United Way Social Media Pitch
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Transcript of United Way Social Media Pitch
Tell the Story to Change the Story Campaign
Presented by LUMCHI Ashleigh Brookshaw, KrisA Bruno, Joanna ScoE, Mark Kennedy
Overview
ObjecAve SWOT Analysis
Research Insights Target Audience Tell the Story to Change the Story Expand Engage Enlist
ObjecAve
How does the United Way of Metropolitan Chicago increase awareness of, understanding of, AND donaAons among the individual consumer targets via social?
History
Current Following
FoundaAon
Agency and Corporate Partnerships
Donor Engagement
Limited Resources
Increased Social Media Usage
BeEer Leverage
Over SaturaAon
DifferenAaAon
Research Insights
“LIVE UNITED 2020 is something for Chicagoland to get behind – acAon in the midst of challenge. But real change can’t happen without you.” – United Way Website
Secondary research Nah and Saxton’s 2013 study of nonprofits social site usage to build relaAonships with donors and supporters
Target Audience
Primary Target Women, 35‐54
Working High volume Facebook user
Sandy
Age: 40
Kids: 2
Career woman
Believes in donaAng and helping out, but someAmes needs to be prompted.
Secondary Target Audience
Secondary Target GeneraAon Y
Secondary Target Audience
Expand
Editorial calendar, content strategy, and cadence
Define style, language, tone, persona and purpose
Channel integraAon Channel opAmizaAon
Social adverAsing Measure results
Engage
Tell the Story to Change the Story campaign Engage partner agencies
Hold contest via social media channels
Facebook fan gate Social adverAsing
Enlist
Messaging and Content Provide insight into Live United 2020 Interact with corporate sponsors Create sustained conversaAons with hashtags and chats
Enlist
Enlist
Tools & Events Twibbon, JustCoz, Facebook Gifs #GivingTuesday
Expansion Guest Bloggers LinkedIn & Instagram Mobile Apps
Enlist
The DefiniAon of Success…
Increased Awareness Engagement Opportunity to donate Opportunity to volunteer
“Be the change you wish to see in the world.”
Ghandhi