Ensuring Digital Signature Lawfulness for Nonprofit in the United States

How to eSign a document: digital signature lawfulness for Nonprofit in United States

okay hello and welcome everyone thank you all for patiently waiting and introducing yourselves in the chat box to the right uh my name is Lisa and I'm from Futures without violence and we are hosting today's webinar titled overview of nonprofit digital strategy uh this is part of an ongoing webinar series on organizational sustainability which is supported by the Department of Justice Office on violence against women and part of a training institute we host called supporting organizational sustainability to address violence against women Institute or SOS Institute for short you will receive emails notifying you of additional webinars um in the future but this wrap up webinar will until 11:30 a.m. Pacific time during the webinar your phone line will be muted you may ask a question or report a technical issue using the chat function on the right of your screen if you wish to listen to the presentation over your phone please dial 1888 8850 4523 and the participant code is 755 365 pound once you have been connected please dial star six so that you can be muted during the call to minimize background noise I want to point out a couple of the features that we will be using today close captioning is provided in today's presentation captions will appear in the Box on the bottom of your screen you have the ability to scroll up and down in this box please note that when you manually scroll through the text the Autos scroll will be disabled to re reenable this feature please click on the Autos scroll box located on the upper right corner of the captioning box at the end of this presentation we will have a question and answer section please feel free to type questions into the chat box throughout the presentation the chat box is again located on the right hand side of your screen and we'll do your our best to answer all questions by the end of the presentation we'll work to address the questions if there are short questions during the presentation um but otherwise we'll save them for the very end for technical support during the presentation please send me a private chat message I'm here under the name Ana ali um by clicking the chat box chat box drop down menu on the upper right corner of the box and choosing the start chat with host options you can also call 18422 3623 for Adobe tech support and I'll provide all of these numbers in the chat box once I'm I'm done at the end of the webinar we will be prompted to answer a short evaluation please take a moment to give us feedback on today's presentation and also make suggestions for future topics we want to be responsive also as a reminder a recording of today's webinar and a pdf version of the PowerPoint Point slides will be available on our website after the presentation and also available in the files to box below the chat box as I mentioned earlier today's webinar is part of a series that we are providing Under the Umbrella of the SOS Institute The Institute was created in 20 and offers an interactive 2 and a half day training and ongoing technical assistance for obw grantees to enhance their organizational infrastructure participation for the training institute is built around team of three to four individuals from the same organization which may include the executive director board member and program staff we cover a broad range of topics from aligning your mission and core values to effective collaborations to staff development uh we have an extraordinary team of Faculty who are veterans in organizational sustainability given that they have either founded have led or are leading various cbsv organizations today we have invited experts in the field of digital strategy and Communications joining us is Futures longtime Partners in digital strategy media cause to lead the webinar we have Sarah pots director of digital strategy br eight years of experience working in a variety of Industries and nonprofits we also have christe kosac a senior account manager and she positions herself on the front lines of innovation in social media and applies that knowledge to the broader spectrum of digital marketing across channels we'll also feature two case studies uh of how organizations in our field have utilized digital media to tell stories fundraise and reach organizational goals and missions first we have our futures director of communications Marsha Robertson she has over 25 years of experience as a season marketing and public relations executive and communication specialist she also worked as director of media relations for HBO original movies in New York and then moved to San Francisco where she's transitioned to nonprofit marketing and Communications then we will feature our two guest speakers from the program of Northwest Portland area Indian Health Board bo uh when I ask my twoes at features what campaigns or organizations they think of when it comes to social media savviness people immediately piped up with we are native so we're very excited to have them join us and today we have David Stevens multimedia project specialist from we are native uh program of Northwest Portland area Indian Health Board David has a unique blend of health promotion and digital marketing experience he is both a registered nurse and manages we are native media CH media channels and all content creations and Thomas Le ghosto Jr project assistant um and he assists with several adolescent health promotion projects and manages we are native's youth ambassador program so without further Ado I'll turn it over to the folks at media cause who will start us off and I me I see that we have um several people with issues related to audio um we'll take care of that separately um and we're just going to keep rolling because this webinar will be recorded it is recorded um so we'll get started hey everyone this is Sarah with media cause I'm here with Christie hi um just myself I know Lisa did a great job but um we've actually been working with futures for almost four years now um and it's been great to see their digital pres presence grow and we're just excited to talk about some of the strategies that we've implemented for them and some of our other um perfect and so first a quick note my allergies are terrible today so if I pause if I mute myself on occasion to blow my nose that is out of respect for all of you um and the quick note as well that it was really great to see how many of you answered some survey questions for us beforehand we are happy to see that the majority of you are interested in talking about social media followed by email followed by fundraising and then a lot of people interested in websites and analytics as well um that's a lot of pieces we've done our best to hit all them over the next about 30 minutes that we'll be sharing with you and if have follow-up questions we hope to be able to answer those afterwards so here we go to be successful as digital marketers we need to know two things the first one is what we're trying to say this is why do you need to be talking what's your mission what's your goal all of us have causes that we're working for but what is that key component that is the most important thing to be sharing the second piece is how to our message to the right people once we know what we're trying to say who's going to be the person with the sympathetic ear and how do we deliver that message this breaks down into Communications and marketing knowing what you want to say is Communications and then the distribution channels you use is marketing they go hand in in hand overarching this entire concept is digital strategy I really think about digital strategy as being the integration of all of the impact that's going on within your organization so when you integrate your Communications and marketing through your digital platforms you're able to take your most important messages and get it to your most valuable audiences thinking about your organization in general we looked at how many people were in each of your organizations when you shared that information with us it looks like a lot of you are working on teams of about zero to two people total a couple of you are lucky enough to have a few more people on your team which is amazing but the important thing about digital goals is that they work really well when they're integrated with your fundraising goals and your program goals means that when you know what your programs are trying to accomplish you can find that central Communication strategy and then if you know what your development team's goals are you can figure out how much money you need to raise when and then your digital Communications and marketing team should work to craft those stories and send them out through the internet to the right people so that you can get the money you need for the programs you're trying to execute more on digital strategy here is as we're thinking about who our supporters are the more that we can keep in mind the people who are hearing this message the more successful your communication will be um some of us have organizations that have a really small group of donors or a really small community-led group these people are going to know a lot about you they're not going to need introductory information they're going to want the details about how is the issue improving what are you doing with your programs to improve the issue how can they get involved um digital is going to try and find easy ways to communicate those updates with those people another highle option is if you're trying to grow your community or perhaps you have a widespread Community if you're trying to talk to people who don't know as much about the issue or if you've been lucky enough to have a lot of growth recently focusing on some of the background issues is really important we call that Evergreen content it's content that's just about the issue and about your strategy and about the impact that you make year-over-year that content is really valuable to be shared across your platforms so that everyone who's New To You knows what you're about I wanted to share a quick note here about um internal disagreements and marketing style we get this question a lot from our clients about you know the our point of contact at an organization wants to do something have an idea that they think will be really successful but the development team has a slightly different opinion or the programs team has a different opinion we find it to be really helpful as long as everything is correct you know you don't want to be wrong with the information you're putting out but as long as everything's correct is to try all of the different options and then to track everything we'll get to tracking a little bit later and there's a bunch of great blogs about how to track up on our website also if you guys have the spare time with all that work that you do to learn more about tracking but this can let you know if the red button or the blue button did better or is a better call to action stop de domestic violence now or help save women is it more positive is it more action oriented when you have these different words and you can craft them you can let everyone's ideas win and then see which ones your community responds best to this gets us a little bit to your website your home all of your tracking can lead you back to your website I really think about it as the place where you want all of your users all of your community everyone that you would ever meet you want them to feel comfortable as if you're long-term friends and you're welc them welcoming them in into your living room your website is great because it can also track all interactions um if you have Google analytics set up on your website great job um that is going to help you understand how people are using your website are they coming to your homepage are they coming to your programs page how many people have clicked on your donate button in the past six months all of this information helps you figure out what people are looking for and if you find that a lot of people are coming to your website and leaving really quickly because the time on site is low or you'll see that people are only looking at one or two pages and you want them to see more that can be really great insights to maybe put some new information up or to build out information about exactly what you do we can get into that a little bit more later if there are specific questions about that um but I do want to talk about digital touch points lead acquis lead acquisition and nurturing so these are definitely stereotypical marketing terms but what they mean in the most basic ways as touch points are all the ways that you can say hello to someone if I were to Google Futures without violence I could find their website I could find their Twitter I could find their Facebook I can sign up for their email all of those are different touch points and so when I'm a user brand new to Futures without violence I want to feel like when I see each of those pieces of communication that they all feel really similar um that way when I am a lead I'm someone who doesn't know them and I sign up for an email or I sign up to follow people on social media that way I can know exactly who I'm talking to then when we get to nurturing that's a little bit more about email how does when someone say hello how does your organization do a great job of making them feel like they're really important to you then eventually you can convert these groups of people either to to being fundraisers or to attending events or to being volunteers whatever is most important for your organization so let's think through your touch points a little bit your guiding principle should be what door are you trying to tell um so this is every interaction you have with everyone how do you figure out what's that py story that's going to go from saying like hello my name is and insert name of organization and then saying one sentence that get someone really interested that's your acquisition and then your nurture is that kind of like paragraph the next couple ideas about why you're interesting and then the conversion is asking them to donate attend an event Etc um yeah perfect yeah next slide thank you here's an example um of one piece of content that we have from one of our clients it's important to know that just your impact that you're making and the content that you're sharing is the most important it is the way that everyone who doesn't get to be in your weekly meetings gets to feel connected to the incredible work each of you are doing this example that we have over here has some information highlighted in red it's text overlay a lot of people can make these in a lot of different tools um so these aren't necessarily Out Of Reach if you don't have a designer on your team um but this is trying to put your Community First what do they need to know what is your community why do they care about the work that you do do they care about it because you're reducing risk for people in their Community do they care about you because you are hosting really great events where people can meet and greet and talk to each other what's interesting about your organization to your community and how do you make sure to put that first when you put that first you can then engage people so that they're always excited to hear from you and once they're excited to hear from you you have the opportunity to ask that things of those people when you're asking people to do things in General on all your digital strategies you're going to have a couple different platforms to those touch points you're going have your email you're going to have your social you're going to have your website each touch point should roll up into a larger strategy your larger strategy can be things like we want to get 200 people to attend our event how do we do that we want to get 2,000 people to know more about domestic violence how do we do that when you're able to set clear numerical goals around around your different Communications points you're able to leverage all of your touch points to try and achieve the same goal together the next kind of slide talks a littleit about where you should tell your story here's some questions we often hear what social channels should we be on what is an emerging Channel what's an emerging platform how do I tell my board we shouldn't be on Instagram how often should we email all kinds of things like this I think the biggest biggest point I want to drive home here is that the internet is huge and it's much better to be good in a couple places than it is to be ubiquitous um I've seen sometimes organizations if you're trying to stake out your name if you have a specific brand name that you think is pretty unique you can get different social profiles and hold your name so that no one else can post with your name that can be very valuable but as far as what social channels you should be on that depends on where your audience is and I'm going to let Christy talk about that in just a minute um I want to note that an emerging platform is a social media platform like Twitter like Facebook that is new you know Silicon Valley has come up with a new great idea and maybe the kids are on it it could be Snapchat is an example of a new one probably no longer emerging but people are using it a lot more right now um Kick is an example of a newer platform um things like that where no one was on it six months ago and now there are a lot of people on it a quick note for how to tell your board we shouldn't be on Instagram um is to really push back and ask what the goals are of being on a new platform every time you add a new platform it adds a lot of time to whoever is managing your community to be able to maintain your brand and your voice in another location it's almost like adding another like event that you have to go to once a week it's a pretty heavy burden so anytime someone asks you why you aren't doing something on social I think a great question in response is oh that's a great question what do you think a good goal would be for that platform and then you can start the conversation to be about goals and not about brand visibility because when you don't have a lot of time it's really important to be strategic around what goals you think you can achieve on each platform um we'll get into email in a minute um and we'll get into welcome series as well so just perhaps a little hint of what it's the gum but I'm going to hand it over to Christie to get a little bit more into social media hello everyone um so I'm kind of the social Guru of the dynamic duo here um i' I've been working with future social for quite a while so I just wanted to touch on a few different aspects um one thing that I often hear from clients and potential clients is where do I get started social media can be really overwhelming especially in the nonprofit land when you're kind of wearing 50 different hats at a time um so one great way to get started is to really evaluate your resources how much time can you dedicate to managing social media do you have the ability to Outsource social media um kind of figuring out how it can fit into the larger structure um one great way to determine what platforms you'd like to be on is to create a list of the top 10 people you want to reach and this can be influencers in the space um you know it can be glorious Dum for example what is she doing where do we want to be but it can also be potential supporters you know I want to reach uh Joanne who lives in Texas and volunteers at her local Domestic Violence Shelter um that sort of thing you can kind of go both routes um but create that list and kind of figure out where are those people interacting communicating if someone's really techsavvy you know they might be operating more heavily on Twitter versus someone of an older generation might be more Facebook um it's really kind of determining where your demographic and Target audiences are um engaging one thing that we do with a lot of our new clients is Persona development um and this kind of ties back into evaluate your resources because this is a bit of a heavy lift but you can gain a lot of insight um into doing Persona development for your organization what we do when we're looking at Persona development um is examine the way supporters are using social media and these are the existing supporters we want to know where they're acting with your brand um how else they're using it and often times we'll do interviews with individuals um yep um Sarah's gonna Jim in really quick I'm gonna pop in because she's very kind to let share her speaking time with me um I think a great thing to think about if you guys have approximately 10 total dollars to spend on all of your Outreach for this is if you have someone on staff that can call some of your you know long-term donors or can get in contact with anyone who's been a supporter of yours and just ask them do they follow you on Twitter do they follow you on Facebook are the people who are helping your organization be successful following you on the social media that you're investing time into um that's the step one that we do with all of our clients is just helping them figure out are their most engaged and most valuable supporters engaging with them on the platforms that they're investing resources in and you can start that off with you don't need to be a marketer to do that that's an easy conversation I recommend everyone do to figure out if they're reaching the right target audience thanks sir um yes so that's just one component of it and then lastly just really identifying social media leads and influencers in the space you know other people I don't like to say competition um because in nonprofit We like to think there are no competition but um there definitely is and just looking at how other organizations in your space are using different platforms can help give you some insight into whether or not tapping into an audience that you may also want to be tapping into um the example I've included here is from one of our clients uh the natural resources defense Council and they've done a great job in tapping into sort of the activist side of of their followers and potential followers um this is actually an Instagram post um and they've used this sort of methodology to appeal to the kind of Scenic landscape that happens on Instagram um and they've really been able to tap into that audience via that channel um so I just wanted to show this one example here um moving on I just wanted to give a brief overview of of what I call the big guys of social media um I think it's probably most organizations are on at least Facebook if not Facebook and Twitter I just wanted to give a bit of insight into what those audiences look like um so obviously Facebook is a little more weighted 57% of adults are using that platform um which is a pretty big number when you think about it um versus 19% on Twitter um there are 1.44 billion active users on Facebook monthly um and the average American spends about 40 minutes a day on Facebook and that definitely varies between age groups although I think the older generation is catching up at this point um and the one great thing about Facebook is that you can show a wide range of visual content um you can show images you can have Texton updates um they've really been pushing video lately which is a great opportunity we've some seen some really amazing results from their autoplay feature um and they're also constantly updating the ways that Brands can depict themselves creatively on the platform I could spend 20 minutes talking about all the different ways but um this is just a broad overview so I will skip that um and then on Twitter one thing I love about Twitter is that it really forces Brands to communicate concisely what they want their users to know um a lot of people find the 140 character count um intimidating but I like to approach it as a unique challenge to really focus on the key components that you're trying to communicate and I think it really makes organizations think about what they want their users to know um and then uh one great thing about Twitter is also that you can really track and engage in conversations through the use of hashtags and I know that Mara is going to get into this a bit um in her presentation but we've seen a lot of great movements happen around hashtags particularly in the nonprofit space um I think we can probably all name quite a few off the top of our head um but I think it's just a great great way to expand the reach of your organization if you can tap into the right audiences um and like I said before it's great for really brief pieces of information and concisely communicating what you want people to know um so that's just a brief overview of what I call the big guys um and there are quite a few others but we'll get into those later um a few best practices I know we've talked a lot about goals and we're probably going to talk a lot more about goals um because that's really the focus of of all of your digital efforts is to achieve some of your organizational goals so one thing we like to do is kind of break down the goals to specific platforms if you're on a on Facebook what do you want your audience to do there do you want them to share content with their audience do you want them to click through to your website to take an action sign a petition or would you like them to just engage on the platform you know Give opinions are you wanting to gain more insight about your audience maybe you can ask them a question there um it's really kind of honing in on on how this fits into your overarching goal and really breaking it down by platform and a great way to kind of analyze whether or not you're being successful is to look at some key metrics that you would like to use to measure success um one thing that we tend to do is benchmark based on a time period that we're planning to measure moving forward um with our clients this tends to be monthly but really looking back you know two months from the start date and seeing how you performed and then setting those numbers as a benchmark moving forward and how you'd like to analyze your performance ahead of time and it kind of creates some competition with yourself to to keep the the numbers moving upward um one question I get a lot about social media is how much content should we be posting and I think everybody expects an absolute answer and I'm going to disappoint you and say that there is no absolute answer um you really just need to figure out what the best um sort of gauge of your audience is to be able to reach them at the right times of day and this will require some experiment on your part as you kick off but I think once you hit your sweep spot you'll know exactly what you're doing um and just continuing to measure and analyze if you see a drop off in your audience maybe you're posting too much um but just to give an idea I have one client that posts 10 times a day on Facebook and I have some clients that post three times a week so it's really just figuring out how you're going to be able to best engage your audience um one great thing you can do when when you are posting 10 times a day is utilize scheduling tools that are available for the platform um there are so many available but two of the ones that I think of off the top of my head are that are really useful the nonprofit space particularly because they're free um first of all is Facebook's on platform scheduling tool um you can actually schedule content out in advance just write on your page um you can also draft content to send out later on um it's just a great tool and it it allows you the most capability to make sure your posts look great um and then I also would recommend you using hoot site checking into hoot site because you can schedule out content for multiple platforms um and it's really great for monitor monitoring your brand as well um so those are just two tools off the top of my head that can make your job easier and provide a little bit less of a lift if you're not wanting to log on every day I wanted to make a note about monitoring um for those of you who don't know what Hoops is and haven't monitored social before um some of that monitoring can look like how many people have replied to you over the past week and you can create a list where you can just see all of the replies and you can create a list and like you can start to follow a couple people back and it Aggregates the information in a slightly different way so you can have different insights on it so for those of you brand new to Twitter um that's what that looks like um and then lastly I just wanted to add a note about knowing your audience and staying on your toes um one thing that's intimidating but also the greatest thing ever about social media is that it's constantly evolving um you're always going to find new ways to reach out to your audience people are going to be on new platforms or they're going to be using the platform in different ways um we've able to tap into this for example with Facebook's video um and really kind of Leverage that to our advantage and come up with some cool concepts for our clients but I think just keeping an eye on things and and seeing if um seeing if there are any new types of content appearing in your feed um just really keeping your eyes open is basically what I'm trying to say um so social media management tools I'm going to go into this a bit more um I have the second tool that I mentioned hoot s is spelled out on this slide here so I saw a couple questions come up about that it's spelled out here if you wanted to write it down um so one thing that can also play into social media management is not just a scheduling tool but kind of an internal road map of sorts um called we call it a social content calendar and you'll see that a lot in the space um but I think this really can help your social efforts go hand inand with your larger communication efforts um again goals goals goals how are all of these things working together um to feed into your larger communication strategy and they really should be going hand inand um again take advantage of the free scheduling tools available just to make your life easier um you know if you could spend an hour a week on those free tools scheduling things out that'll make it much more accessible if you have a smaller team um one thing that I always think is beneficial is to develop social media protocols and guidelines for team members this is particularly helpful if if you have multiple people managing a social media account or if you're kind of enabling not enabling if you um encouraging your internal team to participate on social as well this will just give them guidelines of what not to talk about what to talk about um and how they can kind of communicate your mission um another tool that you can use just in terms of tracking how people are engaging and this is getting a bit more technical in in the tracking side of things um as Sarah mentioned earlier we do have a lot of great content on our uh blog about these specific things but I just wanted to touch on them here because they feed into kind of what we're doing for all of our clients um so bitly if you've never heard of it it can short shorten a link um on social media so it's not taking up a huge long space and just make it more concise but one handy thing is it also tells you how many clicks the link is getting um so you can log in and see how many people are interacting with that specific link um and then getting way more technical uh Google's URL Builder helps you add tracking to uh the end of your links so that if you do have Google analytics linked up to your website you can go in and see how a specific link performed and what path people took as they went through that link um on your website so again a little more technical but um if you want more info on that we're going to provide contact information later and you can always follow up with us and I want to reiterate here that you can absolutely use this tool it is more technical but once you learn the basics of it it's very intuitive and I want to encourage anyone who has has any level of interest in this to go for it um I think I think this is well within everyone's grasp if you're here and you're working hard on an issue you're smart enough to figure it out I believe in you um oh it's my turn to talk more here we go so let's talk about email now that Christy rounded out all social ways for you guys to save some time plan out your content analyze your content um that's one way for you guys to be thinking about how are you managing one relationship email is your most personal relationship when you're talking to someone on social media everyone knows that you're talking to the whole world it has a very megaphone style feel to it even though you can have personal conversations with people and we recommend that you do that as you have time to do so email is your opportunity to really connect with people one onone um you can use first names I highly encourage you to do that um and there are three different big types of emails that you can send one is a news update this typically is sort of about what you're up to this is a general sometimes it's a newsletter uh sometimes people do it quarterly we I'm finding a lot of our clients right now are using quarterly emails instead of weekly or monthly emails to keep people up to date on what the organization as a whole is doing and then saving some time in their Communications calendar for campaign and appeal And Timely emails so campaigns are going to be a series of communications this can be a series of emails along with social media um along with you could even like change an image on your homepage so that everyone knows if they come to you or they hear about you in any way during the 3 to 12 days while you're running a campaign everyone knows that you're trying to achieve something together campaign to mobilize action you can try and get people to tell their friends about you so that they will follow you growing your digital communic your digital communities you can be trying to educate people about a new stat you found or a new frame of an issue that you found powerful you can be trying to get people to sign petitions raise money or attend an event the appeal is a call to action for how people can help today this is sort of a subset of a campaign email a campaign should have an arc to it there should be a little bit of a storytelling people should understand why you're telling them about this why this matters now and then the appeal email answers the third question of what should I do to help appeal email can be short and sweet really clear and then some of our clients are very hesitant to try short appeal emails I would love it if everyone who has MailChimp tries an AB test email where you can test two different content types write out your one your long appeal with that like letter from the executive director very very traditional very informative very comfortable and test that against an appeal that's really short that says the same story but in under a paragraph and has a big button that says like help today um testing those kinds of things can be so incredibly valuable you'll start to see different groups of people responding to different types of messages and and it can really up how many hi um I think we're getting a lot of feedback so um for all the speakers speak I'm going to I'm gonna maybe I need to just stopped okay so the feedback stopped so um all the speakers Could you um mute your computer audio and then try talking again now this is Sarah are we better everyone yep great all right no news Perfect all right so that's email most personal relationship three General tpes um segments are important because they help you understand how all of the these people who are on your email list whether it's 200 or 200,000 how do they know you um it's the same way if you met someone at a party on a Friday night you're going to interact with them differently than if you met someone at church on a Sunday morning knowing what that initial impression that some one had of you is so important to knowing what the next step is in communicating with them so we break through kind of like three break out three General categories um events this is if someone signed up for your email list while they were at your Scala at a speaking event at any sort of thing where they saw you in person we break this one out because people typically are more engaged if they signed up for your email list from an event they already have done one of the actions which is to come to an event and these people are more likely to donate more likely to be a part of your um key core missions we also talk about online these are people who signed up to hear from you guys online these are typically going to require the longest period of time to become engaged with you um and that's why an online subscription having a welcome series is really valuable I think I get to that in the next slide and if I don't I'll just speak to it then and then the third one is through a specific campaign if you know if you have a list and you know that 400 people signed up for your email list during a awareness campaign about the number of teenagers in abusive relationships then you know that everyone who has signed up from that campaign cares about teenagers for some reason so when you come to the end of the year ask if you want to segment out by those people even though your big overall donation strategy might be to ask people to fund your work for another year you might ask those people who had indicated that they were interested in teen relationship awareness to say you know our program needs $7,000 more to be able to continue our teen sponsored programming can you help us and that specific appeal to that specific relationship has a higher likelihood to succeed um so this welcome series oh it's on the same slide look we go this welcome series is a way to help people get to know you as soon as they sign up without you guys having to do any it's automatic you can set these also up in MailChimp um MailChimp is our preferred email use case for our clients because it's cheap um and easy to use a welcome series is two to three emails typically a first email sent out within 24 hours signing up that gives them an idea of like welcome to the family this is who you're talking to it sets the relationship and the standard for how often you'll be communicating with them saying thank you so much for joining Futures without violence you can hear you can expect to hear from us at least once a month and anytime we have special events that are happening the second email this is where you can start to decide what you think is important sometimes people focus on a specific project some people focus on the issue in general um we really recommend in this second or third email asking people to consider signing up to follow you on Facebook or Twitter or wherever else you are likely to be getting people on multiple platforms is an important part of the touch Point Theory because the more time the more places people can hear from you the more connected they will be to you and the less likely they are to atrophy and just sort of like wave off your list um this gets us to a note on fundraising um I wanted to just talk a little bit about membership programs when you are able to get someone to become a member which right now I'm defining as an ongo means that you have to convince someone one time to make the decision to donate to you but that donation will continue over time whereas if you ask someone to donate once and then you ask them six months later to donate again they have to make two mental and emotional decisions to part with their money the fewer times you ask someone to part with their money the more successful you will be with that person and when you have an ongoing donation program you can have someone donating once a month all year so that's 12 times and then you can also ask them to donate during big campaigns so that means that your likelihood of getting donations from this individual person goes from one to like 13 or 14 if you get if you're able to convert them during a campaign and an end of year ask we don't see any individual anywhere responding to 13 campaigns throughout a year so being able to build up a membership program allows you to communicate clearly with a small group of people and it allows you to get those donations over time and also have some good messaging around your donations help us be successful you know thank you for being a core member of our community you can make people feel really special by being a part of that membership program um last note on fundraising is use current events as much as possible it doesn't have to be a big campaign it can be just something in the news um you can see a hashtag that's trending and if you think it has something to do with your work in general um hop in on it have a conversation with someone introduce yourself to someone explain how your organization is the solution and then you can also drive people to your donation page if the timely event has to do with your work um this is a quick Cent example I just want to share with you guys this is just a really aspirational one we've been working with Cornell for over five years um we advance the lab the lab's mission with a multi-touch point strategy and our goal is to attract and engage people who love birds through aggressive content marketing content marketing is when you invest in creating content in their case they landing pages and they had a whole repository of bird sounds um and they'd invested a ton of money into that and so we wanted to leverage that to get more people to know about the lab here are some of the impressive numbers they were able to achieve um so you can see over there everything worked really well one number I want to point out is the very last number which is a 67 C lead acquisition cost this is a little technical what it means is that for every email that we acquired for them we anticipated that email to be worth 67 cents based on how much people donated um this varies by channels this varies by organization this varies by industry um but we were we were and the lab has been very happy with the numbers like 70% of new donations coming from digital efforts 133% year-over-year growth and over $2 million in online donations um I want this to be kind of a an inspiration and a thought that when you invest in your digital platforms over time with with with strategery is what I was going to say but that's not a word um but when you're strategic about your investment in digital you're able to track your efforts over time and optimize them and lead to really great results um and I just want to note I I um added the link there for the case study in case anyone wanted to read more in depth about our work with Cornell um with we're big fans of of our work with them and and to give you further inspiration if you'd like to check it out um there's the URL at the bottom all right and then here's our little inspiration of we just wanted to say like make something great today um when we saw everyone introducing themselves we were really inspired by all the organizations that we're hopping on and we're so thankful that all of you took the time to listen to us share some of our thoughts on this and that we believe that everyone is already doing great work and that making something great digitally is 100% within your capacity and we look forward to seeing it um and then we've just added a slide here for further reading and tools um I think this will be more handy once you guys are going through um after you download the webinar um when we send out the follow-up email so um that's everything on our end um I think we're going to turn it over to Marsha Robertson from Futures uh she's the director of communications there and she's going to chat a bit about how digital marketing has changed they're working in and how they've been able to sort of Leverage breaking news to further their mission um so Mara I will turn it over to you thank you very much hi everyone I just want to say thank you to Sarah and Christy for sharing your wisdom we are very L working with media cause absolutely so let's start with a quick introduction to Futures without violence if you don't don't know already know us we're a Health and Social Justice nonprofit that's been working to in violence against women and children for more than 30 years we work from offices in San Francisco Boston and Washington DC we develop uh work from offices in yeah we develop national policies programs social action campaigns in the last couple of years we've really enjoyed the opportunity to expand our website and social media so the bad news our Communications team is a small one 2.5 full-time staff that's two in San Francisco including me and the halftime of a very smart teammate in our DC office so if you are out there listening and you have 10 communication staff do don't tell me about that don't don't email me let me know how lucky you are so what I want to talk to you today I'll something a little L sorry how do I get back pardon me for a moment the wrong button yeah just do the error So today we're here to talk about digital strategies and one of those I'd like to call out is how to leverage digital tools to raise visibility for your organization other words how to use use the news to your advantage believe it or not I'm going to talk about sports and domestic violence as a case study because it's a topic that continues to keep our conversation in the media and based on of it I have got a bad habit folks of a space bar someone's going to tape it down to me so that I don't do this again I'm so sorry all right here's where I want to be so based on the events of the last couple years hasn't been a better time to call out bad behavior in professional sports while teaching the Next Generation about healthy relationships but first I'd like to talk about where we're getting our general news the truth is five years ago most people were relying on traditional Outlets newspapers magazines TV and radio but we all know there's been a shift today we are very likely to stay in the know with social media so here are three news outlets from my Facebook feed last week the New York Times L deor and The Daily Beast that means photo headlines and click here to see full story yes it is true that all of them compete with funny cat videos for my attention but in the course of the day I'm able to access top news from my favorite sources that makes me one of the 62% of Americans get some of their news from a social networking site and Facebook happens to leave the pack followed by Twitter Reddit and Tumblr so guess what new rules and new tools how can we raise them to to help you raise aess for your work before we move forward I'd like to take you backward for a moment I'd like to tell you about a seminal year for the issue of domestic violence and how activists successfully used the news the year was 1994 President Clinton signed a crime bill that included the groundbreaking violence against women act that meant $1.6 billion for investigation and prosecution of violence against women invaluable distances for victims and survivors in fact it was a landmark legislation but 19 1994 was memorable for another reason can you think why football legend OJ Simpson went on trial for the murder of his wife and her friends and the story came into our living rooms with lur details around the news coverage when it was revealed that OJ had a long history of abusing his wife the topic of domestic violence loop from the back page of the newspaper and our newspapers saw them on the front page a formerly private issue went very public Esa solar the founder and president Futures without violence was in Washington DC that day and when news of OJ's arrest went public a high-ranking female official turned to her and said Esa this is your moment and she was right OJ trial provided an opportunity for Grassroots organizations all over the country to raise up the stories of their victims and survivors and get media attention many wanted to share the stories but never had ironically seaches without violence which was called The Family Violence prevention fund at the time I've been preparing the very first Public Service Announcement with the Ad Council it was called there's no excuse for domestic violence so once again the 1994 timing was great a PSA was distributed thousands of newsletters were mailed to shelters and Advocates all over the country there were tips and tools about how to talk to your press how to write a press release all the old school tools but they worked in fact we did a survey of newspaper stories that investigated domestic violence coverage in the Washington Post and the New York Times and here's what we found before 1980 tiny number of stories during the 1980s improving slightly but in the 1990s and into the following decade thanks to OJ Simpson's trial and the Grassroots organizing tactics news coverage Rose dramatically and we believe that more media reflected a gradual change in Social and cultural Behavior why do I point this all out is to remind all of ourselves that the power of media is strong can Expose and amplify our issues so now I'm going to jump ahead another 20 years 2014 unfortunately two other celebrated NFL athletes in the news Baltimore Raven Ray Rice knocked out his fiance in an elevator and it was caught on video literally for all the world to see on YouTube Dallas Cowboy Richie Incognito constantly bullied a teammate with profane racist and homophobic slurs but what happened with the media's reaction to domestic violence and bullying this time what happened 20 years later you're right in the 20 years of the past digital media happened so we got the viral spread of the Ray Rice video the digital news site the Facebook post the angry tweets social media created Firestorm of outrage against the NFL and there was the collective angst of regular folks celebrities Civic leaders Sports journalists bloggers and yes TV Advocates but if you were the president of the National Football League Roger you might wake up to this it seemed that everyone had opinions and everyone had access to sharable graphic and social media but back in our world at the offices of teach without violence we thought these are incidents that accumulate to another teachable moment we wanted to be part of the conversation even before the NFL responded to Ray Rice's shocking act with a minor two game penalty and what did we do we emailed local and national press and offered our organization as a resource for journalists we wrote an oped for the huffingham Post we emailed thank you notes to press who were taking a stand with the help of media cause we created posts and images for Facebook and Twitter we were among many activists who helped raise the volume of the conversation the high point for us was probably a firsters story by es solar our president in Sports Illustrated this was the best place we could imagine to take a stand and communicate with the team's owners as well as the fans so organizations like ours and your Ys I'm sure were speaking out but there was also another Grassroots response bubbling up Twitter was flooded with heart-wrenching stories from women explaining why they remained in abusive relationships or why they finally left the emotional outpouring was collected on hashtags why I stayed and why I left and a writer and domestic abuse Survivor named Beverly Gooden said she started the campaign when she saw Ray Rice's video because she wanted to change the tone of the conversation with compassion she said I believe that we find strength and Community Time magazine called it hash feminism and it had quite an impact so here's a recap of our digital actions over a couple of months and all of these can be done in your local market we emailed a statement to 30 top Outlets we wrote aeds we sent top news Clips to our constituents to engage them on the topic we emailed thank you notes we created sharable Graphics we tweeted Direct the sports writers and influencers who were in the conversation and you can do this easily as well find a domestic violence news event in your town or state that's getting coverage and unfortunately we know that won't be too hard to find right email the media Outlet let them know your organization would like to be considered as a resource or spokesperson on the topic of DV or sexual assault today create social media Graphics distribute them to your Facebook and Twitter networks hoping that they will spread your messaging even further and at this point maybe you're thinking you can't afford a designer and often times we can't either so take a look at an app called canva it's spelled CV super easy to use anyone can use it to build sharable graphics for social media it'll be a seet weapon so for me the goal is to share personal stories that put a face on domestic violence and sexual assault we want the media and Society at large to know that violence can and does happen off the field among professional athletes but we all know that it's happening to our neighbors our co-workers our friends 22 years later there's still no excuse for domestic violence but there is some good news since 1994 and it doesn't get enough attention ing to a White House statistic domestic violence against adult women has dropped by 67% in the last 20 years so I'm going to jump back to our topic I hope you don't mind if I stay on Sports just a little longer in 2015 a Dallas Cowboy named Greg Hardy had been found guilty of assaulting his girlfriend in an initial court trial but he was still enthusiastically praised by the team owner in the management in fact it was more than Fox broadcaster and football legend Terry Bradshaw could handle so he spoke out during a broadcast and said I hope we never have a place in the NFL for people who strike a woman another teachable moment we thought so one of the greatest players in the NFL is no longer a bystander he is an upstander was there something we could do to acknowledge Him yes we invited our Facebook and Twitter Community to sign a digital thank you card and in a matter of days there were thousands of signatures we used a digital petition tool and we turned it into a thank you card to engage our supporters with a call to actions here's another example we're big fans of a Pittsburgh Steeler named William Gay he's a violence prevention Advocate whose mother was killed by a stepfather when he just a boy he wore purple shoes during domestic violence awareness month and he was subsequently fined by the NFL for sending a message with his uniform really in response we emailed our database of support we posted on social media we invited everyone to thank will gay for taking his stand and we got another great response so here's a quick recap recap it's likely that many of you listening today are far beyond these tips and these tools you've already jumped in with both feet and in are staging successful social media campaigns but if you're still in the initial stages of growing your community the thought I want to leave behind with you today is that digital digital media gives us that voice we didn't have 20 years ago so let's use it thanks to new tools and dealing the media it's all become more Dynamic and more democratic thank you so much for listening and chrisy I'm going to turn the webinar back over to you to introduce our next case study great um so next up we have David and Thomas from we are native um and I'm excited for them to present to everyone because they have a great example of the sort of multi-touch Point campaigns that we've been speaking about um and I think it'll be a great connection to everything that we've been talking about so without further Ado I'm going to turn it over to you guys good morning everyone thank you so much for the opportunity to share our work uh with we are native uh my name is David Stevens I'm a nurse and also the multimedia project specialist here at the Northwest Portland area Indian Health Board and my name is Thomas ghosto I'm an enrolled member of the burns pyute tribe which is located in southeast Oregon and I'm a we are native specialist along with David and I also help um Shepherd our cohort of we are native youth ambassadors and thank you for this opportunity to give you a little bit of background about the Northwest Portland area Indian Health Board we are a nonprofit organization that serves the 43 federally recognized tribes in Oregon Washington and Idaho we are native is a multimedia Health Resource for Native teens and young adults across the US the service launched in 2012 12 and includes a website Facebook Instagram a YouTube channel this project is funded by the Indian Health Service HIV and behavioral health programs and as such it gives particular Focus to the prevention of suicide bullying STDs teen pregnancy and drug and alcohol use hopefully you can hear us now we'll we'll speak closer to the mic to guide our messaging we created a media strategic plan with discrete goals and objectives um to carry that plan out our team meets by monthly to brainstorm messaging topics and resources and Maps out Maps them out weekly and annual messaging calendar calendars as you could see here our high-tech um messaging calendar in our office that we have our development team includes five to six staff who contribute a doc a nurse myself a teacher uh we have a suicide prevention team A Youth Empowerment Guru here Thomas and 50 youth ambassadors our youth ambassadors are the heart and soul of we are native uh they are committed to spreading Positive Vibes and creating positive change in their communities uh they also create and provide feedback on new we are native content they travel to other communities to amplify youth issues and also uh represent we are native at national conferences here is an example of our messaging uh plan our goal is to provide a mix of content that will be engaging to our audience uh Health humor what's trending Sports uh celebrity news and schedule these messages we use hoot Suite uh Facebook's scheduling tool and also our text message provider moso here's a little more um background information about our actual website itself the website includes content on social emotional physical and spiritual health it also provides General Life advice on a wide variety of topics from transitioning to college to communicating with friends we wrapped all this medically accurate information into a fun interactive package driven by native youth we knew that if we were going to be successfully compete for their time and attention online we have to create a positive entertaining interactive space that really spoke to their everyday experiences and interests strategies that we use to boost interaction um we try to compile the most engaging content compelling images and stories uh we also amplify positive stories about youth doing good things in Indian Country um we have monthly contests uh we've learned through trial and er as to what makes a contest successful uh but we always ask ourselves when creating a contest is what we're asking youth to do actionable uh is our audience really going to do what we're asking them to do and how many steps will it actually take them uh a couple of things that work for us to boost user engagement includes again using celebrities humor and specific facts to the our target audience they of vied uh to bring users back to the meat and potatoes at the website as we call it we use monthly contests and Facebook Instagram and also text message prompts through enroll in the text message Service uh you just text the word native to 24587 uh currently we have about 4,000 folks signed up for the text message service here's a screenshot of our Facebook page um it had been mentioned earlier in this webinar that um you know youth are on different social media platforms and for us we found that Facebook is by far our most popular uh Outlet to reach our target audience um it's kind of small but um if you can see on the left hand uh side of the screen we're approaching 40,000 likes um and for us that's huge so anything we post whether it's medical information um something positive that other native youth are doing in their communities almost 40,000 people are seeing that um you know whether that's scrolling through their Facebook or um you know just being online so Facebook is by far our our most popular means to reach our audience another um screenshot is our Instagram not as popular as uh Facebook but we are approaching um the followers um and and it seems to be working well for us as well and here's an example of a campaign that we did last September for suicide prevention month built off a social marketing campaign that our Thrive project designed hash we are connected we need you here for our monthly contest we challenged the youth ambassadors to personalize the sign and upload their photos to social media with the hashtag we need you here we promoted the contest via Facebook and text message social media content focused on connecting users to the National Suicide Prevention lifeline and other Suicide Prevention resources available on our website another really popular portion of our website is an anonymous ass anti uh Q&A service to highlight suicider related questions that have been submitted to the site it's one of our most active sections of our website taking away the embarrassment youth might feel asking parents friends or health care providers our youth ambassadors promoted the campaign in their communities and through their own social media networks a story about the youth's efforts was picked up by Indian country today which drew a lot of attention to the campaign and the topic of suicide uh they did a really good job framing the story around Youth Empowerment and the power of Youth activism though uh which is different than a lot of press that focuses on suicide in Indian Country tending to highlight the negative statistics uh which isn't really engaging or actionable for our youth audience we measured the campaign's reach um through these channels the campaign uh reached nearly 7,000 people per day during the month of September uh we had 8,000 website page views and a reach of 162,000 on Facebook uh our our demographics are primarily in and young adult emails in terms of budget uh most staff are in kind uh funded by adolescent Health Grants uh the website and images are also so Grant funded uh for our social marketing campaigns we have roughly $1,000 per year uh which we primarily used to boost content on social media and disseminate our materials lastly please help us spread the word about we are native you can like us on Facebook follow us on Twitter check out our YouTube channel um or even text native to 24587 to receive weekly health tips contact test and all around life advice and we just want to say thank you from here in the Pacific Northwest for giving us this opportunity to showcase our awesome website thank you all thank you um all right so we have about uh 20 minutes for Q&A and I have here uh three questions for our presenters here today so while we're asking um while we're discussing these questions please feel free to add more in the chat box um so I'll get started here with the very first question um one person said that um my agency is specifically trying to reach youth in middle and high school and wanted to know if the presenters were going to speak more in depth about emerging social media platforms and I don't know if we quite covered it um to the extent where we featured individual emerging to social media topics but I would love to turn it over to maybe the media cause team and also we are native to see you know what what are some emerging social media platforms that you could introduce to folks today right now hey everyone this is Sarah um great question one thing that we have heard is really helpful uh we haven't been doing very much of it but is uh texting so SMS messaging which is also what we are native believe just mentioned uh so we go we are native um there's an article that I will try and find let's see here it's a podcast I'll send this over to everyone about how to use data to create social change by this really smart woman who talks all about how she used um texting to be able to reach kids in high school and that kids are more likely to text their feelings than they are to speak to an adult about their feelings which was interest an interesting finding from this so we'll drop that into this chat right now so you guys can all listen to that if you have the time um we find that kick is also doing a lot because kids can be anonymous on it and they enjoy that that doesn't necessarily help you with your brand management um if you're looking for it sounds like what you're looking for is ways to reach people if kids are your Target demographic um and I have also read a lot of studies about how brand Association works really well because everyone wants to be cool in middle school and high school and fin