Collaborating online and offline can amplify your brand, your reach and your organization’s mission. Hear from community leaders in this panel discussion that will give perspectives on building social partnerships with nonprofits, government, media and business.

1. Social Media Conference
for Nonprofits
___________
Building Social Partnerships

2. Jonah Holland
Public Relations & Marketing Coordinator
www.lewisginter.org
@LewisGinter lewisginter
@lewisginter lewisginter
@lewisginter Lewis Ginter
Botanical Garden

3. Kelly Fitzgerald
Associate Director of Donor and
Government Relations
kfitzgerald@uneedpsi.org
Twitter @kellyfitzgerald and @uneedpsi
Instagram @austenhillva

4. Caroline Logan
Director of Communications
www.vatc.org
@virginiaisforlovers @visitvirginia
@visitvirginia visitvirginia
#LOVEVA

5. Tabitha Treloar
Director of Communications
www.richmondspca.org
@richmondspca @richmondspca
@richmondspca RichmondSPCA

6. Social Media Conference
for Nonprofits
___________
Building Social Partnerships

7. Fidos After 5 with Richmond SPCA
Started in 2007 (pre-social media)

8. Fidos Events
Partnership Includes:
• In person, onsite collaboration
• Media & social media
collaboration
• Linkbacks to website
• Tweets & Facebook
• Fundraising
• Shared volunteers & donors
Indicators of Success:
• Engagement
• Attendance
• Donations
• Positive feedback
• Reaching new audiences
GardenFest for Fidos & Fidos After 5

9. FeedMore & HandsOn Greater Richmond

10. Instagram Contests
Partnerships can be as simple as donating a
prize to a contest, and can lead to other
opportunities like an Instagram takeover, which
we also did for Richmond Region Tourism.

11. The Best Social Media Partnerships
Go Deep.
They are not JUST
virtual, but in person
too.
They affect core
mission, go across
multiple platforms
(including website and
blog).
Tell stories on multiple
levels.
Read More: http://bit.ly/ButterFLYkiss

12. The <3 Comes Back to You

13. Jonah Holland
Public Relations & Marketing Coordinator
www.lewisginter.org
@LewisGinter lewisginter
@lewisginter lewisginter
@lewisginter Lewis Ginter
Botanical Garden

14. Fair Copay VA
Amplifying the Patient Voice
Through Digital Advocacy
May 4, 2016

15. The Campaign
In anticipation of the 2015 Virginia legislative session, Patient
Services, Inc. and its coalition partners launched Fair Copay VA, a
campaign dedicated to limiting patient out-of-pocket costs:
The Patient Leader The Mission The Partners
The Legislation
HB 1948/SB 1394
limits specialty tier
coinsurance to <$100 per
month for a 30 day supply.
“Patient Services, Inc. (PSI), an
independent, national 501(c)(3)
nonprofit organization that helps
patients with chronic illnesses and
conditions access their treatments
and therapies, today announced
the launch of Fair Copay VA. Led by
Virginia-based PSI in partnership
with other leading patient and
provider groups across the state,
the new campaign is raising
awareness about the impact of
high out-of-pocket costs for
medications and advocating for HB
1948 – legislation which would
limit these costs.”
- Fair Copay VA Launch Press
Release

16. Fair Copay VA Digital Advocacy: Driving Support for Legislation
to Cap Patient Out-of-Pocket Costs
Patient Testimonial Videos
• Digital testimonials of patients
(18-yr old student; legislator
with MS; President of PSI)
generated over 60,000 VA
YouTube views in four weeks;
• Targeted in-stream video
advertising drove traffic back to
Take Action page;
In-District Constituent Advocacy
• Targeted digital advertising and
strategic email communications
generated more than 530
constituent letters to VA
legislators in four weeks;
Targeted Advertising Drives Action
• Targeted ads on Facebook, Twitter,
YouTube, Google drive legislative
engagement & web traffic;
• Ads target Richmond, key legislative
districts and other statewide audiences;
• Campaign used Outbrain to drive traffic
to Richmond Times-Dispatch op-ed;
• Ads generated over 10,000 campaign
website pageviews in four weeks;
Social Engagement to Raise Profile
of Legislation
• Digital ad campaign generated
Facebook ad reach of 1,045,429
and nearly 15,000 actions
(Likes, Shares, etc.); more than
1,500,000 Twitter impressions
and 15,500 engagements;
Digital to Support Traditional Advocacy
• Engaged legislators via social media to
urge support/thank for support of bill;
• Provided infographics to coalition for
lobbying and social collateral;
• Created social media advocacy toolkit
for coalition partners;
Amplifying Campaign Messages
• Fair Copay VA launched Thunderclap
and Twibbon campaigns to amplify
patient voice;
• Coalition partners used campaign
hashtags #FairCopayVA &
#Ipaidmypremium to urge support for
legislation.

17. Patient Testimonial Videos
• Digital testimonials of patients (18-yr old student; legislator with
MS; President of PSI) generated over 60,000 VA YouTube views
in four weeks;
• Targeted in-stream video advertising drove traffic back to Take
Action page;
• Videos were used in social media
to personalize the issue and to
target legislators.

18. Digital to Support Traditional Advocacy
• Engaged legislators via social media to urge support/thank for
support of bill;
• Provided infographics to coalition for lobbying and social
collateral; • Created social media advocacy
toolkit for coalition partners;
• Provided draft social media posts
and support on FairCopayVA Day and
other coalition partner lobby days;
• Engaged with constituents and
promoted favorable media on social
media.

19. Digital to Support Traditional Advocacy

20. The Results
In addition to the digital advocacy and social media metrics
produced by the campaign, the Fair Copay VA digital effort
achieved the following results:
 Universal Awareness – “Every office we went into had heard of our issue.”
 Energized, Coordinated Advocacy Community – With new platforms and
collateral;
 Living Platforms – Campaign continues after session stops;
 Legislature Studying Impact of Specialty Tiers – Copay cap bill alive in study
committee;
 Momentum into Next Session – Coalition aiming to influence study,
educate members they made inroads with this session, etc.

21. Kelly Fitzgerald
Associate Director of Donor and
Government Relations
kfitzgerald@uneedpsi.org
Twitter @kellyfitzgerald and
@uneedpsi
Instagram @austenhillva

22. Caroline Logan
Director of Communications
www.vatc.org
@virginiaisforlovers @visitvirginia
@visitvirginia visitvirginia
#LOVEVA

23. Tabitha Treloar
Director of Communications
www.richmondspca.org
@richmondspca @richmondspca
@richmondspca RichmondSPCA
Username: Richmond SPCA

24. Social Media Conference
for Nonprofits
___________
Building Social Partnerships

25. Questions