East Bay Coalition for the Homeless - Roger Williams University

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Social Media Social media outlets offer multiple ways to connect with current and potential donors. They offer a way to quickly increase word of mouth by allowing donors and volunteers to proudly post about the organization and their connections with it. We recognize that the EBCH cannot deploy all these social media tactics all at once. We suggest that the EBCH employ the “Crawl - Walk - Run - Fly Model” provided by Beth Kanter. Appendix E contains the specifics, which also can be found on this website: https://www.educationnest.com/components/com_jshopping/files/ files_products/PDF_files/PDFSlideShare/cwrf_model_bk_8_28_2012_120831100638_phpapp02.pdf. Goals 1. Create and raise awareness 2. Connect and engage with current and potential donors 3. Stimulate conversations about homelessness 4. Make EBCH the “go-to” organization for information about homelessness and solutions 5. Facilitate fundraising Why Social Media 1. Low cost means of connecting with target audiences. 2. Built-in methods (Tagging, Suggesting, and the like) for spreading information about EBCH to other networks 3. Built-in means of tracking impact of actions 4. Keeps EBCH top-of-mind for followers 5. Does require constant maintenance Suggested Social Media Outlets 1. Blogging 2. Facebook 3. Twitter 4. LinkedIn 5. Email marketing 6. YouTube/Vimeo 23
Blogging Blogs provide a voice for an organization and a way to share its concerns with others. Blogs can also foster connections within the charitable community. Goals 1. Relate to your audiences (donors, potential donors, those who influence policy) by telling stories 2. Provide a human face for the EBCH 3. Keep interested individuals informed about EBCH activities and initiatives 4. Let audiences know how EBCH spends donors’ contributions 5. Stimulate conversations about relevant topics General Blogging Guidelines 1. Post consistently: establish a pattern for posts (once a week, once a day) so that readers know when to check back 2. The best person to write posts is the person most excited to do so 3. Consider using “guest posters” for special topics — such as a donor prior to a special event 4. Craft each post to tell a mini-story: beginning (ideally with an interesting hook), middle, end (the “so what,” a call to action, a promise) 5. Use multi-media (pictures, videos) to break up text and keep readers interested 6. Create links to the EBCH website when appropriate 24
Page 1 and 2: EAST BAY COALITION FOR THE HOMELESS
Page 3 and 4: CPC Project Disclaimer: The reader
Page 5 and 6: Table of Contents Executive Summary
Page 7 and 8: Project Goals & Objectives Client R
Page 9 and 10: Fall 2012 Baseline Board Survey See
Page 11 and 12: Situation Analysis Organizational A
Page 13 and 14: Competitive Analysis: Internet Acce
Page 15 and 16: Competitive Analysis: Social Media
Page 17 and 18: Competitive Analysis: Differential
Page 19 and 20: SWOT Analysis Strengths 1. Staff’
Page 21 and 22: Positioning Strategy There are a nu
Page 23 and 24: Logo The existing logo, while recog
Page 25 and 26: Additional Messaging Under the “O
Page 27: Communication Objectives, Strategie
Page 31 and 32: Facebook Guidelines & Strategies 1.
Page 33 and 34: LinkedIn LinkedIn can help the EBCH
Page 35 and 36: Youtube/Vimeo Short videos provide
Page 37 and 38: Press Releases/Media Advisories/New
Page 39 and 40: Suggested Events 1. Walk-together:
Page 41 and 42: RIPTA Advertising A program of “i
Page 43 and 44: Donor Premiums There are a number o
Page 45 and 46: Sample Executions Sample Business C
Page 47 and 48: EAST BAY COALITION FOR THE HOMELESS
Page 49 and 50: Campaign Evaluation What to Track W
Page 51 and 52: Appendix A Fall 2012 Research Repor
Page 53 and 54: Executive Summary This report discu
Page 55 and 56: Research Process Research Objective
Page 57 and 58: Findings and Analysis Statistical A
Page 59 and 60: If you were not on the EBCH board,
Page 61 and 62: If you were asked to describe the E
Page 63 and 64: If the EBCH did not exist, what wou
Page 65 and 66: EBCAP Board Responses: Again, messa
Page 67 and 68: The spread of the ratings is presen
Page 69 and 70: C. How the Relationship with the EB
Page 71 and 72: Board Survey 66
Page 73 and 74: THESE ARE QUESTIONS FOR EBCH BOARD
Page 75 and 76: ALL RESPONDENTS SEE THE REMAINING Q
Page 77 and 78: ALL9 * Listed below are four potent
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ALL14 How effective is each of thes
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Appendix B December 13, 2012, EBCH
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You would continue to advocate for
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How many events per year... Should
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Differentiating Characteristics •
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Appendix C Spring 2013 Research Res
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Education 60% 50% 40% 30% 20%
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Familiarity w/ Other Organizations
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Donations: EBCH and Others Reasons
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Donate to other charities 100% 90%
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Know Anyone Associated with the EBC
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Message Effectiveness Tested five r
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This first question is a SCREENING
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FD5 How likely are you to encourage
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FD9 Why do you no longer donate to
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CD5 How likely are you to encourage
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CD10 Which of these fundraising eve
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CM4 What percentage of people in th
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CM8 How likely might you be to dona
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CM12 What factors do you consider w
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CL5 What is the highest degree or l
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Networked Nonprofits: Maturity of P
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At this stage, the organization doe
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Organizations in this category have
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FOR IMMEDIATE RELEASE East Bay Comm
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Appendix G Radio PSA Alert Template
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Appendix I Press Kit Guidelines Wha
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Appendix J WordPress Guide 132
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East Bay Coalition for the Homeless - Roger Williams University

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