8 Week Communication Plan › gg-day-of-giving › kern2017 › ... · 8 Week Communication Plan...
Transcript of 8 Week Communication Plan › gg-day-of-giving › kern2017 › ... · 8 Week Communication Plan...
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18 Week Communication Plan
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Quick Reminders!
Supporters Donors + Volunteers
Engagement Strengthen Current Relationships
Initiate New Relationships
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CreatePlan
Implement
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Use Your Workbook!
(Find the workbook at the endof these slides)
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Week 8Meet, Plan, Discuss
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Week 8: Meet, Plan, Discuss
Set Your Goals1. Identify Your Audiences2. Create S.M.A.R.T. Goals
Simple.Measurable.Achievable.Realistic.Timely.
3. Set Action to Achieve4. Decide on Measurements
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• What are your goals?
Week 8: PLAN - Social Media
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• What are your goals?
• Social media audit
Week 8: PLAN - Social Media
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• What are your goals?
• Social media audit
• Content marketing plan
Week 8: PLAN - Social Media
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• What are your goals?
• Social media audit
• Content marketing plan
• Editorial calendar
Week 8: PLAN - Social Media
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• What are your goals?
• Social media audit
• Content marketing plan
• Editorial calendar
• Hashtags#ProvConsult#GIVEBIGKERN
Week 8: PLAN - Social Media
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• What are your goals?
• Social media audit
• Content marketing plan
• Editorial calendar
• Hashtags#ProvConsult#GIVEBIGKERN
• Rule of Thirds
Week 8: PLAN - Social Media
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Week 7Teasers and Preparations
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Week 7:Teasers and Preparations
Download “Goodies” from the Nonprofit Toolkit
Start Using Them!
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Downloadable Goodies
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Downloadable Goodies
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Downloadable Goodies
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Downloadable Goodies
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• What is Give Big Kern? • Why does philanthropy matter? • Why should they get involved? • What will the donations be going toward?
Maximize VIDEO!
Social Media Teasers
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• What is Give Big Kern? • Why does philanthropy matter? • Why should they get involved? • What will the donations be going toward?
Maximize VIDEO!
Social Media Teasers
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• What is Give Big Kern? • Why does philanthropy matter? • Why should they get involved? • What will the donations be going toward?
Maximize VIDEO!
Social Media Teasers
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• What is Give Big Kern? • Why does philanthropy matter? • Why should they get involved? • What will the donations be going toward?
Maximize VIDEO!
Social Media Teasers
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Maximize VIDEO!
(view it here)
Social Media Teasers
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Sample Video Script• Introduce yourself – Name, Title, Nonprofit• I’m here to announce that we’re so excited to participate in Give
Big Kern on May 2nd.• I’m here to encourage you to join us. Go to givebigkern.org and
learn more about how you can help us to spread the word about this 24 hour giving day designed to bring our county together as one, lifting up the work of nonprofits everywhere.
• Describe your work and impact.• We cannot do this alone, we need the community’s support. And
that’s why we’re participating in Give Big Kern on May 2nd. Again, we encourage you - learn more! Help spread the word! Go to givebigkern.org and join us.
• Support us through volunteer hours or making a financial donation. Every dollar counts and we can’t do this alone.
• Again, givebigkern.org on May 2nd. We hope you will join us then.
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Maximize VIDEO!
Use the app Boomerang to create a mini, looping video
(view it here)
Social Media Teasers
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Week 6Preparing for Your
Soft Marketing Launch
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Week 5Soft Marketing
Launch
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Week 5: Soft Marketing Launch
Complete Your Profile
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Week 4Continue Soft
Marketing
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• Social mediamanagement
Weeks 6 - 4: Social Media Soft Marketing
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• Social mediamanagement
• Facebook Event
• Branch out
Weeks 6 - 4: Social Media Soft Marketing
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• Social mediamanagement
• Facebook Event
• Branch out
• Give Big Kern profile
Weeks 6 - 4: Social Media Soft Marketing
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• Social mediamanagement
• Facebook Event
• Branch out
• Give Big Kern profile
• Employee participation!
Weeks 6 - 4: Social Media Soft Marketing
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Week 3Prepare for 2-week
Marketing Blitz
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• Social icons oneverything!
Week 3: Prep for Social Media Marketing Blitz
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• Social icons on everything!• Social schedule solidified
Week 3: Prep for Social Media Marketing Blitz
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• Social icons on everything!• Social schedule solidified • Social supervisor assigned • Stress ball on standby
Week 3: Prep for Social Media Marketing Blitz
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Week 22-week Heavy
Marketing Begins
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Week 2: 2-week Heavy Marketing Begins
Attend the Press Conference on April 18th
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Week 1Heavy Marketing
Continues
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Week 1: Heavy MarketingContinues
Prepare your website to have Give Big Kern on the front page
Direct supporters to your profile page on givebigkern.org
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• Swap out the “Donate” link to link to your Give Big Kern profile
Weeks 2 & 1: Social Media Heavy Marketing
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• Swap out the “Donate” link • Double check posts
– Spelling, grammar– That scheduled posts are going up
• Be sure to engage!
Weeks 2 & 1: Social Media Heavy Marketing
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• Swap out the “Donate” link • Double check posts• Be sure to engage!
– Respond to comments
Weeks 2 & 1: Social Media Heavy Marketing
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• Swap out the “Donate” link • Double check posts • Be sure to engage!• Invite, invite, invite!
– When someone likes a post, invite them to like your page!
Weeks 2 & 1: Social Media Heavy Marketing
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Weeks 2 & 1: Social Media Heavy Marketing
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May 2: Give Big Kern
Attend the morning kick-off
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May 2: Give Big Kern
Be active all day on social mediaShare your success
Thank donors and volunteers
Remind and push for your goals
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• Battery lifeBring your charger!!
May 2: Give Big Kern on Social Media
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• Battery life
• Go live/make a video!
May 2: Give Big Kern on Social Media
(view it here)
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May 2: Give Big Kern on Social Media
Remember – videos have more reach and engagement!
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• Battery life
• Go live/make a video!
• Share Your Story
May 2: Give Big Kern on Social Media
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• Battery life
• Go live/make a video!
• Share Your Story
• We would like to thank…
May 2: Give Big Kern on Social Media
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• Battery life
• Go live/make a video!
• Share Your Story
• We would like to thank…
May 2: Give Big Kern on Social Media
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Post May 2Day After and
Beyond!
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Post May 2: Day After and Beyond!
Continue thanking your supporters
Share your results!
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• Again, a BIG thank you to all who donated!
• Be creative!• Create a photo album • Share results & tell your story• Continue to share the impact
Post May 2: Social Media
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• Again, a BIG thank you to all who donated!
• Be creative!• Create a photo album • Share results & tell your story• Continue to share the impact
Post May 2: Social Media
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Questions?
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Important DatesFebruary 28
Registration Deadline
March 31Profile Page Deadline
April 18Press Conference
April 25Opt-in Deadline for Board Challenge
May 2Give Big Kern
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Next Steps
Register for Give Big Kern by today!
Customize your Give Big Kern page by March 31!
Attend the webinars and workshops
…and implement this plan!
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8 Week Communication Plan
One day to celebrate the
giving spirit of Kern County
An interactive workbook to help you create, plan, and implement your own 8-week Give Big Kern
campaign for a successful May 2nd!
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Give Big Kern 8 Week Communication Plan
Page 2 of 12
Week Eight (March 6 - 10): Meet, Plan, Discuss
Checklist
___ Set your nonprofit’s goals for Give Big Kern - use the “Goals and Best Practices” workshop material
___ Make sure you have completed filling out this plan
___ Pick up your free marketing material from Kern Community Foundation
___ Inform Kern Community Foundation whether you are interested in custom Give Big Kern panel cards
(minimum 250 at $0.10 apiece)
___ Decide on whether to participate in the 100% Board Giving Challenge
___ Create outreach strategy for current supporters
Task Staff Status Notes
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Pull together a Give Big Kern kick-off meeting with your staff to hash out roles and responsibilities
Do a brief audit of your current social media
Create a content marketing plan and calendar
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Make sure hastags and social icons are on all material and emails
Use #GIVEBIGKERN
Write a blog or newsletter about your Give Big Kern campaign.
Include ways people can help spread the word and a link to your profile page.
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nt Announce your participation in Give Big
Kern! Explain your reasoning for participation and how you hope to achieve your goals.
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Give Big Kern 8 Week Communication Plan
Page 3 of 12
Week Seven (March 13 - 17): Teasers and Preparations
Checklist
___ Download all “goodies” from the Nonprofit Toolkit at givebigkern.org
___ Begin outreach to local businesses to form partnerships and support
___ Add a Give Big Kern logo to your email signature
___ Add a teaser or save the date block to your website and outgoing e-newsletters
___ Create target list of asks for matching gifts
___ Make sure you have completed all checklist items from the previous week!
Task Staff Status Notes
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Remember to have a plan and a strong internet connection!
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make sure all information is ready to use
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Provide Give Big Kern updates at your monthly or quarterly board and committee meetings
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Give Big Kern 8 Week Communication Plan
Page 4 of 12
Week Six (March 20 - 24): Preparing for Your Soft Marketing Launch!
Checklist
___ Decide on communication tools (e.g. Facebook, Twitter, Instagram, e-newsletter, email, etc.)
___ Determine who will run your social media campaign (e.g. staff, hired consultant, volunteer, etc.)
___ Decide if your organization will attend or host an event on May 2nd
___ Reach out to other nonprofits in your sector to see if there are ways you can collaborate!
___ Begin making asks for matching gifts
___ Create staffing plan for May 2nd
Task Staff Status Notes
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Email volunteers announcing your participation in Give Big Kern, and explaining how they can get involved.
They have all liked your Facebook page and are encouraged to share content
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nt They have all liked your Facebook page and
are encouraged to share content
Ask them to update their email signature with the Give Big Kern logo and a link to your Give Big Kern profile page.
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Give Big Kern 8 Week Communication Plan
Page 5 of 12
Week Five (March 27 - 31): Soft Marketing Launch
Checklist
___ Complete your Give Big Kern profile, including volunteer opportunities.
___ If you are using printed materials or sending a special newsletter, drop them in the mail no later than
next week (nonprofit bulk mail takes about 10 days)
___ Work on your “thank you” plan for supporters for day-of and post-May 2nd
___ Boast about your Give Big Kern profile! Use it to help promote your participation!
___ Do a self-check and make sure you have completed all previous checklist steps
___ Implement current supporter outreach plan
Task Staff Status Notes
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n Begin posting your Give Big Kern profile on
social pages
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Encourage them to say why the support you!
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Give Big Kern 8 Week Communication Plan
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Week Four (April 3 - 7): Continue Soft Marketing
Checklist
___ Create a board task list and assign to members
___ Send invites to day-of events (if having one or invite them to a signature Give Big Kern event)
___ Schedule key meetings with supporters (pre-commitments)
___ Begin talking about your involvement in Give Big Kern at meetings and events.
___ Bring panel cards with you and leave in office lobbies, coffee shops, etc.
___ Continue to implement your communications plan (e.g. emails, social media posts, etc.)
Task Staff Status Notes
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Social icon links are on all email blasts and printed content
Social media schedule is finalized and ready to go
Schedule whenever possible!
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n Begin sharing stories about your organization
from the perspective of supporters.
Let them explain why what you do is so important!
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them know you're participating Tell them why it's important to
give on that specific date.
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promotions, sponsorships).
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Give Big Kern 8 Week Communication Plan
Page 7 of 12
Week Three (April 10 - 14): Prepare for 2-week Marketing Blitz
Checklist
___ Customize email templates from toolkit and schedule e-blasts to go out
___ Finalize social media schedule and content
___ Schedule key meetings with supporters (pre-commitments)
___ Finalize partnerships with businesses and other nonprofits (and tell Kern Community Foundation!)
___ Contact local media (press release/events)
Task Staff Status Notes
Pla
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n Write another blog or newsletter story around
your Give Big Kern campaign. Include ways people can help spread the word and a link to your profile page.
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Give Big Kern 8 Week Communication Plan
Page 8 of 12
Week Two (April 17 - 21): 2-week Heavy Marketing Begins
Checklist
___ Attend the Give Big Kern press conference on April 18th
___ Amp up social media posts – add Give Big Kern graphics to Facebook and Twitter
___ Begin sending emails
___ Make targeted phone calls to supporters
___ Have a kick-off event and talk to supporters about Give Big Kern (suggested)
___ Finalize day-of roles and staffing plan, including social media management
Task Staff Status Notes
Pla
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Review your Give Big Kern profile to ensure it looks just as you'd like it to.
Make tweaks based on campaign progress so far.
Change the Facebook “Donate” link to go directly to your Give Big Kern profile page
Go back through your posts, inviting those who haven’t liked your page to do so
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n Add Give Big Kern graphic to social media
Cover photo, profile photo, posts – you choose – use the toolkit!
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Give Big Kern 8 Week Communication Plan
Page 9 of 12
Week One (April 24 - 28): Heavy Marketing Continues
Checklist
___ Make sure you know how to login to your GiveGab account to track donations and volunteers
___ Continue heavy social media presence
___ Remind board of roles (e.g. outreach, sending emails, etc.)
___ Utilize Give Big Kern marketing material – share downloadable goodies on social media
___ Finalize day-of event plans
___ Prepare your own website to have Give Big Kern on the front page and direct supporters to your
donation page on givebigkern.org
Task Staff Status Notes
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Prepare a messaging timeline or review the social media messaging schedule.
Make a test donation to ensure all messaging is accurate.
And so you'll be able to answer donor questions about the process.
Ask the team to update their social media profiles with promotional materials
Cover photos are in the downloadable goodies
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Have a special blog or newsletter edition story around your Give Big Kern campaign for the day of.
Include ways people can help spread the word and a link to your profile page.
Countdown!
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nt Ask the team to update their social media
profiles with promotional materials Cover photos are in the downloadable goodies
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Give Big Kern 8 Week Communication Plan
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May 2: Give Big Kern
Checklist
___ Attend the Give Big Kern morning kick-off to represent your nonprofit on local media
___ Utilize your business partners – have an informational table about your nonprofit
___ Attend other Give Big Kern signature events.
___ Check in with all board members and make sure they are ready to implement your plan.
___ Be active all day on social media
___ Check your Give Big Kern profile every hour and share your success / needs on social media or email.
___ Thank your major donors and volunteers in real-time with social media posts or email.
Task Staff Status Notes
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Make sure everyone who is using technology has their chargers on them if they’re working an event
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n Go Live! Remember to have a plan and a
strong internet connection!
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Give Big Kern 8 Week Communication Plan
Page 11 of 12
Post May 2: Day After and Beyond!
Checklist
___ Get some rest!
___ Continue your plan of thanking all supporters
___ Implement supporter thank you plans. (i.e. who will receive calls, send personal letters, thank you
cards, emails, etc. - check your staff role list)
___ Send thank you’s to businesses and other nonprofits you partnered with
___ Send an update to your board, staff, volunteers, networks, and supporters to share your results!
___ Decide if you will have a post Give Big Kern thank you activity
Task Staff Status Notes
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Update your blog post/newsletter with final numbers for your Give Big Kern 24 hour giving campaign.
Post a thank you message on social media Use the “thank you” downloadable goodie
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Give Big Kern 8 Week Communication Plan
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Sample Social Media Timeline for May 2nd
Team Member Time Social Media Post
12:00am Post a “Celebration” post about Give Big Kern and your campaign. Use the “Give Local Today” downloadable goodie.
6:00am Go “live” while at the morning kick-off.
9:00am Thank everyone for their support so far.
10:00am Post a story about your nonprofit with an engaging photo.
12:00pm Post a noon update about the progress you’ve made.
2:00pm Encourage supporters to share that they donated or pledged volunteer hours to your nonprofit
4:00pm Post a story about your nonprofit with an engaging photo.
5:00pm Share the “I Gave” downloadable goodie and encourage your supporters to do the same
7:00pm Post another update about the progress you’ve made.
11:00pm Post a “Final Hour” message.
Sample Staff Assignment Worksheet
Name of Staff or Volunteer Assignment / Role Tasks
Joe Smith Social Media Create editorial calendar, schedule posts, post day-of