jordanna ber - thinking like a magazine editor: blogging strategies for your nonprofit
Post on 10-Nov-2014
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Teas / Luncheons / Gala dinners
Golf tournaments/ Walks & runs
Traditional Breast Cancer Events
Traditional Breast Cancer Sites
Traditional Breast Exam Material
Traditional Breast Cancer Awareness
How are we different from
other breast cancer charities?
Rethink Events
Rethink Events
Rethink’s Website
Touch Look Check (TLC)
Education - Educating young women about the importance of
breast health awareness in a bold, creative and upbeat way, focusing on prevention and early detection.
Support - Providing much needed emotional and practical support
for young women battling breast cancer—the numbers are small but the needs are very real.
Community - Creating a community for young people to make a
difference in the fight against breast cancer.
What we do
We are small in numbers but big on ideas
Lofty goals with a small budget
Manage volunteer committees across the
country from our head office in Toronto
Rethink’s Challenge
By raising our whuffie of course!
How do we do all this?
Whuffie?!?!
Whuffie is…
Reputation
Current and potential access to
ideas
Reach
Talent and resources
Positive Sentiment
Reciprocity
Influence bridging and bonding
capital
Your known accomplishments
The residual outcome – the currency
of – your reputation.
Conversations online:
Facebook = Over 500 Million Users
Twitter = 106 Million Users
Blogs = 156 Million Users (technorati.com)
YouTube = 490 Million users worldwide per month
Making small charities have BIG reach
Make our constituents ambassadors for the cause
Live in the community we serve
Bring the wow-factor
Create campaigns that are multi-platform and live in the
real world as well as online
Stay true to your brand
How we raised our whuffie
Rethink’s social media outlets
Twitter Customization
Facebook Customization
Why blogs are awesome
Blogs…
Boost donor retention and SEO
Answer supporter questions and empower through
knowledge
Use SEO keywords to improve SEO
Drives traffic back to website
Google loves blogs!
Blogs get your brand personality out
Energize your social media
Blog Customization
YouTube Customization
Case Studies: Using social media to reach a large audience
Rethinking how we use social media
The Problem: Jill Anzarut, a young mom of 2, needs a life-saving drug called Herceptin to
significantly lower the chance of recurrence for her type of breast cancer.
Rethinking how we use social media
The Action Plan: Reach out and assemble our online community to generate enough noise to
pressure the Health Minister of Ontario, Deb Matthews, to revisit the policy
and make changes based on proof from the most recent research.
Rethinking how we use social media
The Outcome: Ontario government decides to provide breast cancer patients with tumours
less than or equal to 1 cm access to the revolutionary drug Herceptin under
the new Evidence Building Program (EBP).
Rethink Romp
Rethink Romp
Rethink Romp
Rethink Romp
Rethink Romp
Fashion Targets Breast Cancer
Fashion Targets Breast Cancer
Fashion Targets Breast Cancer
Fashion Targets Breast Cancer
Fashion Targets Breast Cancer
Fashion Targets Breast Cancer
Fashion Targets Breast Cancer
Fashion Targets Breast Cancer
Fashion Targets Breast Cancer
Fashion Targets Breast Cancer
Fashion Targets Breast Cancer
Booby Wall
Little Sweetheart Monster’s Ball
Little Sweetheart Monster’s Ball
Little Sweetheart Monster’s Ball
Live Laugh Learn
Live Laugh Learn is a guaranteed good time. It’s also a
pretty special opportunity to socialize with other young (or
youngish) women who get what you’re going through, while
enjoying an evening of education, camaraderie and goodies.
Live Laugh Learn
Live Laugh Learn
TellHer2.com
TellHer2.com
About Her
Creating NEW platforms & properties for social
media opportunities
Creating NEW platforms & properties for social
media opportunities
Social Media Plans: Push through to Facebook
Blogs from the photo shoot/
the men/ the creators/
Rethink project managers
YouTube video
QR code
Creating NEW platforms & properties for social
media opportunities
Breast Fest - Film Festival
Breast Fest is the world's first film
festival dedicated to breast cancer
awareness. This annual festival uses
films, panels, workshops and speakers
to connect people to the breast cancer
cause, inspire dialogue, facilitate
learning and foster community.
Creating NEW platforms & properties for social
media opportunities
Breast Fest PSA
Creating NEW platforms & properties for social
media opportunities
Creating NEW platforms & properties for social
media opportunities
Creating NEW platforms & properties for social
media opportunities
Twitter: Tweets from over 38 cities
around the globe!
Strong response to creative
for the 2010 Festival: Good &
Bad
Creating NEW platforms & properties for social
media opportunities
How do I manage all this?
Set up an editorial calendar!
Use excel to track all upcoming campaigns and how you are going
to promote them.
Include a column for:
Date, Campaign, Article author (who’s going to write it?), Type of article
(Blog, Tweet, Facebook Post, Eblast etc), Publication Date and Notes
You’ve got ideas and a schedule…
Now manage it!
Tips to take the stress out of managing numerous communities:
Link your accounts
Use Google Analytics
Try an app (North Social, Wildfire, Bitly, Tweet Deck, Tweet Stats etc)
To Recap…
Strong Brand = Strong Audience
Start building your whuffie
Rethink how you use social media
Create NEW platforms & properties for social media opportunities
Manage it
We think differently
Questions?
Brainstorm time…
Take a moment to jot-down a couple of campaigns that your
organization runs throughout the year.
Now, how can you creatively use those campaigns to push through
social media sites to raise awareness?
Come up with 2-3 ideas of how you can use Facebook, Twitter,
YouTube and your blog to promote the initiatives.
Share it!
Email:
jordanna@rethinkbreastcancer.com
Blog:
rethinkbreastcancer.blogspot.com
Facebook:
Facebook.com/RethinkBreastCancer
Twitter:
@RethinkTweet
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