case studies, presentations, social media campaign

Designing Effective Online Engagement Campaigns

3 Comments 12 August 2014

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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case studies, metrics

Creating “Real Life” Communities with Digital Media: An Interview with NEXT

1 Comment 27 August 2013

NEXT: A Division of Birthright Israel Foundation thoughtfully focuses its social media efforts on supporting and creating community. Even more than that, they want to use social media to connect Jews to offline communities and create "in real life" community. When Joelle Berman, Communications Manager of NEXT, told me about the newest iteration of their Jewish High Holidays Initiative (and interactive map), I was instantly excited by the online-to-offline action element. I took the opportunity to ask Joelle about NEXT's approach to developing social and interactive content, its digital media goals, how NEXT uses digital media to create community, and how it measures success.

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case studies, social media campaign, storytelling

FInd Your Missing Child: Revolutionizing Its Community Using Social Media

5 Comments 16 August 2013

Find Your Missing Child is an organization dedicated to developing social media resources for the parents of missing and runaway children and the organizations serving that community. I met Tony Loftis, the founder and Executive Director at a Boston-area event this spring and knew immediately that his organization was doing something dramatically different from other organizations: he was revolutionizing part of the nonprofit sector by being a networked nonprofit.

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case studies, collaboration, conferences, presentations

Empowering Everyone To Be A Network Weaver

1 Comment 25 March 2013

What if everyone who works at an organization, or cares deeply about a cause or organization, acted as a network weaver? How would that change the way that organizations communicate? How would that change how and the extent to which organizations raise funds online? That was just the conversation that I had in mind when my colleague Scott Remington and I presented a working session at the Jewish Federation Young Leadership Conference. We had one overarching goal: to empower every person in the room to become a network weaver. In this blog post, I overview the presentation and its five primary segments: redefining leadership, developing your own brand, mapping your own network, the network weaver and online fundraising, and two case studies of network weavers succeeding with online fundraising.

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case studies, fundraising, guest posts

A Giving Tuesday Pay It Forward Success for the American Diabetes Association

2 Comments 03 January 2013

While some organizations used Giving Tuesday as an opportunity to ask for donations during the nationwide event, the American Diabetes Association took the opportunity to plan an extremely creative peer-to-peer fundraising opportunity, Step It Out. While it was a fundraising campaign, I was intrigued by how the organization used it as an opportunity to deepen and engage its community. The result was bountiful: $21,000 in donations, increased involvement from fundraisers, and deeper fundraiser loyalty to the American Diabetes Association. For more, read this guest post by Shana Masterson, National Associate Director for Interactive Fundraising and Engagement with the American Diabetes Association.

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Debra Askanase is an experienced digital engagement strategist, non-profit executive, and community organizer. She works with mission-driven organizations to develop digital strategies and campaigns that engage, create trust, and move stakeholders to action. Debra speaks at conferences worldwide on the intersection of technology, social media, and nonprofit organizations.

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