Social media marketing for non-profit organizations. Presented by Guest Speaker Lindsay McClelland at the University of Houston. Social media is a key factor in the marketing strategy of non-profit organizations. By building a community through social media, brands reach their intended audience and gather donations in a less expensive way than other forms of advertising. The marketer can organize this through knowing your organization, planning ahead, keeping budget in mind, and maintaining relevant partnerships.

1. Social Media Marketing
for Non-Profits
September 29, 2015
LindsayMcClelland

2. introduction

3. Lindsay McClelland
Digital PR Account Manager, @MMIAgency | @LindsayLM
• My passion for non-profit work
began in college at UMW
• At MMI Agency, I work with non-
profits including Shell Houston
Open and SEARCH Homeless
Services
• In my personal life, I serve on the
steering committee of HMNS
Catalysts and am a Houston
Marathon Ambassador
• Staying involved with non-profits in
my personal life gives me inspiration
for my clients!

4. why social media?

5. Spread the word and tell your story.
• Social media takes time, but it’s a
lot cheaper than direct mail or TV
ads
• Reach your audience where they
are, on the network they use most
• With the rise in digital donations,
the call-to-action on social can be
more direct, with less steps

6. Socialize the movement.
• The ALS Ice Bucket Challenge is a great
example of a movement born through social
media that quickly spread, engaging
everyone from teenagers to celebrities
• $115 million was raised for the organization
through the viral social campaign
• Lessons learned = ALS missed the
opportunity to reconnect and continue to ask
donors and participants to get involved

7. Build a community.
• Social media gives you the opportunity to create an
online community where people share a common
interest
• Two-way conversations are easier through social media
and are extremely important for peer-to-peer fundraising
events
• Facebook groups, event pages, Twitter chats, and
LinkedIn groups are all ways that your supporters can use
social media to communicate, share fundraising tips, etc.

8. Reach people.
• As a non-profit, you have two main
audiences—donors + volunteers
and the people you serve
• Make it easy for everyone to reach
you by optimizing contact info on
your pages
• Check social media accounts hourly
to respond in a timely manner

9. Donations in one click.
• Studies have shown that 55 percent of
those who engage with causes via social
media have been inspired to take further
action
• Social media makes that easier by allowing
fundraising directly from social using apps
like Crowdrise or Facebook’s click to donate
button

10. how?

11. Know your non-profit.
• Research, research, research!
• Immerse yourself in the cause—
understand who their target clients,
donors, and volunteers are
• Learn about the non-profit’s
structure, it’s board and employees
• Do a deep audit of their presence on
the web, find out who’s already
talking about them!

12. Plan ahead.
• Create monthly editorial
calendars based on upcoming
events, fundraising goals, and
targeted content to reach donors
and clients
• Leave room to be flexible!—live
tweeting at events and posting
relevant stories make for great
content!
• Schedule content ahead of time
using Hootsuite or Sprout Social

13. Keep budget in mind.
• Unlike large consumer brands,
budgets for nonprofits will be
small
• Leave room to be flexible!—live
tweeting at events and posting
relevant stories make for great
content!
• Schedule content ahead of time
using Hootsuite or Sprout Social

14. Relevant partnerships.
• Utilize your nonprofit’s partnerships
(and influential donors) to help get
the word out!
• Tag, share and retweet donors,
sponsors and relevant
organizations often on social media
• Provide drafted content for
partners and sponsors to easily use
on social media to ensure
coverage for your non-profit

15. questions?