This document provides a 10-step social media game plan for non-profits to help them effectively utilize social media. It begins with evaluating current social media strategy and channels. It then discusses training stakeholders on social media, listening to conversations on channels, sharing engaging content, and monitoring engagement. The document also covers strategies like creating editorial calendars and setting goals. It emphasizes measuring results and re-evaluating periodically to improve social media performance. The overall message is that social media requires dedication but can help non-profits increase awareness, support, and engagement if done strategically.

1. THE SWEET SMELL OF SUCCESS:
IS YOUR NON-PROFIT BLOOMING
ONLINE?
Carrie Montagna

2. Non-Profits Never Have
Enough…
 Time
 Staff
 Money
 Space
 Volunteers
 Fundraising Ideas
 Content
 Board involvement
 Stakeholder buy-in

3. How can we expect
them to do an
effective job at social
media marketing on
top of all that?!

4. Social Media is a Full-Time Job
 Knowledge of social media channels
 Knowledge of business communication
 Some knowledge of technology
 Time: some require 24-7 monitoring
 Money
 social media monitoring tools
 set up a blog
 online advertising

5. More than likely a
non-profit does not
have the time or
resources
for a full-time
social media manager.

7. Social Media is crucial
to a non-profit’s
success.

10. Presence does not equal
success.

11. So how can you
help?

12. Social Media Game Plan
 Evaluate
 Train
 Listen
 Share 10 Steps to
 Engage
 Monitor Social
 Strategize Success
 Sell
 Measure
 Re-evaluate

13. Social Media Game Plan
 Evaluate
 Current channels
 Current strategy
STE
 Audience
 Goals
P1

14. Social Media Game Plan
 New Non-Profits
 Same thing – get the social media marketing plan IN the overall business plan
 Example: CanineCellMates.org
 Problem: No web presence but needed to grow awareness and fundraise
 Solution: Create blog to engage the public and keep them interested in the mission
 Results: 127 Facebook Fans, 50 blog followers, Secured web designer, architect
and multiple volunteers
 Example: WoLPix.com
 Problem: Crowdsouring start-up with basic online marketing skills
 Solution: Begin social media channel communications to secure volunteers with
the needed expertise
 Results: 200 Twitter Followers, Secured social media volunteer
 Example: Atlanta Women’s Club
 Problem: No online skills, lack of stakeholder buy-in
 Solution: Begin social media channel communication to increase club membership
 Results: 48 Facebook Fans, 10 new members, Secured newsletter editor,
webmaster
 Example: Community Consulting Team
 Problem: Awareness, MBA expertise but lacking social media knowledge
 Solution: Hire social media manager to engage new members online, Customers
also able to engage online now

15. Social Media Game Plan
 Train
 Social Media 101
 Stakeholders STE
 Board members
 Employees
P2
 Audience
 Re-train after new strategy in place

16. Social Media Game Plan
 Listen
 Look at the activity on the current
channels STE
 What activity is happening on P3
industry channels: key issues,
news, etc.
 Are there competitors?

17. Social Media Game Plan
 Share
 Share company’s message
STE
 Share content
 Videos are the most powerful tool with
P4
non-profits
 News-jacking

18. Social Media Game Plan
 Engage
 Great
content will inspire others to share your
message
 Videos – Big Brothers Big Sisters
 Testimonials – Red Cross Blood Services STE
 Statistics – Partnership Against Domestic Violence
 Opinion - ???????????
P5
 Contests – USAID/Human Trafficking
 Campaigns – Care.org, political
 Blog – Feeding America, Bloom 
 Industry thought leaders – Oprah (education), World
Pulse (womens rights)
The average B2B company uses eight different
content marketing tactics to achieve one single
objective.

19. Social Media Game Plan
 Monitor
 Respond to engagers
STE
 Keep a watchful eye
 Google Alerts
P6
 HootSuite
 HubSpot

20. Social Media Game Plan
 Strategize
 Evennon-profits need a marketing plan
STE
 Make the social media plan a part of it
 Remember – this is just like a business plan
P7
 SWOT
 Objectives
 Competition
 Research
 Costs
 Promotion

21. Social Media Game Plan
 Strategize
 Social Media Marketing Plan

22. Social Media Game Plan
 Strategize
 Social Media Marketing Plan

23. Social Media Game Plan
 Strategize
 Create an editorial calendar

24. Social Media Game Plan
 Strategize
 Create mini-calendars for campaigns

25. Social Media Game Plan
 Sell
 Remember that you are inspiring
others to take action
 Messages must be powerful and
STE
moving P8
 Remember the 4-1-1 rule
 Keep one call to action at a time

26. Social Media Game Plan
 Measure
 The ABC’s of Social Media ROI
 Analytics
 Benchmarks
 Conclusion
STE
P9

27. Social Media Game Plan
 Re-Evaluate
 The social media world is dynamic
 Stay on top of trends
 Always be on the look-out for industry case studies
 Are your goals aligning with your objectives?
 Do the executives see the importance yet?
STE
P 10

28. In Summary
Social Media can help a non-
profit!
 AWARENESS - Build awareness of the
mission
 ACTION - Grow organization
 New supporters, donors, volunteers
 ENGAGEMENT - Promotion
 Get those new supporters to be your marketers!

29. Well Said….

30. Q&A

31. How Can I Help You?
•Deck
•Social media plan examples
•Social media strategy planning
•Templates for benchmarks
•Training/Certification Courses
•Career advice/resume help

32. Carrie Montagna
ccmontagna@gmail.com
@ccmontagna
linkedin.com/carriecmontagna
LinkedIN Group: Non-Profit
Marketing