Stephanie Pflaum brings best practices, social media insight and purpose to this presentation about measurement, success and engagement online for nonprofits. Presentation from the 2014 Cleveland Nonprofit Marketing Summit.
34. #HANDittoCleveland @stephpflaum
EMPOWER ADVOCATES
Greenpeace partnered with scientists to
track whales using GPS while they migrated
south through dangerous waters where the
whales are hunted. Greenpeace called the
campaign the Great Whale Trail and
encouraged supporters to become involved by
making personal fundraising pages in support
of the cause. The result: over 5,000
personal fundraising pages were created
raising over $120,000.
45. #HANDittoCleveland @stephpflaum
Channel Goal Audience Content KPIs
Facebook
Increase reach of
brand content by 25%
in Q3 & Q4
College students
Funny videos, stats
that speak, celebrity
quotes in images
Monthly post reach
Twitter
Increase
conversations around
new campaign
Industry professionals
Moving images,
dramatic video
Conversation volume
month-over-month
LinkedIn
Build a community
around my cause
Young professionals
Engaging, informative
articles, thoughtful
questions to spark
discussion
Number of people
who joined the group
month-over-month
Sample Strategy Template