ONLINE ONLY: ENGAGING STAKEHOLDERS IN A SOCIALLY DISTANT WORLD - - PowerPoint PPT Presentation

▶

Feb 21, 2024 488 likes •746 views

ONLINE ONLY: ENGAGING STAKEHOLDERS IN A SOCIALLY DISTANT WORLD Dana McGough June 24, 2020 WELL, HELLO ELEVATE 2020 1 DANA MCGOUGH Director of PR & Social Engagement at Cayenne Creative /danamcgough @dmcgough @dmcgough ELEVATE

SLIDE 1

ONLINE ONLY:

ENGAGING STAKEHOLDERS IN A SOCIALLY DISTANT WORLD

Dana McGough June 24, 2020

SLIDE 2

ELEVATE 2020 1

WELL, HELLO

SLIDE 3

ELEVATE 2020 2

DANA MCGOUGH

Director of PR & Social Engagement at Cayenne Creative /danamcgough @dmcgough @dmcgough

SLIDE 4

ELEVATE 2020 3

HERE’S WHAT WE’LL CHAT THROUGH TODAY

Websites
Social media
Digital media
Media Relations

SLIDE 5

ELEVATE 2020 4

BRAND

*TED Talk: Simon Sinek, The Golden Circle

SLIDE 6

ELEVATE 2020 5

AUDIENCES

Who are your most significant stakeholders?
Donors
Members
Participants
Volunteers
Employees
What about you matters most to them?

SLIDE 7

ELEVATE 2020 6

OBJECTIVES

Service to constituents or members
Fundraising
Engagement
Ticket or merch sales
Event promotion

SLIDE 8

ELEVATE 2020 7

WEBSITE

If you don’t already have one…go for it.
If you already have one…update it.

SLIDE 9

ELEVATE 2020 8

WEBSITE COMPONENTS

Development
Design
Copywriting

SLIDE 10

ELEVATE 2020 9

WEBSITE DEVELOPMENT

Squarespace
Wix

SLIDE 11

ELEVATE 2020 10

WEBSITE DESIGN

Follow established brand colors (if applicable)
Simple fonts
Photography
Original
Stock

SLIDE 12

ELEVATE 2020 11

WEBSITE FEATURES

”Brochure” pages (About, Programs, Impact, History)
Blog
Events calendar
E-commerce (accept donations or sell event tickets, memberships, merch)
Contact form

SLIDE 13

ELEVATE 2020 12

WEBSITE TEMPLATE EXAMPLE

SLIDE 14

ELEVATE 2020 13

DIGITAL MEDIA

Google Search Grant for Nonprofits
Any nonprofit can apply
Up to $10,000 in “Paid Search” ads per month
Search, not display ads

SLIDE 15

ELEVATE 2020 14

DIGITAL MEDIA

Sample ads: Railroad Park

SLIDE 16

ELEVATE 2020 15

DIGITAL MEDIA

Sample ads: Birmingham Zoo

SLIDE 17

ELEVATE 2020 16

SOCIAL MEDIA

Define objectives
Channel selection
Instagram to show impact of programs
LinkedIn to reach donors
Facebook to promote events & engage with donors, members, employees

SLIDE 18

ELEVATE 2020 17

SOCIAL MEDIA

Content buckets
Programs promotion
Events promotion
Organization impact
Donor recognition
Fundraising appeal
Team spotlight
Volunteer thanks
Publicity

SLIDE 19

ELEVATE 2020 18

SOCIAL MEDIA

Maintenance
Create content calendar (Google sheets are a stellar tool here)
Select a scheduling program (Later, Hootsuite)
Schedule a week of content at a time
Monitor to answer questions and direct feedback
Analyze results

SLIDE 20

ELEVATE 2020 19

MEDIA RELATIONS

What to pitch
Elements of newsworthiness (timeliness, proximity, impact are key now)
To whom
Who’s covered you/orgs like you in the past?
Who’s recently covering the sort of story you’re pitching?

SLIDE 21

ELEVATE 2020 20

MEDIA RELATIONS

Follow-up
Email the reporter thanking them
Post the piece across social media and encourage staff to share
Distribute through email
Find something to pitch that same reporter 3-4 months later

SLIDE 22

ELEVATE 2020 21

RESOURCES

Web development
Squarespace
Wix
Stock photography
Unsplash
Pexel
Kaboompics
Social Media Graphics
Canva
Pablo
Social Media Scheduling
Hootsuite (free limited plan)
Later (free limited plan)

SLIDE 23

ELEVATE 2020 22

HEY, THANKS

SLIDE 24

ELEVATE 2020 23

DANA MCGOUGH

Director of PR & Social Engagement at Cayenne Creative /danamcgough @dmcgough @dmcgough