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.

 

 

#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?

Following nonprofits: the video

First video of the semester: explains what I mean by “following nonprofits” in this course.

Example 1 of the non-profit media ecology

I let a lot of local non-profits send me emails, in part because I might use their services, in part because I care about their causes, in part because I teach this course.  Fargo Public Schools and the YMCA told me in their weekly newsletters that they are part of a competition to win $3000; all I had to do is vote for them.  I did that yesterday for FPS, and they were in fourth place (I wish I had written down the number of votes), but today they are in first place with almost 3000 votes. Their newsletter clearly generated a lot of votes for them. I also shared my vote on Twitter, which feeds to my Facebook stream, so if other people did something like that, they got a big reach yesterday.

Today, The YMCA newsletter contains a link to that same contests.  They currently have 294 votes.  Let’s see if their newsletter has a significant impact on their vote total.

Network mapping for Impact Foundation

Heather practiced Network Mapping with the Impact Foundation.

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The nonprofit organization I will be assessing is called Impact Foundation. For this assessment, I will be utilizing a technique called network mapping. With this technique, it will help in being able to distinguish the areas in which main ties are connecting the nodes (people and organizations), hubs and the networks edge or periphery in relation to the organization. In realizing who and where the hubs for the organization are, who the nodes in relation to the organization are, and where the networks edge is; it will be easier to pin-point how to provide further opportunity for the organization.

For starters I will define a few key words. Nodes are people or organizations. The organizations edge, or periphery is kind of like a little blind spot or grey area, so to speak. This area doesn’t get much attention but is should because it can be a valuable asset to the…

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Some GHD thoughts.

The Impact Foundation published final totals on Facebook:

Giving Hearts Day 2013 total – $3, 679,655!

Top 10 fundraisers:
• FirstChoice Clinic: $249,787
• YWCA of Cass Clay: $241,516
• Fraser, Ltd.: $191,327
• TNT Kid’s Fitness: $156,476
• Churches United for the Homeless: $131,283
• YMCA of Cass and Clay Counties: $128,680
• North Dakota Autism Center: $120,532
• Oak Grove Lutheran School: $114,958
• Family HealthCare: $75,715
• Great Plains Food Bank: $66,748

VISIONBank video contest: Anne Carlsen Center $1,000, CCRI $500, TNT Kid’s Fitness $500, Gateway to Science $250

Congratulations to everyone!

The top 7 fundraisers did have videos, but only TNT’s video was a winner.  If the videos made an impact on overall fundraising, it seems to have been minimal, although stronger videos and better distribution / networking could change that in 2014.

Fraser Ltd only started Facebook on Monday Feb. 7th.  Their video had very few views; they jumped from $46K to $190K in two hours; I assume they got some big supporters.  They were running a physical campaign: get their director off the roof and earn a $10,000 match.

FirstChoice was running a national campaign.  They are part of the ProChoice network so they have a wide net to cast. They also had a $60K match to work with.  Presumably a lot was happening via email or other avenues of communication.

The organization with the most Facebook followers (based on my observations, not a complete analysis of all orgs involved) did not crack the top 10.  Was that a failure of social media? A failure of overall messaging?  They were pretty active in sending out emails, putting on an event at their location, although they did not make a video.  Maybe I need to rethink point 1!

Looking forward to reading what others have to say about GHD.

 

 

 

Impromptu Task: Watch How Local Nonprofits Pursue Impact Foundation Funding

Eligible North Dakota non-profits can have donations made to them doubled, up to $4000, if a donation is made on February 14th.  The Impact Foundation (administering the Dakota Medical Fund) cleverly calls this “Giving Hearts Day.”  Your impromptu assignment is to pay attention to how local non-profits are promoting their cause.  Watch for things like videos tailored to the day, images designed for the day, Facebook and Twitter updates, and  other unique strategies.  Share what you find with the class via Twitter or your blog–remember you can use blogs for more than just blog essays.  I noticed tonight that Hospice of the Red River Valley changed their Facebook cover photo and used the GHD logo. Charism made a Facebook post on January 28th, but they went with a different look and slogan: open your heart. . . . They both use Twitter: see how they both handled the event there; see how they will handle it going forward.

For an incredible list of ND (and some MN) non-profits, check out the Impact Foundation’s extensive database.

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