Social Media Strategy for Mission-Driven Organizations

The intersection of social media, technology, and engagement

Matterness, metrics, presentations

Social Media Metrics That Matter

I had the privilege of presenting at the Dallas and Austin Social Media for Nonprofits Conferences this month on the topic of social media metrics. As some readers may know, I’ve recently started a collaboration with colleague Allison Fine to create Matterness Consulting, a consultancy focused on bringing Matterness to the way that mission-driven organizations […]

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1 Comment 31 August 2015

Getting Started, social media strategy

Graduates: So You Want To Work In Social Media

With college graduations complete, and summer a time of reflection, this is when I am most often asked "how do I get a job in social media?" I often can't help folks find the job they want, nor do I have the time for all the cups of coffee proffered, but I can offer advice. This post is a summary of my best advice, including current and emerging skills for the field, what you need to know, and how to prepare to get a job in social media at a company or nonprofit organization.

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6 Comments 26 May 2015

email marketing, Reports and studies

Benchmark Yourself: 2015 M+R Digital Benchmarks Study

The 2015 M+R Benchmarks Study is here, packed with nonprofit sector digital benchmarks for email, website engagement, social media, and paid web marketing. This year's study also includes a "Benchmark Yourself" tool, as well as updates and comparisons with prior years. In this blog post, I pull out four major themes from the study for every nonprofit to consider, and a few suggestions for next year's study.

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0 Comments 22 April 2015


Creating Entry Points Using The Social Technographics Ladder

I had an "aha!" moment this week: We can't forget about different entry points and jumpers. While some will move along a continuum towards increasing leadership responsibilities, others will contact you or begin to show leadership interest from the very beginning. In this blog post, I offer a model with a variety of online entry points for those stakeholders who want to dive into your organization fully, jump over initial entry points, and become deeply engaged.

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0 Comments 15 April 2015

Reports and studies

Two New Reports Tell a Story of 2015 Nonprofit Communications Trends

Two new nonprofit communications reports shed a light on how nonprofit organizations are staffing, executing, and approaching both digital and traditional communications. In this blog post, I look at where the reports intersect, and what trends will emerge in nonprofit communication practices in 2015.

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1 Comment 30 March 2015


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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