Page 1



Introduction into the module


Content of Module: knowledge, skills, values


Outcomes of the module


Cases of competence application


Tasks for independent and/or group learning


Assessment of competence



1. Introduction into module: The present module is addressed to professionals working at the Non for profit Organization, on the ground with ethnic minorities, marginalized communities, migrants, refugees, Asian communities, Muslim communities and disadvantaged communities, aiming to provide them with basic Social Media managing skills. In the module, students will develop a basic understanding of social media management techniques. As follows, the students will be introduced to the following subjects: Social Media versus Traditional Media, how to design Social Media Strategy, how to develop a social media audit and how to perform an Organization Self-Assessment, etc.

2. Contents of competence Knowledge





Designing Social Media Strategy

general management

Perform effectively at work, using appropriate self and

principles to social media

time management techniques Developing Social Media audit

and software commonly used for effective social media

Managing social media accounts and determine target groups, channels

Performing an Organization Self-

management, to manage self


and communicate with others.

and key messages Engaging with different audiences Apply fundamental principles Recognising the key performance goals

of professional ethics in the Determining key performance

workplace and online,


recognising threats to such behaviour and the appropriate

Identifying different types and strategies of

Analysing the performance and

audience engagement

demonstrating the results

safeguards to use against those threats Apply creativity and empathy

Evaluating the social media performance, tracking performance and

to communicate and engagement with different target groups

demonstrating results Identify fundamental principles of ethical behaviour and the purpose of professional and corporate codes of conduct in business


3. Modules outcomes

Social media is becoming an important part of everyone’s agendas – from maintaining your personal online presence to uses in marketing, business, and notably, the nonprofit sector1. Kaplan and Haenlein provide the following definition of social media: “…a group of Internetbased applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content.”. Web 2.0, or the “social web” is a term that emerged in 2004. It is used to describe platforms in which content and applications are created collaboratively and modified by all users in an ongoing manner. Examples of Web 2.0 include social networking sites and blogging platforms. Kaplan and Haenlein describe Web 2.0 as the platform for the evolution of social media2. Social media content is made up of text, pictures, videos, and networks. Importantly, social media involves a high degree of online interaction, creating environments in which individuals and communities share, co-create, discuss, and modify user-generated content. Social media platforms include microblogs (i.e. Twitter), social networking sites (i.e. Facebook), wikis (i.e. Wikipedia), video or photo-sharing sites (i.e. YouTube and Flickr, respectively), recommendation sites (i.e. Yelp), and location-sharing services (i.e. Foursquare). Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures. While Social Networking uses software to connect individuals and build communities of people who share interests and activities or who are interested in exploring the interests and activities of others.

Major Differences Between Social Media and Traditional Media3 Social Media

Traditional Media


Cole, C. Social Media Best Practices for Nonprofit Organizations, A Guide. CCGHR. June 2014. Available from: http://www.ccghr.ca/wp-content/uploads/2014/06/CCGHR-Social-Media-Modules_Complete.pdf 2 Kaplan AM & Haenlein M. Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons. 2010: 53: 59-68. 3 Read more at https://www.business2community.com/social-media/16-differences-between-social-media-and-traditional-media0211995


Two-way conversation

One-way conversation

Open system

Closed system



One-on-one marketing

Mass marketing

About you

About ME

Brand and User-generated Content

Professional content

Authentic content

Polished content

FREE platform

Paid platform

Metric: Engagement

Metric: Reach/ frequency

Actors: Users/ Influencers

Actors/ Celebrities

Community decision-making

Economic decision-making

Unstructured communication

Controlled communication

Real time creation

Pre-produced/ scheduled

Bottom-up strategy

Top-down strategy

Informal language

Formal language

Active involvement

Passive involvement

Social media is all about community. Social networks increasingly replace more traditional communities and this is what draws billions of people into social networks and convinces them to spend significant time engaging in the social networks.

The power of social media is well recognized in the nonprofit sector. A recent statistic states that 98% of nonprofits are on Facebook, and the value of a Facebook “like� for a nonprofit over 12 months is estimated to be $161.30. The average donation made over social media has risen from $38 to $59 between 2010 and 2012, just two years. These figures are just some of many


that illustrate the prominence of social media in the nonprofit sector, and the necessity for nonprofits that have not harnessed its power to penetrate this set of online tools immediately4. Social media allows non-profits to build awareness of their mission, grow their influence, and empower their supporters to spread their message. Ten Key Benefits of Social Media for Nonprofits: 1. Learn waht your supporters are saying and sharing about your organization 2. Drive traffic to your various web properties- websites, blog, Facebook, etc. 3. Improve results on search engine result pages with keyword rich content. 4. Drive visitros to online donation pages. 5. Enable supporters to distribute messages about your organization through theri social web presence. 6. Empower your most passionate and influencial supporters to promote your organization. 7. Enable grassroots movements in real-time and rapidly respond to unforeseen events. 8. Humanize your organization by not limiting communitions to tradistional methods or messages. 9. Acquire new contacts and build your email housefile. 10. Increase trust and loyalty from your supporters by allowing them to share theri voice through feedback forums. Social Media comparison Learn how to best leverage each platform with this social media comparison infographic. The following infograpic breaks down each of the most popular social outlets into digestible snippets demonstrating advantages of each and how they can be best utilized5.


Stanford Social Innovation Review [Internet]. Racicot, E: Stanford Centre on Philanthropy and Civil Society; c2013. The flock to social media; 2013 Jan 30 [cited 2013 Dec 12]. Available from: http://www.ssireview.org/blog/entry/the_flock_to_social_media 5 Retrieved from: https://leveragenewagemedia.com/blog/social-media-infographic/



World Map of Social Networks

There are a lot of news since last January: Facebook is still the leading social network in 119 out of 149 countries analyzed, but it was stopped in 9 territories by Odnoklassniki, Vkontakte and Linkedin. It’s interesting to see that in some countries, like Botwana, Mozambique, Namibia, Iran e Indonesia, Instagram wins and that some African territories prefer LinkedIn. Instagram is the second social network in 37 countries. Since January it has lost Australia, Canada, Denmark, New Zealand, United States. Twitter is struggling for the leadership in 8 nations, especially in Europe, Odnoklassniki is 2nd in Russia, Israel, Germany, Ukraine, VKontakte in Czech Republic, LinkedIn in India6.

Desgining a Social Media strategy According to Canva, Social Media provides an opportunity for non for profits to to tell their story, engage their supporters, and drive donations. No matter the size of your nonprofit there is no doubt that a well executed social media strategy will effectively increase awareness, engagement and retention for your brand. As follows, it introduces main steps to guide nonprofits through the process of building an effective digital marketing strategy from scratch7.

6 7

Extracted from: http://vincos.it/world-map-of-social-networks/ Extracted from: https://www.canva.com/learn/social-media-for-nonprofits/#


1. Determine Your Key Performance Goals Before you can execute a successful social media strategy, you must clearly identify what you’re aiming to achieve. As a shortcut, Hubspot’s identified the top 7 reasons non-profits use social media: 1. Sharing news; 2. Brand recognition; 3. Education about the cause and mission; 4. Fundraising; 5. Volunteer recruitment; 6. Donor recognition; and, 7. Employee recruitment. Once you’ve identified what you’ll be using social media to achieve, it’s important to implement measures for success. Your social media success KPIs should reflect your non-profit’s success in creating long-term sustained interactions with audiences, so using metrics to accurately measure the conversion and retention of customers along this journey will be most beneficial. For instance, number of views on a Facebook post might reflect an increase in awareness; number of clicks might reflect interest in your cause and donation dollars capture the conversion of new customers. 2. Decide on Your Target Audience Before you even write a single post, it’s important to know who you’re writing for. An established non-profit may already have a good sense of their key audience demographic, but it’s still a great exercise to develop user personas. Below, you can find some techniques, how do you discover your user personas: Conduct surveys and interviews. The best personas are often created by getting out there and talking to your audience. It will give a human face to a collection of abstract data and it will allow you to classify groups for different social media campaigns. Armed with this knowledge, you may end up writing two posts on the same subject with a different angle for each customer group. 8

See3 provides a great case study example with Make-A-Wish Foundation. 3. Choose the Channel That’s Right for You Once your audience is clearly defined, you’ll then need to know where they hang out before you can start communicating with them. It’s not only important to understand where your users are congregating, you also need to know where they’re most active and most vocal. Focus on 2-3 active platforms. Too many non-profits start by creating accounts on multiple platforms, only for them to become inactive in a matter of months. Not responding to your followers damages the brand more than not having a presence on the platform at all. Use tools like BuzzSumo to better understand where your target market is most active and what content they’re likely to share. If your campaign includes visual imagery, Canva’s Magic Resize Tool can save you a huge amount of time by easily resizing your design into any format you need at the click of a button.

4. Create Your Content Strategy You’re already three quarters of the way there: you’ve done your audience research and understood the channels most likely to reach your target audience. Now it’s time to focus on content. Without a framework for what to say and a plan for how and when to say it, you risk leaving your audiences confused (best case scenario), or them ignoring you (worst case scenario). Here are 5 quick tips to help you build a strong content strategy for your non-profit: Content Strategy Tip 1: Know your voice You work at your non-profit because you’re passionate about its cause, right? So speak that cause. Everything you say in your posts should ‘sound’ like your brand and reflect the image you wish to portray. Content Strategy Tip 2: Create a pattern of frequency Creating a calendar that sets out what you’re going to say and when you’re going to say it allows you to plan for when your audience is most likely to listen.


Make sure your content is relevant to where people are in their lives and the season. Automating your content publishing also ensures your non-profit maintains presence without tying up resources. Tools like Hootsuite and Buffer help you to manage your social media schedule and listen to your audience’s feedback. If you’re after a free solution, managing your schedule in daily/weekly/monthly folders (on your computer or in Dropbox) works well too. Content Strategy Tip 3: Understand your audience behaviour Why would your audience ‘follow’ or ‘like’ you? What kind of person is going to click the ‘donate’ button, add a comment or share your content to their friends? It’s so important to make sure you’re talking to your audience not at them. Ask questions, invite feedback, tell a story, but make it a conversation. Visual imagery often creates emotional triggers that words sometimes cannot. Use high quality photographs, images, graphics, videos and hashtags. You may be thinking, “But quality is expensive!” It doesn’t have to be. All the stock photos on Canva are only $1 each. Content Strategy Tip 4: Solve your audience’s problems Non-profits are used to asking for things from their audience. Whether it’s to promote a cause, sign a petition, volunteer or give a donation. Social media can be used to solve people’s problems, but it can also empower people to help achieve your goals. By making useful information easily accessible for others, you can build a reciprocal relationship that builds trust. All of this leads to greater audience retention. Content Strategy Tip 5: Be True This is by far the most important tip. The best way to engage with your audience is to be human, just like in the real world. Loud and obnoxious people who trumpet all their achievements at parties never get respect. Good content isn’t superficial and viewers will pick up on insincerity in a heartbeat, so if you’re honest, relevant and true to your cause, your audience is far more likely to engage with your content and recommend you to their friends. 5. Engagement! If there’s one secret to social media, this is it. There’s no ROI without engagement. 10

Posting for the sake of posting simply won’t get you the results you’re after. The goal is to capture the attention of your audience and motivate them to listen, relate, respond and, hopefully, share. Engagement Tip 1: Identify the Trigger Points The first step to engaging your audience is identifying the types of content they respond to. You’ll need to do a bit of research and testing to achieve this. See how other similar organisations are successfully engaging their audiences. Using keyword searches and hashtags can help determine the popular topics and content that draws your audience’s attention. Once you know what they’re looking for, be explorative. Try various content formats, topics and headlines to identify the material that generates attention and creates conversation and clicks. Engagement Tip 2: Invite Conversation People are much more likely to engage when asking questions or inviting feedback. Whether you publish surveys, seek advice, start a dialogue or promote a competition, motivate your audience to get involved. The very essence of social media is just that, being social. While your tone may be more formal on other channels, social media is a particularly good place to cultivate a personable brand voice that helps your supporters feel connected. Don’t be afraid to use humour here either. Sharing exposes your content to channels you wouldn’t otherwise be able to penetrate. Make your posts easy to share by using imagery, infographics and short links. Take the time to respond when people share their thoughts with you (you’d be surprised how many people miss out on that.). Engagement Tip 3: Measure Your Results and Repeat There’s no point trying out all of these different strategies without tracking your efforts and learning what successfully engaged your audience and what didn’t. Engagement will often be aligned with conversions, but be disciplined in your approach to understanding engaging material. To encourage their followers to consider the importance of solar power, Greenpeace posted a tweet that simply posed a question. Although one could argue this question is rhetorical, what 11

makes this such a powerful caption is that it’s encouraging others for their opinion and their point of view. What’s more important than the 136 likes is the level of engagement from users. This post was retweeted 135 times and multiple comments were made. It would have been even better if Greenpeace had replied to some of these comments. 6. Track and measure your results So far it has been discussed that social media can be an extraordinarily effective marketing tool, but it can also be a tremendous time sink for non-profits that don’t monitor the success/failure of their campaigns. While keeping an eye on followers, shares and likes gives some insight, there are other metrics that are far more important, but often ignored. Miss these, and your ability to drive major performance results from your social media campaigns will decline significantly. We’ve identified already that the primary goal of your social media campaign should be boosting customer engagement and brand awareness, so you’ll want to monitor metrics that provide valuable insights into these facets. It’s also important with each campaign to ask yourself what you’re trying to achieve. Is it to attract donations, signups to your newsletter or perhaps conference attendees? Tracking performance and demonstrating results will show the leaders of your non-profit the importance of investing the time and resources into social media. Metric 1: Brand Sentiment When it comes to social media, all publicity isn’t good publicity. Negative consumer sentiment can destroy your brand in a short time. Keep an eye on people’s comments and replies as well as how they’re sharing your posts. Having a plan for how how you’ll respond to negative responses is just as important as avoiding it altogether. 12

Tools like Mention, Meltwater and SocialMention can help you measure the sentiments of the conversations surrounding your brand online. Google also has a free tool called Google Alerts. Metric 2: Lead or Conversion Growth In social psychology, attribution is the process of explaining the causes of behaviour and events. Social media is no different, it’s critical to understand how the things you’re saying are causing people to respond. While followers and mentions can be a good indicator of overall brand awareness, it provides little information about how certain conversations drive particular actions. Marketo and Convertro do a great job of measuring how many social interactions it takes before one of your prospects becomes a customer (however you choose to define “customer”). This kind of information helps define what a good campaign looks like to your audience and how to better allocate your marketing resources towards successful social strategies. Metric 3: Klout Score Klout has become an increasingly popular tool for measuring social engagement. Klout effectively measures if your marketing efforts are resulting in better brand recognition or higher perceived authority. It’s also valuable to track other organisations’ scores as an indication of how effectively they’re engaging with their social media followers. Make sure you consistently monitor your score over time and track it against your campaigns. While Klout claims that 100 million people use its platform, I suspect that many do not actively monitor their score — do not be that person. Metric 4: Inbound links and tracking codes When using links in your social media campaigns as a call to action, it’s important to track them through to your website, donation page, or blog post. After a successful campaign you may notice that hits to your site increase. If you can identify these surges and tie them to specific social activities, you’ll gain significant insight into which of your campaigns have made the biggest difference. Most quality analytics tools will tell you where your clicks come from, but you can also use tools like Google UTM Tracker or Bitlt’s url shortening tool to track unique campaigns across multiple channels and monitor their overall success. 13

Metric 5: Brand Search Volume A 2009 study by GroupM_ Next found that customers exposed to a brand on social media are 180 percent more likely to search for that brand on Google. This clearly demonstrates that search volume for your non-profit is an important metric, yet many brands somehow fail to monitor it. Research also suggests that social media plays an important role in SEO too, with Quicksprout reporting that 74% of companies and 82% of agencies saying that social media is either somewhat or highly integrated into their SEO strategy. Ultimately, the web is all about building relationships, fostering audiences, expressing identity and sharing ideas – it’s inherently social, so it’s important not to ignore how your audience is searching for your brand outside of your social channels. Tools like Google Insights and Google Trends compare changes in search volume for your brand over time and even allow you to track this against other non-profits in the sector (to see how their social strategies are weighing up against yours). For a more in-depth list of metrics, Buffer has comprised a comprehensive list of “61 Key Social Media Metrics”, which they have split into different categories, allowing you to identify the metrics most important to your social media goals: 1. Activity metrics: The output of your social team; 2. Reach metrics: Your audience and potential audience; 3. Engagement metrics: Interactions and interest in your brand; 4. Acquisition metrics: Building a relationship; 5. Conversion metrics: Action, sales and results; and, 6. Retention metrics: Happy customers and brand evangelists.

4. Cases of competence application Case 1. Delivering a social content strategy – GREENPEACE Today, Greenpeace is an not for profit organization present in 40 countries. They have over 18,300 volunteers and over 31 million subscribers to their social channels. Greenpeace is driving a peoplepowered movement, campaigning for “a peaceful, just and green future”, and they mean 14

business. As for many NGOs, social media has become a significant element of their campaign work. It enables them to empower an active supporter base to share on their behalf, to extend the reach of their campaigns at relatively low cost, and enables them to accurately measure results. The power of the community that Greenpeace relied on in the early days, has taken new forms in online communities within social media networks. Greenpeace Nordic reached that point two years ago, where it was necessary to enlist help with managing their highly engaged social communities. A defined solution-focussed social content strategy Given that people generally don’t respond well to negativity present in their social media feeds, they decided to create social campaigns that are solution-based. Their campaigns therefore invite their community members to take a positive, measurable action. Action taken as the result of a social media campaign can also be small and take relatively little effort. An engagement with Greenpeace on social media can therefore account for the first step in the journey towards a deeper connection with the organization. The social action could range from registering their name alongside a petition, or pledging more substantial support to a campaign. What matters is that they are engaging with the cause, taking action, and that Greenpeace is able to measure that engagement. Developing Emotional Connections with Low Points of Entry Greenpeace’s social campaigns range from calling out corporations for policies that harm the environment, to petitioning for the protection of nature. There are often complex scenarios that Greenpeace need to communicate - their missions are intertwined with a range of political, emotional and social factors. It can therefore be difficult to convey such a complex picture on social media, often in the midst of less serious content and where character length is restricted Enabling Grassroots Engagement The secondary challenge of Greenpeace is being relevant on social media. They are based across 40 countries so operating on a global scale. However, one of Greenpeace’s core visions is “putting more power in the hands of local offices and activists”, or what’s known as “distributed campaigning”. There is a recognition of the fact that problems may be local in source, but global in scale, and so the best approach is to take action at the source. This approach is reflected in 15

their social content strategy, as campaigns are selected based on the relevancy of the topic to the region. The organization considers local audiences at the start of every campaign, tackling problems that local audiences will relate to. Greenpeace Nordic is a good example of this way of working. It’s split into four countries, each with a team responsible for local campaigning, as well as local social media activities. For the social functions, the Nordic teams collaborate constantly, picking out best practices to share between the teams. However, there are some instances where the Nordic teams will distribute different campaigns. There are, for example, active nuclear campaigns in Sweden and Finland, where there are nuclear reactors. In Denmark, there are no nuclear reactors, so the campaign has been closed. Communities feel more passionate about subjects closer to their homes. Another example is the Arctic campaign, where there are distinct differences between the campaigns in Argentina and Norway. The platform is the same, but the communications around the campaign are tailored to each audience. What we can learn from it? Greenpeace is using social media effectively to reach their ambitious targets, and relies on the development of a defined and relevant social content strategy. Greenpeace Nordic has discovered that a tool can help them grow their social media presence, as well as their social media team. They have been able to empower local offices and activists with a more nuanced social strategy, allowing the NGO to become more aligned with local issues, and for the Greenpeace name to become ever more relevant to local people8.

Case 2. How UNICEF uses Facebook to drive change? UNICEF is a great example of a major nonprofit utilizing social media, and specifically Facebook, to make personal connections to drive donations, awareness, and participation9. Facebook is the first social network linked on UNICEF's website homepage, and also constitutes the vast majority of their social reach with over 2.7 million likes.


Extracted from: https://www.falcon.io/


Extracted from: https://www.square2marketing.com/blog/unicef-case-study-how-a-nonprofit-uses-facebook-to-drive-change


The UNICEF page abides by (and expands on) standard Inbound best practices to earn not only likes, but high engagement on Facebook: •

Visual Storytelling One of the essential elements of success in all areas of nonprofit marketing is the use of strong imagery. If UNICEF uploaded a status stating that all forms of violence harm a child's wellbeing, the message would be clear. But when they upload an image depicting child voilence, the emotional response is harrowing. It takes the message beyond the confines of words, and truly tells a heartwrenching story with the use of photo.


In addition to visually engaging posts, they've added an integration with Instagram account to display their photo shares. This is a great addition to any Facebook page and can be easily implemented utilizing a 3rd party called Statigram. •

Scalable Engagement Responding to posts and conversing with followers can be tricky for nonprofits and businesses alike that have large audiences. With over 72 thousand people "talking about" the UNICEF page and cause on Facebook, the organization certainly has it's work cut out for it when it comes to staying on top of user responses and questions. 18

UNICEF handles this in a distinct way: when a user posts a comment which affects either the community or potentially calls the organization's initiatives into question, they respond in a timely manner with resources addressing the issue. But they don't just respond to the negative comments; UNICEF also prioritizes responding to mass flows of positive feedback with encouraging words and calls to action prompting their audience to get involved even further.


Staying In-the-Know Although it's pesky, making a commitment to staying up-to-date with themes of discussion and uses of social media is pivotal to building a social presence which commands respect and drives action online. UNICEF certainly keeps up on trends, as is demonstrated with their consistent use of Facebook's new hashtag feature and their nods to technological themes. These little nods to current events and themes build an organizational identity characterized as relevant and engaged with their audiences day-to-day life, which in turn positions the organization as a more desirable cause to get involved with. As an added payoff, utilizing branded hashtags creates vast opportunities for nonprofits to increase their visibility through user generated content and searches.


Consistent Calls to Action Despite this best practice's closing placement on our list, it's far from least important. From status updates to cover photo captions, UNICEF seizes every opportunity to direct users to donation, information, and action pages for their initiatives. Although elements like visual storytelling and engaging with users are great, they don't add up to a lot of action if a page doesn't effectively drive users to their actual website. This is where the true power of Facebook (and all social media) lies for Inbound organizations from 501(c)(3) to Fortune 100. While branding is great, the ability to drive 19

actual conversions on social media is the true instrument of change.

5. Tasks for independent and/or group learning 5.1. SOCIAL MEDIA AUDIT TEMPLATE Title of task: How to develop a Social Media Audit Template Aim of task: Conducting a social media audit is a key part of a social media marketing plan. This assesses how well your current social media use works for you. Prior to creating your social media marketing plan, you need to assess your current social media use and how its working, which means figuring out who is currently connecting with you via social, which social media sites your target market uses and how your social media presence compares to your competitors. Hootsuite has developed and provides a free social media audit template that you can follow for each step of the process. This task (individual task) is intended to develop a social media audit. Follow a 6-step guide to conducting a social media audit and fill in the following spreadsheet: 20


Duration: Total: 90’ (1 hour and ½ )

Solution Once you’ve conducted your audit you should have a clear picture of every social account representing your business, who runs or controls them, and what purpose they serve. This inventory should be maintained regularly, especially as you scale your business/organization.

Material resources needed for the accomplishment of task -



Notebook / paper




Internet connection

Information resources needed for the execution of tasks: -

6-step guide to conducting a social media audit: https://blog.hootsuite.com/social-mediaaudit-template/


Spreadsheet: https://docs.google.com/spreadsheets/d/1Xap5QTGn2qm7fZp8zlt0P504a6KIKEWfD69556MlkA/edit?usp=sharing

5.2. AN ORGANIZATION SELF-ASSESSMENT Title of task: Perform an Organization Self-Assessment Duration: 21

Total: 60’ Aim of task: The first step in any proactive social media marketing plan is to assess the current state of marketing at your organization. Take a step back and discover what’s actually occurring—or not occurring—at your nonprofit.

General description of the task Follow these 4 steps to assess your current state of marketing plan at your organization. 1. Define your audience: ✓

Determine your constituents

Who else is there? (Who comprises your donor base? Do you have volunteers who regularly come in? Are there people you want to target to adopt pets? What about local officials you’re hoping will embrace certain policies? How did you meet these people, and what are they getting from you?)

Be honest. (Create a list of everyone your organization comes into contact with: people who visit the shelter, folks who have joined a newsletter list from your website, people who have never heard of you but their friends have, etc. This list will help you determine what you should be saying to them, as well as when and how).

Think about how you treat your audiences. (How do you treat your audiences when they call or email you? How often do you send fundraising appeals, information, updates, or policy alerts? What other types of communication are you sending? What recognition do you offer donors for their generosity?)

2. Map your message ✓

What’s your tagline?

Do you have mission and vision statements?

What’s your elevator pitch? If you met someone in an elevator who had never heard of your organization, how would you describe your impact during that 30-second ride?


Who wrote your messages? Was it a consultant, your executive director, a communications intern who had snappy catchphrases? Next, determine how effective and consistent your messages have been. There are two quick ways to understand where your organization stands on this front:

Ask two volunteers and two staff members, “What does our organization do? How are we different?”

Ask a few of your supporters these same two questions. Hearing any varying opinions may be eye-opening. If everyone seems to be on the same page, are they repeating what you (you fabulous marketer, you) think is your organization’s true identity?

3. Define your channels Which communication channels do you use and how often? • Organizational website • Social media (Facebook, Twitter, blogs, and so on) • Paid advertising (Google AdWords, print or online banner ads) • Unpaid placements (PSAs) • Communications (newsletter, e-newsletter, direct mail) • Special events • Brochures • Annual report

4. Analyse Now, you should evaluate the quality and effectiveness of your marketing outreach. Some of your research may drive these discussions, but here are a few basic questions to consider: ✓ Are your messages consistent? ✓ Are your communications materials how you want them to be? What would you change? 23

✓ Does the way your organization perceives itself match the way others see it? ✓ Are your communications heavily weighted on fundraising versus other types of outreach? ✓ Does your tagline differentiate you from other organizations that focus on similar issues? ✓ Were there any audiences you hadn’t considered or spoken to directly prior to this fact-finding? Material resources needed for the accomplishment of task -



Notebook / paper




Internet connection

Information resources needed for the execution of tasks: -

7 steps to creating your best non for profit marketing plan ever: http://www.fundraising123.org/files/training/7%20Steps%20to%20Creating%20Your%2 0Best%20Nonprofit%20Marketing%20Plan%20Ever.pdf

Questions for self-assessment Criteria of self-assessment

Range of self- assessment Perfect




Define social media strategy and determine key performance goals Apply general management principles to social media


Manage social media accounts and engage with different audiences Use of ICT and Software Programmes and resources to manage social media channels Quality of research in formulation of results Tracking performance and demonstrating results

5. References - the list of the literature. Additional material. -

What is Social Media Marketing? Social Media Basics Explained https://www.youtube.com/watch?v=9m45nVsvvEY


Introduction to Social Media for Nonprofits https://www.youtube.com/watch?v=7uwd2zIrhUE


Social Media Best Practices for Nonprofit Organizations http://www.ccghr.ca/wp-content/uploads/2014/06/CCGHR-Social-MediaModules_Complete.pdf


Social Media Handbook – tips for Civil Society Users: https://www.ictworks.org/wpcontent/uploads/2017/04/Social_Media_guide_V6_High.pdf


Non for profit Social Media Policy Workbook: http://www.racialequitytools.org/resourcefiles/Social_Policy_Media_Policy_Workbook.p df


Anti-discrimination Pack 2.0 – at toolkit addressed to educators, trainers and facilitators working with young people that will provide them with resources and tools to tackle and combat increasing discrimination in social networks: http://antidiscriminationpack.eu/pack-2-0/


Profile for Francesco Zaralli

Introdution to social media for NGOs  


Introdution to social media for NGOs  



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