GHD Nonprofits Analysis

The three nonprofits I followed before, during and after Giving Hearts Day (GHD) are: Ronald McDonald House Charity (RMHC), American Gold Gymnastics (AGG), and Service Dogs of America, also known as Great Plains Assistance Dogs Foundation.

Last week’s vlog focused on still and moving imagery and their role in promoting nonprofits on social media. With this in mind I wanted to focus my attention on my nonprofit’s Instagram and YouTube account. All three of my nonprofits had low video posts so for this discussion I will talk about my nonprofits’ use of Instagram to promote themselves during GHD.

The most successful group of my campaign didn’t even utilize Instagram but I still wanted to see what kind of impact having an Instagram would create for Service Dogs of America. I searched for a similar organization, and noticed the amount amount of likes on their photos was in the hundreds. Their pictures were professional and eac12717672_779715435492489_893974429491641606_n.jpgh picture had a theme and following tags which spread the pic further. Instead, Service Dogs for America made their own picture using the hashtag #sharethelovesunday mentioning GHD
but did not use a logo so the words did not stick out. Also the pictures were hard to read because of the color choice and amount of text. Their message and service is remarkable and I think they deserve continued exposure, and being a top 10 nonprofit for GHD should urge them to reach an even wider audience.

Ronald McDonald House Charity probably had the second best still imagery posts. Their Instagram contains pictures of families that have stayed at their locations which is a touching addition that they do not link to their FB. Although this may be respectful, I think sharing those stories with other prospective families would increase word-of-mouth and shares in the community. Their campaign used more video imagery last year for GHD which appeared to be unique, engaging and cute! This year they decided to use a giant picture frame for donors to take their picture in. 12705446_10153442715442055_3658337702281805753_n.jpgAlthough it was clever and gave them the opportunity to tag local businesses and people in the community, but the picture frame itself could have been a good marketing tool and instead was fairly plain.

American Gold Gymnastics posted multiple Instagram style photos to their FB page but received very few likes for them. They started the campaign using a rendition of their own logo into a heart for GHD but only used the picture twice. This logo would have been a cute addition to any of their material, signifying it was a GHD post rather than a meet/event post. 10947182_837882686275859_195191420612848953_nThe Instagram account did have quite a few short clips from competitions and events the teams have attended. These videos were not linked to their FB but would have been a wonderful addition to help them promote for GHD, showing where the money raised goes towards.

 

 

Week 6 screencast: distinguishing between blog posts 4 and 5. #ec457

This video will take 12 minutes of your life that you can’t get back; sorry.  But it might be worth it. Count the number of crazy arm gestures. Screencasting is hard, but I’m going to keep practicing.

Tagging a video blog or screencast is really important because search engines can’t find the keywords you use in your video.

 

Inside #givinghearts16 with The Arts Partnership

I stopped in at Atomic Coffee in downtown Fargo to see how my friend, Dayna Del Val, and The Arts Partnership staff were doing on Giving Hearts Day 2016. They said the right people have been stopping by; they had a computer set up so donors could jump online and make a donation. They were also giving out swag so I got a couple of travel mugs, some window clings, and a very cool set of sushi plates!  I asked Dayna if she would share the The Arts Partnership’s approach to Giving Hearts Day, not just the social media approach, and here is what she said.

4 interesting things about “Best Time to Post” #ec457

I asked you to read the LinkedIn chapter in SMSG this week, but we haven’t talked about and I haven’t received any requests to be Linked (hint hing). But I got a notification from the Social Media for NonProfits group that I belong to on LinkedIn, and that led me to reflect on 4 things about this post, “What are the Best Times to Post on Social Media?

#1. Having this post pushed to me by my LinkedIn group reminds me / you / us that LinkedIn can be more than a place to post your resume. This group hasn’t been very active over the last year, but I usually get quality content when someone posts.

#2. The topic is interesting and important, especially for organizations working towards a big return on #givinghearts16. If a group is primarily using Facebook for promotions, last Thursday and Friday should have been very active days for them, as they are typically the best days to post. Having GHD on a Thursday might help scoop in a few users who haven’t been paying attention, but I’m guessing last Thursday and Friday would be the big promo days.

#3. The article (blog) was written in January of 2015, so it is over a year old but it was found and circulated on a group with about 80,000 members.  That’s a good reason to blog–your content can be found any time.  Unless you are running for President, you old Tweets won’t be circulated a year later.

#4. The article is written entirely as an information graphic. If you are interested in a career in social media, consider learning to master the infographic as a powerful way to communicate in our visual, digital communication environment.

Further reading: one year later, the same blogger (Neil Patel) posted an article with 8 suggestions for using Facebook, and one of the key takeaways is that his 2015 infographic might be giving people bad advice.  Sunday posts lead to the best engagement, “How to Win on Facebook” says, in part because so many people are posting on Thursday and Friday that many posts get ignored or overwhelmed.  How many #givinghearts16 posts did you see Sunday morning?

 

#givinghearts16 videos and hashtags

Trying to crack the code of how nonprofits promote themselves on social media for #givinghearts16, the premiere online fundraising day for ND and western MN.  Feb. 1, a Monday, 11 days from the big day, is the obvious time to start pushing Giving Hearts Day in a really significant way.   Two organizations I follow posted videos today; one video has received 6 likes and two shares on Facebook; the other has received 8 likes and 13 shares. Neither video is getting much attention on Twitter; only one used #givinghearts16.  One group, I might guess, has built in a culture of “sharing” among its followers.  Working on that culture of sharing is vitally important to most nonprofits because friends rely on friends to identify new nonprofits, or nonprofits doing work that they mutually care about.

What should the video look like, do, and say?  That’s a question for another post.  But see what you think of these two videos.

The Arts Partnership.

CHARISM.

 

 

#givinghearts16 promotion mini-case study

I just received the following image via email for one of the groups Jessica Heuer is following: Cultural Diversity Resources.  This is an example of an organization hosting an event on GHD, and using email to promote it.  image001

 

They also Tweeted out the Facebook event they have set up.

CDR___cdr_fargo____Twitter

They are taking some of the right steps, but can we also help them with their images, messaging, and reach?  Jessica? Others?