creating a digital outreach plan
DESCRIPTION
Presentation given at the Grinspoon Institute for Jewish Philanthropy's Annual Conference in Springfield, MA, November 2010. Focus on how nonprofits can plan their digital outreach efforts strategically to maximize impact. What online channels should a nonprofit use? How can they be used most effectively? This presentation helps nonprofits think through their outreach goals and formulate a plan to reach those goals.TRANSCRIPT
Elissa Schertz, Camp Morasha
Creating a Digital Outreach PlanSocial Media, eNewsletters, and Your WebsiteNovember 22, 2010
Kevin Martone
Technology Program Manager
[email protected] Institute for Jewish Philanthropy
Goal: Keep Connected Long After Camp
Camps Can Rebuild Community
What Are Your Goals?
Collect contact info Re-engage alumni Event participation Donations Enrollment Continue camp impact long-term (i.e., professional
networking) Other?
SMART
Audience?
Donors
Prospects
Alumni
Current Families
Potential Families
8
Goal: Promote Alumni Reunion Widely
Goal 1______________
Goal 2______________
Goal 3______________
Blogs_________________________________________________________________
Video Sharing_________________________________________________________________
Remixed from Idealware’s Nonprofit Social Media Decision Guide (www.idealware.org)
Other_________________________________________________________________
Trad. Newsletter/Direct Mail____________________________________________________
Website_________________________________________________________________
Facebook_________________________________________________________________
eNewsletter_________________________________________________________________
Twitter_________________________________________________________________
Other Offline – Events, Calls, Mtgs.____________________________________________________________
Photo Sharing_________________________________________________________________
Determine Plan
and Resources
Revise /Expand?
Goals
Listen
Post Regularly
Plan
Respond
Execute
Re-evaluate
How Do You Eat An Elephant?
Determine Your Capacity
When?
How?
Tools can help make process more efficient Be Strategic 15 Minutes Per Day?
Content Calendar – Manage Communications
Month JanuaryWeek of (Mon. Start) 29 4 11 18 25
Key Dates & Events
Camp Early Bird Special Ends
Press Releases Online
Website
Early bird special ending - link to blog post
Blog
Early bird special ending - story of camper from last year
Embed YouTube video of scholly
recipients
Facebook Early bird
special ending
When it's cold in January what HOT activity at camp do
you miss most?
Someone to Call for Help
Find Your Assets – Summer Staff
Skills Emotional Connection
Find Your Assets – Stories, Photos, Video
Find Your Assets – Community
Implement - Tools
Goal 1______________
Goal 2______________
Goal 3______________
Blogs_________________________________________________________________
Video Sharing_________________________________________________________________
Remixed from Idealware’s Nonprofit Social Media Decision Guide (www.idealware.org)
Other_________________________________________________________________
Trad. Newsletter/Direct Mail____________________________________________________
Website_________________________________________________________________
Facebook_________________________________________________________________
eNewsletter_________________________________________________________________
Twitter_________________________________________________________________
Other Offline – Events, Calls, Mtgs.____________________________________________________________
Photo Sharing_________________________________________________________________
Remember when they served “Camp Stew”? What was in that anyway? Do they still serve it or did the health inspector get involved?
Does anyone remember Lou Carbone? 1984-86?
Why aren’t the oldest campers in the big bunks this year? It’s tradition, people!!
Every email I get from camp is asking me for money. Enough!
Can’t wait till camp next year! LOL
Yeah Camp!
Hi!
What’s the story about Gary not coming back to camp this year? He was the best asst. dir. there.
Shou
t out
to th
e be
st b
unk
at c
amp:
Bu
nk A
BC!
Listen
Respond!
“Those who ignore the party/conversation/network when they are content and decide to drop in when they need the network may not succeed. It’s pretty easy to spot those that are just joining the network purely to take – not to give. Therefore, be part of the party/conversation/network before you need anything from anyone.”
- Jeremiah Owyang of Web-Strategist.com
ABC
Camp ABC
Post Regularly
Content Calendar Leverage Content Personal Stories 12:1 Rule
Measure
Collect contact info Re-engage alumni Event participation Donations Enrollment Continue camp impact long-term (i.e., professional
networking) Other?
SMART
Elissa Schertz, Camp Morasha
You Can Do It