Create Your Non Profit Invoice Template for Public Relations Effortlessly

Non profit invoice template for Public Relations

alright qem I watched it struck one o'clock here on the East Coast okay if I go ahead and kick us off officially yes yeah do it alright let's do it well good afternoon everyone if you are on the East Coast and good morning if you are on the west coast or somewhere in between thanks for being here for today's bloomerang webinar digital PR basics for nonprofits how to get visibility for your cause and my name is Steven Shattuck and I am the chief engagement officer over here at bloomerang and I'll be moderating today's discussion as always in just a couple of housekeeping items before we get going here just want to let you all know that we are recording this session so if you have to leave early or maybe need to make a meeting or you want to just review the content later on you'll be able to do that I will get you the recording this afternoon as well as the supplies if you didn't already get those so hang tight I'll get you all that good stuff here later on today and most importantly I know a lot of you have already done this and that is used the chat box right there on your webinar screen we're going to try to save some time at the end for Q&A so do not be shy with your questions and comments I'll be keeping an eye on those and we'd love to answer your questions live and make it as interactive as possible so don't sit on those hands you can also send us some tweets if you'd rather send in your questions and comments there I'll be keeping an eye on the Twitter feed as well and one last thing if you have any problems with the audio through your computer speakers we find that the audio by phone is usually a lot better so if you have a phone nearby and you don't mind dialing in try that before you totally give up on us usually it's a word but better than via computer audio and if you want to do that there is a phone number in the email from ReadyTalk that went out about an hour or so ago with a phone number that you can use if this is your first webinar with bloomerang I just want to say an extra-special welcome to you folks we do these webinars every single week usually on Thursdays and we've got special two-day session today of course which is great we love it my favorite thing I do here at bloomerang we bring on great guests for really expert content and if you want to watch any of our previous webinars you can definitely do that on your own time but if you've never heard of boomerang besides our webinars we offer donor management software so just add some context there and if you are interested in learning more about what we do you can check out our website don't do that now please wait for an Allyson now to learn more about us because we have a great great speaker here today making her webinar debut it's my friend Julia can I know easily how's it going I know I feel so bad we were talking before I followed you on Twitter for years you did our video podcast a few years back and I have no idea I did not extend you an invitation earlier so I am I apologize on behalf of everyone to attend because you guys are in for a treat I can personally vouch for Julia's content she got an awesome awesome blog and Twitter account that's the Twitter follow that you should do immediately in fact her blog is really highly regarded it's on a lot of pop with I can definitely vouch for the advice there but she is a lifelong nonprofits here she's been a development director a marketing director at small shop so she has been in your shoes she's not just some someone spouting and CSI she's done all these things for nonprofits so you guys are really in for a treat Julia I've already taken up we can work to your time so about digital PR my friend take it away all right thank you thanks Steven I'm really excited to be here with you today I'm happy to take questions and happy to talk about anything regarding PR non-profit like Steven mentioned I do come from the sector and I've been in your shoes and I completely understand wearing multiple hats putting out multiple fires I understand that you are all very busy so thanks for being here with me today so what we're going to talk about today we're going to talk about digital PR why it's more than simply just getting on social media how to start a plan for your nonprofit and I know that most of you are probably in very small shops and then some try to free techniques some were or examples and some tools that you can use to make your job easier and to get more visibility for your organization so why do we talk about digital PR why do we talk about social media why do we talk about digital engagement the point is and the reality is that it is an incredibly cluttered landscape out there and I don't need to tell you that you know that so this is what happens in an internet minute I am sure that all of you have several browsers open you're on your phone you might have 40 different monitors you might even be watching Westworld while you are watching this webinar that's completely fine so the whole point of a digital PR plan is to figure out how to grab attention and get peak some interest in your followers so just a little bit about the social media landscape and the digital landscape before we start because I do get questions all the time is social media dead are people really using social media are people quitting Facebook and I have to say a resounding no so if you go to Pew Research Center they have a social media use in 2018 report it is fantastic it will give you the usage statistics and the demographics for all the major social media channels and you might be surprised by what you find older Americans are getting on social media more younger Americans it's only measuring the Pew Internet research report only measures American adult internet usage I should say that so if you have an international audience it doesn't measure that young people are still on it they're using YouTube they're using snapchat using Instagram we're going to talk about video because your strategy needs to be focused around video especially if you're trying to target younger people people are using social media even more than ever before they're on their phones they're on these channels they're on these platforms are on these apps it's not declining I do want to point out that Instagram should be a key part of your nonprofit digital PR strategy we're going to talk a lot about Instagram I'm actually going to show you some examples of nonprofits using Instagram it is absolutely exploding us even overtaking snap chat amongst 18 to 24 year olds and teenagers and it's the potential and the power of the platform is just growing so what is digital PR it sounds like a really fancy term basically it just means we're not going to just spray out press releases anymore we're not faxing or emailing or attaching PDF emails or just sending out press releases to a mass email list digital PR is a combination of traditional PR practices which are really important we'll talk about them media relations talking to journalists working with bloggers and influencers but also mixed with content marketing at social media and search strategies so there's no line anymore between PR and digital marketing I don't think there's any lines anymore between marketing and digital marketing and traditional marketing everything needs to have some visual component to it there's also no silos so I don't want you to say this is not part of my job it's part of everyone's job at the organization to understand the brand voice and to work towards publishing the mission and engaging with your community of the organization it's up to everybody it might not be in a job description but it is up to everybody so really what are we talking about we're talking about cutting through the clutter and creating buzz and of course that's what we want to do and that's just good digital PR does and we're going to I'm going to show you some campaign that do that very very effectively and why you know why they are effective so I always say the digital PR is a bit like tinder I've never used tinder ok I have been married for 13 years I've never been on a dating app thank God but it's a bit like that first date okay it's a bit like introducing yourself to somebody so you're going to grab that attention pique that interest from someone but then it's up to you to turn all of that attention and awareness into a long-term committed don't know relationship a long-term committed volunteer relationship a board member whatever it is that that's your nonprofit goal for doing digital PR okay so what is required let's get down to the nuts and bolts what's required for digital PR success really you need to be using video I'm not going to be showing specific video examples because sometimes it buffers and people connections are crazy and sometimes the sound doesn't work but I do want to emphasize the video needs to be pretty much the main components of any digital PR strategy and I'm not necessarily talking about professionally created 10 minute long beautiful videos that cost $20,000 I'm talking about having a strategy to capture those mission moments those testimonials those behind-the-scenes experiences that help put a human face to your organization so video works really well for several reasons that are pretty obvious it moves if you upload a video natively to Facebook or Twitter or Instagram it will automatically play so movement catches the eye color catches the eye and all of your content that you're creating should be some stopping that from mark expert and guru her name is ma RI Ness everyone should follow her she's amazing she knows everything about Facebook but she said that content should be some stopping because we're all looking at it on her phone right you cannot get away from using videos and visuals when we talk about grabbing attention oh thank you mari smith.com so when we talk about grabbing attention this is where nonprofits fail all a lot so I pretty much I look at nonprofit social media I read emails I go on websites I read blogs I do a lot of research every single day and there's just not a lot of interesting unexpected timely relevant urgent information out there so you have to think about what is unexpected you have to think like a journalist so I studied journalism in the late 90s I thought I was going to be I was gonna work for Rolling Stone and travel around the world interviewing rock stars and I did I do find that that training has really prepared me for this kind of work because it's all about the hook it's all about getting the story to your editor getting the editor to even pay attention to your idea for a story then you have to get it on the front page or get it above the fold or get it in the front page of your section you have to be interesting so think about what would happen if you close your doors tomorrow like think about telling that story tell something that's unexpected keep me interested piqued my interest this is a fantastic video campaign from four world Down syndrome day it's called dear future mom oh these videos are incredible I really encourage you to watch these videos it's videos of children that have Down syndrome and they're older and they're talking to mom who've recently found out that their child like they are carrying a child with Down syndrome and their personal stories and they're talking about you know don't be scared it's not that bad it's going to be great it's personal story that's amazing it's completely unexpected and it's testimonials directly from the people that are advocating for world Down syndrome day if you haven't seen ok I don't know if I can swear on this the therapist I'm sure we can show all adults here this is water org they did a campaign called give a that was their campaign so first of all I just got your attention secondly they risk they got so much publicity for this campaign I'm not saying you have to swear but I am saying you might want to be a little more provocative and a little more attention grabbing than what you're doing so clearly that campaign got a lot of media attention a lot of retweets a lot of shares a lot of interest because of the provocative nature it's just a great example of how to use social media virtual reality also this might be out of the budget of a lot of organizations but virtual reality is not necessary to the future I mean it really is the present and I encourage you if you are responsible for the digital marketing at your organization to look at some of these virtual reality videos I know UNICEF has quite a few pencils for promise has this amazing virtual reality experience video it's bringing people physically into well not physically but practically physically into the shoes of your clients into your program into the fieldwork into what you are doing and it creates understanding there's nothing like it it's also really new right now pretty trendy people OTT of people are jumping on the bandwagon I suggest checking it out seeing how it might work for your organization just something unexpected I really encourage all of you you need to be innovative you need to embrace technology and most importantly you need to recognize yourselves it's also convince your board and convince your higher-ups that these kinds of technologies they're not trendy okay a revolution is here social media and digital marketing tools have completely changed the way that human beings communicate with each other change the way we consume information change the way we do research really changed human culture and interaction so the next time somebody says Twitter is just a trend feel free to tell them it's actually not I mean it's a completely revolution it is a complete change in how humans consume information and get information and especially interact with causes that they care about a very important facet of success in digital PR in any kind of marketing and fundraising is to know and embrace your audience okay you need to love your audience who do you have in your audience look at your insights look at your database do some research do some focus groups you might want a certain audience you might be saying I really want to reach women Millennials age 32 with one child okay great why you know use the audience that you have embrace them give them what they want and hopefully they will share your message with their friends and their family so you have to be very strategic you have to know who do you want to reach why do you want to reach them what do you want them to know what do you want them to feel and what do you need them to do every piece of content that you create should have you should at least in the back of your mind know the answer to all of those questions so the example that I always give because I love it is my client road Scholar they were former formerly Elderhostel they really wanted to streamline and focus their digital PR efforts they felt like they were all over the place they were posting on one channel and then told they didn't really have a voice they didn't know who they were talking to so we focus a lot on their persona who are they talking to on social media they did a lot of research in their insights we conducted focus groups we talked to their donors and we came up with this persona of the funky grandma you can see her and don't tell me you cannot see her in your brain right now you can see her she's feisty she's concerned about women's issues she's certainly not going to let you tell her that she can't climb that Everest or she can't take a trip to Thailand she loves to learn she loves to have new adventures and new experiences she has opinions I mean you can just see her in your brain so every piece of content that Rhode scholar puts out now is targeted to the funky grandma and I can't even tell you how their engagement and their you know their mailing list their database their media hits all of it has just increased exponentially since they figured out who they were targeting and who they were talking to a couple of examples they like to share a lot of content from new sites from other sites they share a ton of video they ask a lot of questions they get a lot of interaction from their funky grandmas and of course not every single person that likes their Facebook page is in that persona that the majority are and it just really helps to have that idea in your mind of who you're talking to who you're creating content for okay so we're going to talk about the three pillars of digital PR and I want you to go into this with the mentality of no excuses so I I know then the questions I can already tell I haven't looked at the question spots because it distract me but I know a lot of you have issues you think you're not part of I can't do this you think I don't know sexy cause I don't have kittens a den of children I don't have a huge budget I don't have this I don't have that well we're going to figure that out together I'm going to give you some ideas of how to create your plan for your specific organization but I want you to know that digital PR really and social media and any kind of marketing it is a marathon and not a sprint it's absolutely determined by how much focus and effort you put into it so I just you know went to the gym for 15 minutes every other day or every week and kind of like screws and weights around obviously I'm not going to get the results that I would get if I went to the gym half an hour every day and focus so you know I know we know that but I just wanted to say that okay so what are the three pillars of an effective digital PR plan media like media relations digital and content and we're going to talk about all three of those will go in-depth into those so who are your media partners make a list of potential media partners we're going to talk about who should be on your list and how to approach them but some people that you might want to work with to help spread the word about your campaign help spread the word about a new initiative bloggers online influencers celebrities media outlets podcast I think are very overlooked in the sector there are a lot of great nonprofit podcasts out there that you could reach out to you there's best brought off skis driving participation I was going to make a list for you and I forgot but I'm happy to send anyone the links afterwards there's Joan Gary nonprofits are messy they're always having nonprofit guests on their show and if you're doing something new and innovative that's interesting approach them they're very very approachable Tony Martin Getty nonprofit radio those are all places that you can showcase your expertise and reach a new audience webinars are also fantastic not just consultants do these webinars guys so you can be out there doing a free webinar about something cool that you're doing or partner with a consultant partner with an agency get out there and do some free webinars or even some paid webinars but these are all different places that you need to be looking you also need to think about places that have your audience so it wouldn't make any sense for me to do a free webinar with somebody that targets like real estate agent because that's not my market I don't work with real estate agents that wouldn't really make any sense but of course bloomerang is a natural fit and makes a lot of sense think about who has the audience that you want to reach who has like your funky grandma like who's talking to her and think then then you can think more strategically and prioritize so it's true and it's so bad local news we know this is completely decimated local news reporters are not able to respond to every single phone call every single press release you have can make it stand out because they're probably working part-time definitely working full time getting paid for ten hours a week and they have you know 7,000 more cities to cover than they had before so you have to make it count especially when you're talking to local news outlets it's not like before where if you had a gala or an event it just automatically got covered in the paper and I remember those days trust me and those were amazing not like that anymore so how do you get your pitch deleted immediately this is just from my experience you know working in newsroom but this is from a lot of work that I've done with reporters and with bloggers if you have a really boring subject line or a boring pitch it's immediately going to get deleted you have to start out with that hook and with that angle and hopefully start out maybe with a story something that's going to grab them you can't say you know Beverly bootstraps and this is not an actual example because I love Beverly blue shops Beverly blue chefs food pantry is holding their 75th annual gala on Tuesday thank you to sponsor club no I know you can't do that the reporters already deleted your email has to be interesting also sending it to the wrong person don't send it to the music editor if it has nothing to do with music make sure you're sending it to the right person and make sure it has a local angle you can't just send something too you know the Boston Globe or to the New York Times or to the Washington Post like make sure that your pitch reaches the right person with the right local angle and I'm willing to bet that most of you work for local or community-based organizations and it's so vital so how do you work with media partners these are just a few ways and a few suggestions what I do is I do a lot of research beforehand so I have a HootSuite account it's completely free for up to within three social media accounts monitor hashtags see who's talking about hashtags in your industry and around your cause and monitor local hashtags especially if your local organization set up a Google Alert account monitor news stories be very specific in your keywords though for example if you just type in you know childhood cancer you're going to get every single story to do with childhood cancer you don't want to do that you want to be more specific create a Twitter list and this link if you go there will get you to my list so you can have private lists that are just to yourself like donor prospects you could create a shorter list of donor prospects or major gift prospect and then you can have public lists you know favorite reporters or breast cancer advocates or whatever it is that you want you want to curate that information in a list but those people NLS so that you can just click on the list and you'll see their tweets before anybody else's tweet in Twitter kind of a way to cut through the clutter on Twitter and cut through the fire hose of information and I have to be honest if someone adds me to which wood or list it feels pretty good feels really good so I like it so I would be willing to bet that other bloggers and reporters you know they get a notification and then you're going to be on their radar to make the pitch absolutely personalized why would this person for this media outlet pay attention why you have to give me a reason to pay attention okay so that is the first pillar I'm going to take a sip of water here okay digital presence is pillar number two me what I mean by digital presence I'm not going to go through every single social media platform today because that would be a 12 hour long webinar I am going to talk about your website and show you some examples also nonprofit blogs some emails and social media so that's really the core of your digital presence wherever you need to be everybody if you are focused on getting more media coverage especially you need to have a blog and when I say blogs I'm going to talk more about it I don't mean 3,000 words I mean 300 words and a photo but we'll talk more but I'll show you so your website is so much more important than anything you do on social media okay this is coming from a woman who makes your living doing social media consulting I will tell you all day long if you come to me and you want to create content strategy in a digital PR plan and your website is horrible or it's not mobile optimized or it has 10,000 dropdowns or it's really hard to load I will tell you to work on your website first it is your absolute hub you have to think about how people find information now we all well I don't know about all of us but I know a lot of people I know have Alexa or they have Google home or they have searched in their car where we use search on our phones we ask Siri to do some things if your website is not optimized for search you are not going to be found and we all know that we don't go beyond the second page of Google results so you need to focus on getting your website streamlined getting it optimized for search making it easy to load making it mobile optimized so much more important than social media because social media is rented lands your website and your email are not rented land you own them okay I'm going to share my screen go to Denver rescue mission which is one of my favorite examples stories of changed lives so you see their website their menu stories have changed lives what I love about this website is how it functions like a blog because every time I go here actually there's new stories and there's new photos but just look at the visual appeal this works really nice on a phone and then you click on it and these stories are so well written they will hook you right in you know sometimes people make mistakes they just telling the story there's really really great so that's Denver rescue mission I recommend that you all have the functionality on your website for stories you have to do storytelling across all of these digital platforms it's just it's what works best it's definitely the most challenging kind of content to create for some of us but it's absolutely what works best and then one of my favorite places Boston Medical Center they do BMC stories I also liked this the way they used their blog here because they use it for stories but they also use it for helpful information so you know the field guide to parenting that's very helpful that's really a targeted at their audience but it's useful information it's valuable content and they're answering questions what they do is they monitor their frequent ask questions they monitor Google they monitor what people are typing in to find them and then they create blogs content and website content around that so really cool like a let's see we go back check that works you know technology's not always my friend so you can use your blogs to help build thought leadership and help reporters find you or help people that are interested in learning more about you and reading about you writing about you help them find you make sure you're using it for education diving into the frequently asked questions just like BMC does you know if you could create a field guide to something what would it be ten ways to do something ten myths about addiction you know ten stereotypes about domestic violence whatever it is those are the kinds of blog posts that you can create mix in some storytelling and you will be golden and the best part is you can repurpose all of this across all of your social media channels and I'll talk about that when I talk about reading your plan and putting it all together I really believe storytelling needs to do more to address myths and stereotypes I think storytelling is hugely powerful for social change absolutely change hearts in mind and also your blog can just inspire it could just be a really great story a happy story something inspiring okay st. Baldrick's and we're going to go back to my screen here st. Baldrick's blog and of course they have a huge marketing department and I'm not going to deny that they do a fantastic job all across all of their social and their block their website but they have a lot of blog posts for their peer to peer fundraisers which if you have any kind of peer to peer element in the fundraising that you're doing you want that up on your website also they focus on real life stories and then they split their blog out into facts and advocacy and news around childhood cancer so there's sort of something forever everybody no matter where you are no matter what you are interested in and I love New York City release if you're on medium you should follow them medium is a free blogging platform that you can use you could also use you know LinkedIn publishing but medium is great because people go to medium to discover new ideas and to share and to learn and to comment but New York City release they use it in such an amazing way they really use the visuals in a fantastic way this is all completely free you just type in your text and add a photo you don't need to know any kind of HTML any kind of graphic design they tell a lot of stories in the first person which is really powerful so i really suggest following them they're great example of how to use medium and all of this is helping them create that thought leadership it's helping spread the word for the work that they're doing and of course you can put links in here to your website you can put links in here to your social media sites however you want to do that but it's a fantastic resource free resource for storytelling okay so how do you use email that's another piece of the digital presence sharing stories then doing more frequently and showcasing impact okay you want to be sending emails much more frequently than you probably do okay all of you and actually I should have created a poll but I didn't design I'm willing to bet that a lot of you only email once a month which is horrifying to me because if I delete that email then I don't hear from you for maybe two months maybe three months and then the fewer emails I receive and open and engage with the fewer that I will I won't even remember that I signed it for your list and then I might just start deleting them and then maybe I'll unsubscribe you need to be sending shorter emails more frequently that are not fundraising asked this is going to help you with your digital PR plan because you're going to stay top of mind and you're going to help that thought leadership that you're craving you're really going to show people that you are the expert in the space so I love this Venn diagram it was created by a slender czar called Marty Phillips and it's so completely perfect I think everyone should hang it up and have it especially for doing any kind of fundraising but it's so important for digital PR as well because we are so focused on the left-hand-side things that we want to tell people this is what we want to tell people when we need to be more focused on what actually want to hear from us and that is impact showcasing impact accomplishments achievements what did you do with my money did it make a meaningful impact are you doing meaningful work are you experts in the field what is you know what are the things I need to be paying attention to around the cause and around helping the clients you know achieving the mission that you set out to achieve so one of my favorite clients JFCS they really had a hard time transitioning into the storytelling emails but it's made a huge huge difference for them so this is the kind of email that I'm talking about to sort of stay top of mine to really connect with people telling a story and making it from a person everything that you should be doing in your promotions and marketing strategy should be increasing the human voice and the human side and humanizing the organization we don't want to give to a logo we don't want to connect with a logo we do want to get an email from Meredith joy because she's a real person and she sounds amazing and she's telling a great story so how can you humanize and personalize what you're doing showcasing stories in your email just like this you know she almost lost everything we never lost hope Rosy's plays is also one of my absolute favorite organizations there in Boston a one-person development marketing director one person doing all of it you're not going to believe it when you go and see their communications because they are amazing but they're very focused on impact and that's what I want to just showcase them this subject line who would come to my funeral just amazing so think about subject lines think about what is going to grab attention what is going to grab someone's attention okay we're going to talk about content and social media and I want to make sure I leave time for questions so we'll probably go pretty fast I like to kind of throw a firehose and information at people and then we can definitely you know review it reviewed at the end a few questions the whole point of the content pillar is to get you to stop reinventing the wheel so repurpose and reimagine everything that you're doing so if you have a story you've got one story so safe you know the medium the blog posts from medium that I was talking about imagine if you were homeless that could be a SlideShare presentation you could guess blog that somewhere you could even try to create an infographic about some of the topics in it you could do a Facebook live video interviewing the person that wrote the blog I mean there are millions and millions of ways to repurpose the content that you already have or the content you know that you're going to create in the future in terms of content that works on digital and works on social I mean Facebook told us so they told us at their f8 Developer contract the head of news feeds said this is what it takes to succeed the information the posts have to be trusted informative local and they have to inspire conversation so I think those could actually be translated across all digital PR channels because that's what people want to see but that's a Facebook told us so people always ask me what does it take to succeed on Facebook and I say well they told us so you know what are some examples we're going to go over that social media content when we're talking about social media channels specifically to cut through the clutter it has to be entertaining and/or storytelling or helpful useful or valuable also laser focus on your audience and your audience is not everybody it's definitely not everybody video is completely vital we know that what I found interesting as I was reading a report released by Instagram and they found that especially their younger audiences they liked the Instagram stories and the content created by amateurs amateur content creators and not celebrity so I thought that was really really interesting so we might have an advantage there they don't like polished like younger audiences don't really like 100% polished and perfect and like tied in a bow so what should your strategy be for Facebook and of course each of these channels could be another hour-and-a-half webinar but I wanted to touch on this a few I want to give you some a few tips and tricks or you know coming through the clutter getting more visibility on Facebook and Twitter and Instagram I've seen posting less frequently or better as long as what you're posting is really really high quality starting a Facebook group around a cause or around your mission works really well to help free more engagement also for Facebook loves the meaningful interactions live video we can't get away from it it's the most powerful engaging type of content that you can share on Facebook being helpful sharing those resources we talked about that field guide for new parents that kind of thing that works really well and of course entertaining both work well also so some examples Boston Children's I love this because they use emojis and it looks like a post that a friend of mine would post so I'm not going to just automatically scroll past it because it looks like a friend of mine could have posted it and it's written in this really human language and it's also of course a really cute picture best buddies they frequently share content from their audience so they're scanning Instagram they're scanning Facebook and they're rishe airing and reposting stories and quotes from their mentors from their mentees which really creates a great sense of community but then it's also showcasing the end but it's not just their voice they're showcasing a lot of different voices and a lot of different people that they work with I really liked this campaign for life is good because it's I mean it's just got a great visual it's around Mother's Day you learn a little bit more about the company it's humanizing the company so how can you create a campaign that's sort of telling an inside story like a little bit of a behind-the-scenes story New York Public Library's one of my favorite things on Facebook favorite orders on Facebook they go live all the time pretty much at the drop of a hat they're going live and they don't really go live for very long this video was 16 minutes I wouldn't go live for shorter than maybe 15 did you want people to have an opportunity to join but of course your live video is going to get more traction after the livestream you'll get way more viewers after the live stream than you will live so it's kind of like this living video that you can then download and embed into a blog post you can put it everywhere we're talking about reusing and repurposing things Denver rescue mission again I like photos with little text overlay it's been shown the photos with text overlay get three times the engagement as a regular photo there's just a little pro tip there how to use Twitter if you are really committed to connecting with media outlets and connecting with journalists then you do need to be at least researching Twitter hopefully being very active there because that's really where people find news especially breaking news and also Twitter is a huge search engine that's where people are searching for topics and keywords there's a million things you could do you can join tweet chats you can use periscope make sure that your laser focused on your audience so what I would do if you're not on Twitter just look at it for a while do some research see who's on it maybe follow some people kind of lurk around for a while get the feel the look and feel for Twitter before you dive in it's usually usually important though to a help establish thought we your ships and make connections journalists and bloggers because they're all on Twitter so Malala the Malala fund uses it for a lot of storytelling to use it for quotes they use it for visuals and they're not usually sharing out helpful resources they're mostly sharing thoughts and mission moments from the field which i think is pretty cool you can also share helpful links from resources make sure it's focused on your audience you can share quotes like that I mean if anything really works I think mixed it up on Twitter it doesn't all have to be articles and links you can tag people so tagging people works really well they'll get a notification it creates a good karma for you you could say you know here are five local nonprofits that you should be following on Twitter maybe some of your partners that kind of thing an Instagram I said before Instagram is growing across demographics it's absolutely exploding same kind of principles for Facebook I think posting less frequently works best some people say you have to post once a day experiment for what works for you if you want to use Instagram live or IG TV which is their their answer to YouTube then you know if that's something that you want to do with video there are many many ways that you can use increase your presence and enhance your engagement and eye-catching photos tend to work best I think storytelling works best on Instagram as well especially for nonprofits unless you have some really super eye-catching if you're working in some i catching landscape but if not you want to be showcasing the stories of the people that you serve you want to be showcasing your impact 100% this is Rosie's place again and they usually just share a little bit of a link and then the longer link like in their bio Amira New England is one of my favorite organizations on Instagram because they don't share identifying details or photos of the people they serve but they have a very consistent look and feel to their gram and they are do a great job in terms of storytelling this is Susan G Komen South Florida this is my friend Josh and I think he's on this webinar he's a director of mission and communication and he just did his first Instagram story today this morning so you can go to this link and check out the stories just click on this is U G Komen logo what I loved about this Instagram story in particular was that its showcase people and their testimonials and clothes about why they were in it about breast cancer awareness and breast cancer research and it's real quotes from real people in real time I think Instagram stories are vastly underutilized by nonprofits because they're just a great way to take those in the moment like mission moment videos and people absolutely love them I know I go down a Instagram story rabbit hole most every night and just watch like our Instagram stories I just love the personal nature the personal human nature IG TV I won't talk about too much but I wanted to include the link to the creator handbook if you want to double down on video and really go in depth much more in depth than if you are committed to Instagram you've got to think about creating these longer form a little bit more polished videos on IG TV so Instagram stories are those in the moment unpolished kind of raw stories and videos and Instagram TV edgy TV is a little bit more polished and that's what it looked like looks like okay let's see so this is your content sort of Venn diagram here you want to make sure you're focusing on education inspiration entertaining and connecting and I gave you a sample PR plan the next two slides and of course you're going to get all these materials I encourage you to think about your content on a weekly basis think about what is your content category is it going to be a store is it going to be a photo is it going to be a Facebook live just so that you're mixing it up so it's not scale and so you're not kind of posting the same thing all the time but also so that you can see you can post the same story across the behind-the-scenes story you can post it just in a little bit slightly different tweaked format you can post it across different channels you do not have to reinvent the wheel if your blog is a behind-the-scenes story then your email better be taken from that and then you can adapt it for Facebook and Twitter and Instagram so don't be reinventing the wheel don't be driving yourself crazy so just to review the three keys to digital PR success consistency showing up regularly communicating answering questions making sure you're showing your human and not a good content and then also confidence just taking risks being yourself you know doing what you love to do a list of tools to help you I try to include the nonprofit link you can apply for a discount most of you have probably heard of these one that I actually really like is Harrow if you haven't it's helpful reporter out this is where reporters will post questions about a stories that they're working on and you can search via keyword you can get a daily email so you can answer these reporters questions and connect with them there's also a Twitter account for that so just some helpful tools for you you can take a look when you get a chance when you have a little bit more time and then I think we're going to go to questions all right I'm all coming in I see them all coming in yeah here oh I did want to say one more thing hold on if you want to connect afterwards of course you can connect with me on any channel um but I wanted the link to the free nonprofit Facebook group that actually Josh and I run and it's all nonprofit marketing and fundraising professionals just like yourself so make sure you jump into the group ask questions connect with us there okay yes please drink of water yes well while you're doing that Thank You Julia this was really outstanding love the examples and the advice so I owe you a debt of gratitude for taking time out of your day more than this hour so we'll complain this for a while so thank you for sharing all your wisdom okay Julia on a conference schedule check out our session and she does watch some other webinars too so I'm sure you'll see her after this I'm just going to kind of roll through these questions here Julia there's a lot of people were asking about kind of organization deals with sensitive topics so maybe domestic violence or sexual abused like that so I'm sure you get this question all the time but I know people would would benefit from your wisdom what should they do in terms of the storytelling should it be kind of you know obscured by maybe stock photos or changing people's names you know how do we tell those stories without kind of breaking pop and reality or maybe protecting the innocent yes well I was a development director at a domestic violence program in Norfolk Virginia for about three years and I when I started there social media was really exploding in popularity and everybody was saying wait to get a Facebook page we've to get a Twitter I would see this week to that and I when I started there I thought oh my gosh like every other there gonna be such great stories and it's going to be so easy to fundraise for this population because who doesn't sympathize with abused women and children and then I had a huge wake-up call a huge huge wake-up call around that issue that not everyone is especially sympathetic to that population unfortunately so the way that we handled it oh and then I also found that you know this was southern Virginia I was coming from Boston I was young like enthusiastic like I just wanted to barge headfirst in to the support group and start like taking videos because I do know I do was my probably second development job but I was really excited about it I had to really develop deep relationships with the program officers and that deep trust and what we started to do first as we we started to tell staff stories so we started out compiling and telling stories of the staff and then we talked to a lot of the volunteers and talked to them about you know what it's like to answer the hotline and if they could share a story you know changing the name and identifying information and then we started to talk to donors and find out you know why they were giving and often they would tell a story of their sister who died or their mother or their friend or something they experienced so I think the key is just to in the beginning if you're not familiar with it you know just start telling the stories of people on the front lines and then maybe alumni or the program officers in your organization are going to be the people that are going to know you know you have to develop trust with them they have to know that you're not going to be exploitative of you know the clients and the stories and I think that's important the other thing I would recommend is follow Emira New England the one of the examples that I gave they are an organization and they help they rescue women and children from sex trafficking all across the United States which happens surprisingly frequently but the stories they tell are completely anonymous and they use dog photography but it's not cheesy it's really beautiful and very stylized and they use a lot of quote and inspiring wisdom and that kind of thing and they if they do a video it's always a staff member it's never a person that was actually traffic and plumber the example of who would come to my funeral that email example that's a client of mine they're called plumber you've promised they're a foster care agency in Salem they do the same thing so they at work with minors like they literally cannot show their faces and and they do a lot of stock photography a lot of clothes a lot of staff and volunteer stories great man I love the advice of going to the staff at donors for story I think we sometimes jump through hoops to try to make a service recipient story happen but there's people that they can't speak to the mission tips as well I love that advice and I share those old from the chat to it hopefully I got the right one oh great if I did um thank you yeah blogging you got a lot of people's year turning here starting with blogging one question here about guest blogging would you recommend people write for other people's love not just their own nonprofits blog and would you also invite guest bloggers so maybe maybe when you return my influence or seen videos people could write on your board perhaps is that something worth going after yeah well that's those two prongs to that question so I started out building my audience by guest blogging because when I started my blog about nine years ago I didn't have any audience and was starting from zero so I found the people that had my audience actually guest blog for John Hayden I guess vlogs for their Axelrod a guest blog for like wild apricot I guess a lot for causevox and classy I mean any number of places but I did that because I wanted to get exposure to their audience so view if you know if you like who your audience is who are you trying to target and you know what you want them to do then you can start researching potential guest blogs that would make sense so I need to be very careful about my audience and my audience you guys are my audience you know the small shop digital marketing people for nonprofits that's who I write for on my blog so if your blog fits that if it's something that would be interested interest to my audience then I'd be happy to look at it but I really hold that very close to me you know I really take that very seriously so I think just approaching someone where it makes sense where it's a win-win for them you know it's good con for them and you are going to get exposure to their audience as well oh I really like what you said about local news it seems like maybe that could be a guest blogging opportunity right there they're all we're looking but yeah they're looking for that they're looking for stuff yeah they're really they're looking I mean what I would do maybe try to start a newsletter at your library featuring local nonprofits and you can all take a turn you know once a month or once a week writing an op-ed about what's going on in the nonprofit sector in your town I just think there needs to be more collaboration actually and that's another probably a long webinar but more collaboration especially amongst local nonprofits to be pushing each other stuff out you know sharing each other's social media posts retweeting each other sharing blogs by sharing each other's videos because we're all trying to make this you know with your community base you're all trying to make the community a better place and I just think there needs to be more collaboration that way but local news they're hungry for stories so I mean there they might be hard to get on the phone but it's worth approaching what approaching them I love it well we're coming up on two o'clock and I want to be respectful of everyone's time especially as I hadn't had a bite so maybe maybe one way to end on a question is you said it we get a this is kind of a small nonprofit community here at bloomerang and I know you swim of those waters too what's what's the one piece of advice you would say to maybe a one-person shop who wants to get started in all of this but doesn't know quite where to dip their toes into the water where do you think one one-person shop should start Julia if is a hard question I believe that storytelling is at the heart of all marketing and community all marketing communications so I would really start to develop relationships with the program officers and everyone else at the organization sit on the front lines and think like a reporter try to be collecting and crafting these stories and then wait till maybe you have a few to that you can share out and then choose the channel second so focus on telling the story of your organization first and then like don't get hung up on oh my god we're not an Instagram oh my gosh or another Twitter we got to be on LinkedIn don't let up on the tools you know get hung up on creating that you know getting those stories that are going to compel people to give they're going to compel people to pay attention and I think just crafting cultivating those first then seeing you know then creating a plan of okay I have an hour a day for social media maybe I'll start with Facebook so don't try to be everywhere at once you know pick do you know how do you eat an elephant you know you eat it in small bites right is that the quote you don't all the way I love it get him stories not rating quotes in there this is awesome Julia thank you for being here and I know you know thank you oh yeah I don't get all the questions let's talk about that there's some really good ones in there but do join Julia's Facebook group I think that's the best way to get your questions answered because she's going to chime in there's a lot of other people in your shoes and that group as well and you're going to get some tidbits from them because they're going through the same thing so do join that group false Julia on Twitter you won't regret it I promise subscribe to our blog and and good luck with all all the PR so that's it yeah yeah thanks for being here all of you I know it's a busy time of year maybe you're doing a new fiscal year-end stuff so thanks for being here we've gotten them great resources our web site of course you can check out and some great webinars coming up every Thursday also guests come up we got Jay Wilkinson this Thursday two days from today he's awesome he has started a non-profit he works with nonprofits he is a kind of a tech visionary he's going to get you caught up on some of the new trends that are coming down the pipeline so check that one out you won't regret it with another really awesome of hours coming up check out the schedule we've got Andre hilt dead ridiculous Amy Eisenstein Rachel Muir Tom Ahern great guests come up with pipeline totally free totally educational be here be here for the next webinar if you can't come to the next one hopefully I'll see you and again on some other Thursday so call today there thanks again we'll get you the recording we gave the slide and hopefully we will talk to you again on the next webinar so have a good rest of your Tuesday hope you have a safe and fruitful week and we will talk to you again soon bye