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calls for questions and requests for feedback. Through Facebook, Twitter, Pinterest, blogs and other online resources, not-for-profits can showcase their human side. One example is using social media to follow up with event attendees to help solidify the connections made. In addition to any formal recognition your organization may provide, thank those who donated to your organization. Recognize volunteers and other community members who help make your operations run more smoothly. 2. Collect user data. Social media tools can provide a number of data- gathering opportunities to help measure your return on investment (ROI). In addition, demographic information about Facebook and Twitter followers can help determine the types of events or activities that interest core supporters. Analytics from social media can also indicate what topics and issues are important to your supporters, which can assist in determining the types of educational programs or publications you offer. © Copyright 2014. CBIZ, Inc. NYSE Listed: CBZ. All rights reserved. BY CHRISSY HAMMOND & AMANDA MARKOS N ot-for-profit organizations need innovative practices to spread core messages to potential donors, while keeping costs in check and reaching a wide audience. With its continued growth and success, social media is increasingly being incorporated into these organizations’ long- term marketing initiatives in order to broadcast their missions, increase awareness, encourage donations and share success stories to a large-scale community at a minimal cost. The number of social media users in today’s environment makes maximizing these platforms critical for drumming up support for your not-for- profit. According to a 2013 survey conducted by Pew Research Center, 73% of online adults belong to social media sites. By maintaining a dynamic social media presence, not-for-profit organizations have the potential to reach their community and donors every day. Though not all pay-offs will be as large as in the case study, there are ways to harness the power of social media to assist in reaching your goals. While you may not have the resources needed to be active on all social media sites, you can start out by focusing on a few. The following are five steps your not-for-profit can follow to capitalize on your social media presence. 1. Be accessible. Social media marketing allows not-for-profits and the public to interact in new ways. Unlike traditional forms of marketing, such as email campaigns and direct mail, social media enables dynamic conversations to take place. Not-for-profits can initiate public discussions through open-ended comments, our business is growing yours Continued on next page IDEAS TO HELP GROW YOUR BUSINESS Article reprinted from Fall 2014 GROWTH BIZ S T R A T E G I E S Marketing Maximize Your Not-for-Profit’s Social Media Presence in Five Steps Case Study: Social Media Success In 2010, the Guide Dog Foundation for the Blind raised over $25,000 primarily using a Facebook- based campaign called “Send a Wink.” The campaign featured photos of guide dogs in which the dogs looked like they were winking. Guide Dog Foundation for the Blind’s corporate sponsor, VSP Vision Care, donated $1 each time the content was shared on Facebook, raising the $25,000 in the span of 10 days.

5 Steps to Maximize Your Not for-Profit’s Social Media Presence

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With a small investment of time and resources each day, social media can have a substantial positive impact on your not-for-profit without compromising your mission. Find out how in this article.

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Page 1: 5 Steps to Maximize Your Not for-Profit’s Social Media Presence

calls for questions and requests for feedback.

Through Facebook, Twitter, Pinterest, blogs and other online resources, not-for-profits can showcase their human side. One example is using social media to follow up with event attendees to help solidify the connections made. In addition to any formal recognition your organization may provide, thank those who donated to your organization. Recognize volunteers and other community members who help make your operations run more smoothly.

2. Collect user data.Social media tools can provide a number of data-

gathering opportunities to help measure your return on investment (ROI). In addition, demographic information about Facebook and Twitter followers can help determine the types of events or activities that interest core supporters. Analytics from social media can also indicate what topics and issues are important to your supporters, which can assist in determining the types of educational programs or publications you offer.

© C

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2014. C

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BY CHRISSY HAMMOND & AMANDA MARKOS

Not-for-profit organizations need innovative practices to spread core messages to potential donors, while keeping costs in check

and reaching a wide audience. With its continued growth and success, social media is increasingly being incorporated into these organizations’ long-term marketing initiatives in order to broadcast their missions, increase awareness, encourage donations and share success stories to a large-scale community at a minimal cost.

The number of social media users in today’s environment makes maximizing these platforms critical for drumming up support for your not-for-profit. According to a 2013 survey conducted by Pew Research Center, 73% of online adults belong to social media sites. By maintaining a dynamic social media presence, not-for-profit organizations have the potential to reach their community and donors every day.

Though not all pay-offs will be as large as in the case study, there are ways to harness the power of social media to assist in reaching your goals. While you may not have the resources needed to be active on all social media sites, you can start out by focusing on a few.

The following are five steps your not-for-profit can follow to capitalize on your social media presence.

1. Be accessible.Social media marketing allows not-for-profits and

the public to interact in new ways. Unlike traditional forms of marketing, such as email campaigns and direct mail, social media enables dynamic conversations to take place. Not-for-profits can initiate public discussions through open-ended comments,

our business is growing yoursContinued on next page

I D E A S T O H E L P G R O W Y O U R

B U S I N E S S

Article reprinted from Fall 2014GROWTHBIZS T R A T E G I E S

Marketing

Maximize Your Not-for-Profit’s Social Media Presence in Five Steps

Case Study: Social Media Success

In 2010, the Guide Dog Foundation for the Blind raised over $25,000 primarily using a Facebook-based campaign called “Send a Wink.” The campaign featured photos of guide dogs in which the dogs looked like they were winking. Guide Dog Foundation for the Blind’s corporate sponsor, VSP Vision Care, donated $1 each time the content was shared on Facebook, raising the $25,000 in the span of 10 days.

Page 2: 5 Steps to Maximize Your Not for-Profit’s Social Media Presence

GROWTHBIZS T R A T E G I E S

Marketing (Continued)

tools and best practices it doesn’t have to be. With a small investment of time and resources each day, social media can have a substantial positive impact on your not-for-profit without compromising your mission.

3. Keep content varied and interesting.Many organizations only use social media to

promote donations, accomplishments and events. Though self-promotion is an important piece of your social media content, you must also follow the best practice of posting relevant thought leadership articles and blogs. Post about compelling studies or developments in your field, as well. Visual aids go a long way in establishing interest, so be sure to use photos or other illustrative media to help convey your messages.

4. Leverage external support.Share positive comments and

feedback your organization receives to help spread the benefits of your services. In doing so, you have the opportunity to promote your success stories not only to your immediate social network but also to the networks of your followers and their followers and so on through shares, re-tweets, etc.

5. Formulate a plan.If you have limited social media staff,

you can still be active if you stick to a schedule. Divvy up posting responsibility amongst your team. Additionally, ask employees charged with social media to keep an eye out for articles of interest or ideas on what to post about and put them aside for future use.

Not-for-profits without a designated social media staff should identify key volunteers who are active on social media and passionate about helping the organization. Provide these individuals with administrative rights to post on the organization’s social profiles and give them training on what and when to post, as well as advice on best practices.

Social media marketing can be an overwhelming task for any organization; however, with the proper

AMANDA MARKOSCBIZ, Inc. • San Diego, CA858.795.2253 • [email protected]

@armarkos

CHRISSY HAMMONDCBIZ MHM, LLC • Boston, MA 617.761.0580 • [email protected]

@CBIZTofias