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Alyson Culin Development & Marketing Director Orange County Rape Crisis Center alyson@ocrcc.org

Facebook & Twitter & Pinterest, Oh My! Communications Strategies For The Small Anti-Violence Organization . Alyson Culin Development & Marketing Director Orange County Rape Crisis Center alyson@ocrcc.org. What Is Communications?. Marketing:

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Alyson Culin Development & Marketing Director Orange County Rape Crisis Center alyson@ocrcc.org

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  1. Facebook & Twitter & Pinterest, Oh My! Communications Strategies For The Small Anti-Violence Organization Alyson CulinDevelopment & Marketing DirectorOrange County Rape Crisis Centeralyson@ocrcc.org

  2. What Is Communications? • Marketing: • The action or business of promoting and selling products or services. • Communications: • Imparting or exchanging of information or news. • Means of connection between people or places. • Should be a strategy, not a checklist.

  3. Who is Your Audience? • Constituency: • Donors • Volunteers • Board of Directors • Staff • Grantors • Community members • ?? • Considerations: • Age • Gender • Orientation • Ethnicity • Geography • Interests • Values

  4. Communications = Content + Delivery

  5. Content – Ideas? • Program updates • Service opportunities • Agency in the news • How to get involved • Volunteer needs • Call for donations • Upcoming events • Advocacy opportunities • Volunteer spotlight • Day-to-day staff stuff • Informational articles • DV 101 • Legislative updates • Info about special populations • Thank Yous • Post-event debriefs • Post-campaign • To specific people

  6. Delivery– Platforms? • Website • Newsletters / Annual Report (print or email) • Blog • Social Media • Facebook • Twitter • Pinterest • Instagram… • Word of Mouth

  7. Word of Mouth • Especially relevant in small towns • Have good services • Train your staff/board: Elevator Speech • Agency mission • Services offered • “What I love about the agency…” • Confidentiality issues

  8. Website – Most important thing!! • Attractive design, easy to update, user-friendly • Consider all audiences: clients, donors, volunteers • Put yourself in the user’s shoes: • Client: Can you find info about services easily? Can you find the hot line number easily? • Donor: Is it easy to donate? Are there too many pages to click through in order to donate? • Volunteer: Is it easy to find info about volunteer programs, how to apply, and who to contact? • Considerations • Help line info should be easy to find. Quick Exit button. • Simple and short. ~ 6th grade reading level. • Spend $$$ on SEO

  9. Newsletters & Direct Contact Print Electronic Takes less time, skill Cheap or free Easier to manage contacts Easier to create good-looking materials Easier to segment lists Users can manage their own subscription • Might be better for older audiences. • Looks more formal • Might be more likely to be read (??)

  10. Newsletters – Considerations?? • Don’t email too often • Don’t write too much • Put a name/ face to your communications • Make sure replies go to a person. • Always respect requests to unsubscribe – you are legally required to! • What do/would you use your email marketing system for?

  11. Social Media – Is It Worth It? • Goal: What would be the goal(s) of using this platform? • Audience: Does our audience use this platform? • Knowledge: Do you have someone (staff, volunteer) who is very familiar with the platform and who can commit the amount of time needed to it? • Resources: What kind of content would we put on this platform? Does that content already exist, or would we have to recreate it? Do we have the resources (time, talent, treasure) to create that content? • Trend: Is this platform just a trend? Is it outdated?

  12. Social Media Platforms Probably No YES! eh sure Probably No

  13. Facebook • Everyone’s on Facebook! • Have a Page, not a Profile. • Content • Easy to find stuff to post from other sources • Easy place to put your own stuff. Can do link/photos/videos. • Suggested 2-3 times per day. Minimum: Once per day. • Use the content scheduler! • Interactivity • Algorithm: Shares > Comments > Likes

  14. Twitter • Overrated • Mostly only insiders talking to each other • BUT. Set it up, push FB notifications to Twitter, walk away.

  15. Pinterest • New, fastest-growing platform. • Audience: women • Image-oriented = difficult • Content and vibe of platform doesn’t really match goals

  16. Instagram • New, fast-growing platform. • Audience: young people • Image-oriented = difficult • Creation-oriented = difficult • Content and vibe of platform doesn’t really match goals

  17. Blog • Content commitment = high • Time commitment = high • Suggested minimum = once per week • Absolute minimum = once per month • Interactivity • Push to other platforms

  18. Pitfalls • Resources: Need time and talent • Decentralization: easier to produce content, difficult to control message • Mission drift • Hot issues • Inappropriate comments & trolls • Special concerns: Safety • Personal over-sharing • Over-sharing about others, identifying details, etc. • Images • Must have clear communication and protocols for people who are working on marketing

  19. Takeaways • Go where the crowd is • Create a strategy, not a checklist • Consider resources & ROI • What is one idea from today that you want to try to implement immediately?

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