Slides by Farra Trompeter, Big Duck (www.bigducknyc.com) and Danielle Brigida, National Wildlife Federation (www.nwf.org) delivered at the 2014 Bridge to Integrated Marketing and Fundraising Conference on July 10, 2014. As communications patterns have shifted to a reality where everyone is the spokesperson for your nonprofit, how you and your colleagues use social media can greatly impact your organization's reputation and relationships with the community.

1. How to Empower Staff to be the
Voice for the Organization
through Social Media
Danielle Brigida, National Wildlife Federation
Farra Trompeter, Big Duck
#Bridge14

4. #Bridge14
• The evolving definition of
‘spokesperson’
What we’ll cover today

5. • The evolving definition of
‘spokesperson’
• How social media has changed the
game
What we’ll cover today
#Bridge14

6. • The evolving definition of
‘spokesperson’
• How social media has changed the
game
• Getting started
What we’ll cover today
#Bridge14

7. • The evolving definition of
‘spokesperson’
• How social media has changed the
game
• Getting started
• Ways to empower your staff
What we’ll cover today
#Bridge14

8. Who speaks
for your
nonprofit when...

9. SOURCE: channel17.org
… the media wants a quote?

10. SOURCE connectioncafe.co
… the board has a question?

11. SOURCE uwaystan.org
… a donor sends a note?

12. SOURCE flickr @Alan Light
… a celebrity wants an interview?

13. … an advocate wants to do more?

14. SOURCE chooseust.org
… a candidate applies?

15. SOURCE NWF/publicnewsservice.org
… a crisis happens?

16. • Is passionate about your mission
Your ideal spokesperson
SOURCE e-releases
#Bridge14

17. • Is passionate about your mission
• Understands what you do
Your ideal spokesperson
SOURCE e-releases
#Bridge14

18. • Is passionate about your mission
• Understands what you do
• Trusted to speak with little approval
Your ideal spokesperson
SOURCE e-releases
#Bridge14

19. • Is passionate about your mission
• Understands what you do
• Trusted to speak with little approval
• Will be respected and can stay calm
Your ideal spokesperson
SOURCE e-releases
#Bridge14

20. • Is passionate about your mission
• Understands what you do
• Trusted to speak with little approval
• Will be respected and can stay calm
• Speaks clearly and simply
Your ideal spokesperson
SOURCE e-releases
#Bridge14

21. • Is passionate about your mission
• Understands what you do
• Trusted to speak with little approval
• Will be respected and can stay calm
• Speaks clearly and simply
• Is generally available
Your ideal spokesperson
SOURCE e-releases
#Bridge14

22. Your staff are your
most passionate
spokespeople

23. How has social
media changed
the game?

24. SOURCEAFDG , Flickr
Source:
Christopher
Michel
(Flickr)

26. SOURCE: NWF.org

27. SOURCE: https://twitter.com/@ecosoccermom

28. SOURCE: https://www.linkedin.com/pub/jaime-matyas/b/509/349

30. SOURCE: NWF.org

38. Every staff person is a
brand ambassador

39. Steps to
get started

40. Review profiles on major networks (start w/
LinkedIn, Twitter, Facebook)
• Do they list org in bio/about section?
• Have they ever shared your content?
• Do they use each channel “well”?
• Is their ‘personality’ aligned w the org?
Conduct an audit
#Bridge14

41. Send a survey to staff
• Do you use Twitter and/or Facebook?
• What blogs do you read?
• Are you engaging in LinkedIn group
discussions?
• Do you like to share images on
Pinterest or Instagram?
Find your internal evangelists
SOURCE Social Media Today
#Bridge14

42. SOURCE: http://www.slideshare.net/tammygordon/
Create social media guidelines

43. Start small, then roll
out to everyone

44. Ways to empower
your staff

45. SOURCE: Fight Colorectal Cancer
Train staff about your brand

46. Explain your social media goals
and relate
to theirs
Org’s
Goals
Staff’s
Goals

47. Invite all to contribute content
SOURCE: https://www.facebook.com/ksuzj

48. SOURCE: https://www.facebook.com/help/459934584025324/
Teach privacy settings

49. SOURCE: TNT Social Media Guidelines
Share process for comments

50. Create share-worthy content
SOURCE: WITNESS/@mjmoneymaker | Rockefeller Foundation/Jereme Bivins

51. SOURCE: Yammer.com
Use tools to share/coordinate

52. Create a safe space

53. SOURCE: @sharonstapel
Listen and thank donors

54. SOURCE: http://tgb.io/nprlife
Recruit by sharing your culture

55. SOURCE: Pencils of Promise/@itsadambraun
Share the joy

56. Stay in touch

57. SOURCE: Mashable
Exhale… Mistakes will happen

58. Questions?

59. • Social Media for Nonprofit CEOs—How
one Executive Director manages it
• Empower Employees as Brand
Champions in Social Media
• Employment Branding: The NPR Case
http://bit.ly/SocialStaff
Resources
#Bridge14

60. bigducknyc.com/workshops

61. facebook.com/bigduck
twitter.com/@bigduck
RSS
bigducknyc.com

62. facebook.com/nationalwildlife
twitter.com/@nwf
blog.nwf.org
NWF.org

63. Thank you!
brigidad@nwf.org | @starfocus
farra@bigducknyc.com | @farra
Don’t forget to visit the
Solutions Showcase!
Many of the ideas discussed today are on
display at the
Solutions Showcase!
#Bridge1
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