Social Media for Charities
by Steppe Hoang
1. Metrics & Measurements
1.1. Frequency
1.2. Reach
1.3. Yield
2. Recommendations
2.1. Social Challenges & Trends in Charities
2.2. CRM Tool (SproutSocial, etc.)
2.3. Understand audience
2.4. Planning
2.5. Personalisation
2.6. Monitor & Optimise
3. Nature of Charities Marketing
3.1. Macro-environment factors
3.1.1. PEST Analysis
3.2. Micro-environment factors
3.2.1. Donors
3.2.2. Clients
3.2.3. Volunteers
4. Objectives
4.1. Fundraising
4.2. Campaigning
4.2.1. Oxfam
4.2.1.1. Build relationships
4.2.1.1.1. Stakeholders
4.2.1.2. "Click for Karma" campaign for Xmas
4.3. Brand building
4.3.1. Save the Children
4.3.1.1. Engaging
4.3.1.1.1. Teenagers
4.3.1.1.2. Young adults
4.3.1.2. 'Christmas Jumper Day' campaign
4.4. Building community
4.4.1. UNICEF
4.4.1.1. Engaging
4.4.1.1.1. Individuals
4.4.1.1.2. Corporations
4.4.1.1.3. Private sectors
4.4.1.1.4. Government
4.4.1.2. Turn social conversations to new donors
4.4.1.2.1. Turn new donors to lifelong advocates
4.4.1.3. 'Likes don't save lives' campaign