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Inspiring Your Ambassadors, Leveraging Their Networks

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Inspiring Your Ambassadors, Leveraging Their Networks

We all have them. Those ardent supporters who help spread the word about our good works. The ones who share our stories by using their voice. It’s essential to recognize their passion while keeping them motivated to continue conversations. In this session, Tina Snider, the Director of Communications from Ronald McDonald House Charities of Central Texas, explored simple, creative strategies to honor ambassadors who along the way help us build relationships.

We all have them. Those ardent supporters who help spread the word about our good works. The ones who share our stories by using their voice. It’s essential to recognize their passion while keeping them motivated to continue conversations. In this session, Tina Snider, the Director of Communications from Ronald McDonald House Charities of Central Texas, explored simple, creative strategies to honor ambassadors who along the way help us build relationships.

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Inspiring Your Ambassadors, Leveraging Their Networks

  1. 1. Inspiring Ambassadors, Leveraging Their Networks Tina Snider Director of Communications Ronald McDonald House Charities of Central Texas
  2. 2. My Nuggets to Share Simple, fun idea Engage donors Build community relationships Cultivate the media Inspire other to share your message
  3. 3. “Ooooh, let’s incite a flurry of activity!” Perfect timing Donor touchpoint No ask Community influencers Coincided with Global campaign
  4. 4. Lots to accomplish…well, 4 goals Wow…40 Years! And what about those donation boxes? No, you can’t come play with our kids. Wanna take a selfie?
  5. 5. In “nonprofit” strategic jargon, … Leverage RMHC Global Day of Change campaign and launch a red striped sock social media campaign to educate and engage supporters and encourage donations.
  6. 6. Lighthearted, fun, engaging Everyone loves photos Has to be easy Trolling for happiness Key ingredients
  7. 7. More friends = more fun Ask donors to participate Ask community influencers to help Make it simple Throw in a bit of flair
  8. 8. The Campaign
  9. 9. Nice Package
  10. 10. Here’s how it went down Lots of socks Sent exclusively And emailed personally Put them on, snap a photo Post it on social media
  11. 11. “Hey, wanna a pair of cool socks?” Media Politicians Radio folks TV anchors Musicians Business owners And more!
  12. 12. Style, smile, snap a pic, and say WHY! “I wear my red striped socks for @RMHCCTX because………..tell us!” #forRMHC
  13. 13. Socks here, socks there, socks everywhere Whoa….the enthusiasm! Major networks, radio personalities, Musicians Families and children Everyone sported them!
  14. 14. Sportin’ the new fashion statement
  15. 15. Radio, television and magazines
  16. 16. Even four-legged friends
  17. 17. They wear them so well!
  18. 18. McDonald’s in on the sock action
  19. 19. Of course, RMHC CTX staff sportin’ the stripes!
  20. 20. Yes, timing is everything Coincided with Day of Change Followed by our fall newsletter On the heels of fall appeal Hit our target numbers WHILE building new relationships And engaged the media!
  21. 21. It comes down to numbers Facebook Twitter Instagram Website Revenue – you know, donations
  22. 22. Gotta love a Flipgram
  23. 23. We all have friends!
  24. 24. Yes, red & white striped socks. Back to the nuggets What’s unique? Define your mission, your essence Make it fun Make it easy
  25. 25. They’re catchy, right? Thank you! Tina Snider Director of Communications Ronald McDonald House Charities of Central Texas

Notas del editor

  • Walk away with a few simple, easy fun ideas to help you advance your organization, it’s mission and brand while engaging key donors and friends in your community A simple campaign that is a relationship touch point that helps build relationships along the way.
  • Heading into the 4th quarter right before fall appeal Key touchpoint for top donors to get them involved. Asked them to help us spread the word about our good works Reached out the community influencers and asked for help Timing coincided with major global campaign
  • Leverage RMHC Global Day of Change campaign and launch a red striped sock social media campaign to educate and engage supporters and encourage donations
  • Everyone loves photos, especially fun, creative photos helps content get noticed in the noisy world of social media Grabs the attention of our target audience easier
    Having fun includes getting our staff on board
    We wanted people to want to get involved and have that enthusiasm spill over
  • Ask our key supporters to get involved Great relationship touchpoint A little bit of flair and a whole lotta fun Demonstrates their support of our organization to all their friends Encourages others to find out more and engage with us.
  • Branded the sock package included small card with instructions and statement to tweet/post included key dates
  • We gave our socks…lots of socks….500 pairs…. To major donors and key community influencers
    We asked them to put them on, snap a photo and…
  • We gave our socks…lots of socks….500 pairs…. To major donors and key community influencers
    We asked them to put them on, snap a photo and…
  • Supporters and community influencers to post and answer the statement:
  • Caught on quickly everyone wanted the socks
    every major network, radio folks, politicians, musicians
    our families and children
    our reach widened tremendously
  • Montage of pictures highlight key individuals and their reach RMHC staff picture
  • Montage of pictures KGSR radio – Andy Langer & Kristen Kurtis
    Austin Monthly
    Jim Spenser
  • Kaxan
    Edward Flores from Mud Puppies
    Quita Culpepper
  • Senator Kirk Watson
    Dell employees
    Brittany from Austinot
  • Hosted an in-store promotion on Day of Change
    Invited the media (William Jackson, Shawn Lynch, Jeff Stensland) to work at the restaurant while wearing the socks
    Encouraged patrons to donate their spare change
  • The campaign coincided with Day of Change and came on the heels of our fall appeal. Right after the Wear your stripes campaign, we dropped our fall newsletter and followed it up with our end of year appeal
    The result was hitting our target numbers WHILE building new relationships Plus cultivating media relationships.
  • The metrics people posted on Facebook, twitter, and Instagram Facebook- 22 posts (mainly from RMHC thanking people); shared total of 60x Twitter- more people posted on Twitter than any other social media platform 200 tweets; 238 retweets; favorited 289 times; reached nearly 40,000 followers Instagram – 5 photos; 164 likes
    Hit our end of the year appeal numbers –
    Campaign influenced because timing – before the ask.
  • Nuggets
  • Inspire your ambassadors…
    And they come in many forms
    Donors, volunteers, media friends
    Ask them to join your fun
    And you automatically leverage their networks and along the way, you’re building relationships
  • So to wrap up my nuggets, find something unique to your organization, something that defines your mission.
    Engage your key donors and ask for their help make it fun. make it engage. make it easy. Reach out to those community influencers that are your biggest cheerleaders ask them to participate, Ask them to reach out on your behalf
    create the buzz and excitement
    be mindful of timing. and watch how it catches like wildfire.

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