case studies, presentations, social media campaign

Designing Effective Online Engagement Campaigns

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One of my favorite types of online campaigns to run are online engagement campaigns. Once an organization has built what it believes is a steady and committed following online, I strongly suggest testing fan commitment by designing an online engagement campaign. Engagement campaigns serve the purposes of identifying who is most engaged with your organization online, whether online fans can be moved to action, and testing new ideas. What's the secret to designing and executing a successful online engagement campaign? In this blog post, I outline the assets needed to launch and run a successful campaign, timelines, elements of engagement campaigns, and two case studies. A comprehensive slide deck is included.

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2 Comments 12 August 2014

community, conferences

Unlocking Community Conversation: Cantors Assembly Keynote Address

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We all want to connect with others, and to be valued and heard. Even a conversation with a barrista at Starbucks can increase our happiness, as the studies show. In this blog post, a writeup of the keynote address that I gave at the Cantors Assembly, I offer a workplan for creating real community online. If we can "unlock the community conversation" in our online social spaces, then doesn't it follow that it's a hop-skip-jump away to increasing connectivity within our offline communities, and to creating the groundwork for long-term viable 21st century communities?

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0 Comments 07 July 2014

Reports and studies, Uncategorized

Informing Ourselves: The 2014 Social Media Marketing Report

Benefits of SM Marketing SME 2014

Social Media Examiner recently released the 2014 Social Media Marketing Report detailing how 3,025 business marketing professionals conduct social media marketing activities. The report reveals what platforms marketers are using, how much time they are spending on them, the perceived return on investment, what marketing jobs they outsource, and which marketing activities complement social media.

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5 Comments 01 July 2014

email fundraising, email markeing, social media strategy

M&R 2014 Benchmarks Study: Findings and Implications

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The M&R 2014 Benchmarks Study is here! For the past eight years, M&R,with support from NTEN, has produced a study of email and fundraising benchmarks. This year's study looked at email (open rates, churn, clickthrough rates, list growth, response rates), online giving (email, other giving online, monthly vs. one-time gifts), website traffic (traffic growth and web gift rates), and social media (Facebook and Twitter fan size, growth, and frequency of posting) in 2013. What is interesting about this year's study isn't so much what is in it, but what it implies for the future of web communication.

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0 Comments 18 April 2014

metrics

How Upworthy Thinks About Metrics

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The founder of the news site Upworthy, Eli Pariser, knows just a little bit about how to get people to read his content. Pariser spoke with New York Times journalist David Carr at South By Southwest Interactive about Upworthy, why he created it, the relationship with Facebook, and how Upworthy views metrics. Upworthy's secret sauce is a mix of importance, satisfaction, and quality.

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0 Comments 03 April 2014

conferences, presentations, social media policy

50 Shades of Social Media: Navigating Policies, Laws & Ethics at #14ntc

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As the manager of your nonprofit’s social media presence, knowing what you (and your colleagues) can say or how you should respond gets tricky. Establishing solid social media governance policies and understanding your legal and compliance obligations are both important aspects of your overall social media strategy. But, where do you turn when you encounter a dilemma that isn’t easily solved by turning to the law or an existing policy? At the 2014 Nonprofit Technology Conference (#14ntc), myself and three fellow presenters addressed these and other social media questions during our "50 Shades of Social Media" workshop. This blog post includes a session summary, our slide deck, and highlighted takeaways of the legal, cultural, ethical and policy considerations for organizations using social media.

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1 Comment 24 March 2014

personal

Taking a Deep Dive Into Something New

  If you’ve taken a look at my blog lately, you probably noticed that the blog has been dark since January 1, 2014. Whenever I’ve taken a break from blogging in the past, I notified readers ahead of time. In January, I faced a quandary: I didn’t want to post to this blog while I [...]

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11 Comments 24 February 2014

metrics, nonprofit social media trends

2013: The Year Nonprofit Social Media Grew Up

Image courtesy of Dan Foy, Creative Commons license

This is the month when we all reflect upon 2013, and I am no holdout. Thinking about what I repeatedly encountered as a digital engagement strategy consultant, I realized that this was big story: 2013 was the year that social media grew up. 2013 was the year that communications and social media finally melded into [...]

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3 Comments 27 December 2013

Facebook, fundraising

This Is What Nonprofits Need More Than A Facebook Donate Button

Have you noticed that your organization’s Facebook page reach is down lately? Very much so? That’s because Facebook has recently made changes to the way page content appears in newsfeeds. In an internal document leaked to Ad Age, Facebook reveals the future demise of organic post reach and importance of paid post reach. To quote [...]

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6 Comments 18 December 2013

fundraising

#GivingTuesday: Looking for Community

GivingTuesInvisibleChildren

Last November, I wrote a blog post about the potential for building relationships with #GivingTuesday. In 2012, #GivingTuesday was an idea to build a day dedicated to giving, and an opening of the door to a movement. I understood that it was an initial experiment, but I wanted more: I wanted a place where we [...]

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1 Comment 09 December 2013

About

Debra Askanase is an experienced digital engagement strategist, non-profit executive, and community organizer. She is the current Director of Outreach at the National Brain Tumor Society. She speaks at conferences worldwide on the intersection of technology, social media, and nonprofit organizations.

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