1. How to Expand Your Message and
Boost Your Awareness
Brand
ADVOCAtes

2. INTRODUCTION
Jen Newmeyer
Digital Media Manager
Food Bank of Central & Eastern NC
@CharityJen
www.charityjen.com
#NCRecre8 @NCRPA

3. Social Media
AMBASSADORS
@CharityJen #NCRecre8 @NCRPA

4. Organic Reach
DECLINE
Via WebStoresLTD.com
@CharityJen #NCRecre8 @NCRPA

5. Friends Over
ADVERTISING
83%
Trust Friends
vs.
30-40%
Online Ads
@CharityJen #NCRecre8 @NCRPA

6. Advocates vs Influencers
Influencers Drive Awareness
Advocates Drive Action
Advocates Are More Loyal &
Have More Passion
More Likely to Offer
Recommendations
92% Trust Advocates Over
Influencers
Via Jay Baer & Zuberance @CharityJen #NCRecre8 @NCRPA

7. Ambassador
segmentation
Advocates Influencers
@CharityJen #NCRecre8 @NCRPA

8. Ambassador
IMPACT
@CharityJen #NCRecre8 @NCRPA
30 Day Voting Challenge
Employed SMA’s on Last Day
Drove Votes to Place from 38 to 22
Won $45K Grant
Holiday Meals Drive
Employed SMA’s on Last Day
Raised $75k, Largest One Day Revenue
24 Hour Telethon
First Year: $25,000
Next Year: $55,000 and Trending!

9. Setting Up Your
PROGRAM
Simple Complex
 Corkboard
 Flyer
 Ambassador List
 Website Info Page
 Online Signup Form
 Online Resources Page
 Featured on Website
 Welcome Packet
 Certificate of Membership
 Monthly Email
 Recognition in Print
 Guest Blog Posts
 Event Involvement
@CharityJen #NCRecre8 @NCRPA

10. Ambassador
IDENTIFICATION
 Volunteers & Program Participants
 Employees!
 Meetups and Networking Events
 Active & Engaged on Social Media
 Search by Popular Hashtags
 Comments on LinkedIn Pages
 Buzzsumo Influencers Section
 LittleBird (getlittlebird.com)
@CharityJen #NCRecre8 @NCRPA

11. Facebook
examples
@CharityJen #NCRecre8 @NCRPA

12. Ambassador
RECRUITMENT
Step 1: Determine Objective
More Hikers or Campers.
More Participants in Event. General Awareness.
Step 2: Outline the Ask and Action
Share on Facebook. Distribute a Flyer.
Write a Blog Post. Advertise.
Step 3: Extend Invitation
Meeting with Employees or Community Group.
Personal Invitation by Email or on Social Media.
Post Offer Newsletter.
@CharityJen #NCRecre8 @NCRPA

13. Ambassador
engagement
 Keep Informed of Activities
 Include in Collaborations
 Offer Exclusive Invitations
 Offer Discounts
 Treat Them to Coffee
 Celebrate Victories
Make Them Feel Special!
@CharityJen #NCRecre8 @NCRPA

14. Ambassador
RETAINMENT
 Send Greeting or Thank You Cards
 Speaking Opportunity at Events
 Panel Invitations
 Features in Newsletters
 Include in Photos or Videos
 Use Quotes in Materials
 Spotlights in Social Media
Keep Them as Friends!
@CharityJen #NCRecre8 @NCRPA

15. EXAMPLES
Event
Participation
Social Media
Feature
Newsletter
Recognition
@CharityJen #NCRecre8 @NCRPA

16. RECAP
Set Up Your Program
Simple: Flyers and a Corkboard
Complex: Website, Social Media, Emails, Certificates
Identification
Employees, Volunteers, Networking, Social Media
Recruitment
Determine Objective. Outline the Action. Extend the Invitation.
Engagement & Retainment
Make Them Feel Special. Keep Them as Friends.
@CharityJen #NCRecre8 @NCRPA

17. Resources & Handouts
charityjen.com/advocates
Thank
YOU!
@CharityJen #NCRecre8 @NCRPA