1. How We Use Pinterest, Instagram and LinkedIn
to Find New Supporters & Engage Existing Ones

2. Why Pinterest
Pinterestis a sitein which usersseekout informationof interest
to them andmark, or“pin,” them to boardsthat allowthem to
organizecontent.Other userscan re-pincontentto theirboards.
Thispresentsagreatopportunityfornon-profitsto sharetheir
messagingwith new andexistingsupporters.
- 70 millionactive users
- 68 percentarewomen
- Includespeoplelooking forinspiration
whetherby fashion,recipes,crafts, etc.
- Pinterestusersare3X’smore likelyto
shareona mobiledevice
- 48 percentof userssharevia their iPads,
vs. 17 percentof Facebookusersand 16
percentof Tweeters
- Pinterestactivitypeaksbetween7-9 p.m.

3. Photo
How we use Pinterest
www.pinterest.com/CLEfoodbank

4. Board
suggestions
How to get
started
1. Createanaccount
2. Chooseanaccount namethat will be easyforyouto publicizeto
existingfollowersandeasyto remember
3. Startcreating boardsto pinto
4. Searchforfollowerslocallyto builda base
5. StartaddingPinteresticon to marketing materials
Remember:PeopleusePinterestto findinspirationfor various
purposes.What boardsrelateto what youdo that wouldoffer
inspirationtothePinterestdemographic?
Herearesomeof the FoodBank’sboardsthat get the most
engagement:
• Inspirationalquotes
• Recipes(How-to’s)
• CLE (Celebratelocalpride)
• Nutrition,HealthandWellness(Infographics)

5. Who does this well? Who to follow?

6. Pinning Do’s and Don’ts
DO – Pin a few times a week
DON’T – Mass pin 10 or more pins once a week/month
DO – Set calendar reminders to pin for five minutes every other day, once a
week or whenever works best for you. AND do your best to stick to it!
DO – Use the link option of pins to drive people to your site or other
social media accounts when appropriate
DO – Like pins from other organizations or individuals when you have
nowhere to put a pin you likebut doesn’t fit on your board
DON’T – Leave pin descriptions blank. When possible, tie the pin back to
your organization’s mission or a call to action
DO – Search for followers or other organizations to follow on a regular basis
DO – Think outside the box with your boards. Get creative and try to tie its
purpose back to your organization’s mission
DO – Include your other social media accounts and website in your
organization description

7. Why Instagram
Whyis thisimportantforyourorganization?
- 150 millionmonthlyactive users
- More than90 percentare underage of 35
- Usershaveshared16 billionphotos
- Averages1.2 billionlikesdaily
- Allowsuseof hashtagfororganizing
photosandpromoting brandorcampaigns
- 70 percentof userslogin at leastonce a day
- Average numberof postsby top 100
Instagrambrandsper week: 5.5
- Generatesmore engagementthanits videocompetitorVine
Instagramallowsusersto postimages thatcan be sharedwith and
liked byfollowers.Whyis thisunique?Instagramalsoallowsyou to
post15 secondvideoswith uniqueeditingcapabilities.
@clefoodbank

8. How we use Instagram
www.instagram.com/CLEfoodbank

9. Excellent for
video
Instagramvideoallowsyouto shootvideowith mobiledevice – of up to
15 seconds- andpostusingappwith limitedvideoeditingcapabilities.
Greatfor:
- Promoting upcoming events
- Illustratingday-to-dayactivitiesof your
organizationin a more visually
interestingway. Inotherwords, showing
yourdonorswhatthey’resupporting.
- Varying shotsto avoidboring talking
headsvideos
- Selectingfiltersto make videocolors
easierto seeorpopmore
- Allowslimitedreshootof clips withinvideo
- Driving peopleto a websitewith call to
actionforsupporterstosupportyourmission

10. Who does this well? Who to follow?

11. Instagram Do’s and Don’ts
DO – Post a few times a week but NOTposting multiple pieces of content allat once
DON’T – Post only fundraising-related content/appeals. Vary your content to
keep followers engaged and interested
DO – Use hashtags to promote campaigns (ie #H4Hunger)
DO – Use hashtags of geographic interest (ie #CLE, #Cleveland, #NortheastOhio)
DO – Like pins from other organizations or individuals
DO – Comment or offer praise to other organizations or individuals – especially
those using your hashtag!
DO – Ask stakeholders like volunteers and donors to follow you
DO – Post videos reflecting various aspects of what your organization does
DO – Include your website url in the description
DO – Repurpose content from other accounts (ie infographics) by resizing
for Instagram
DON’T – Be afraidto tag others when relevant

12. Why LinkedIn
Whyis thisimportantforyourorganization?
- 240 millionactive users
- Nearly80 percentareover the age of 35
- Offers greatanalyticsoptionsto seewhich
contentis most effective
- Great pagecustomizationoptionsnot
availableonsomeothersites
Maintaininga LinkedIncompanypageallowsyouto connect with
professionalsofallkinds – businessleaders,other non-profit
professionalsandsomeof yourstakeholderslikecorporateand
community partnerswho might not be interestedin connecting
throughtheir personalFacebookor Twitteraccounts.
www.linkedin.com/company/cleveland-foodbank

13. How we use LinkedIn
www.linkedin.com/company/cleveland-foodbank
Customizebannerwith
646x220pic
Pin mostimportantinfo to top
View detailedanalyticsto see
whichpostsdobestand
which needto be repackaged
forgreaterengagement

14. LinkedIn Do’s and Don’ts
DO – Post regularly but not with as much frequency as Facebook and certainly
not same degree of frequency as Twitter
DON’T – Use hashtags. They don’t work on LinkedIn.
DO – Be more careful about what you post here, keeping in mind who the audience is
DO – Ask for reshares!
DO – Promote your company’s jobs page when postings become available. This
generates a lot of engagement with the LinkedIn audience
DO – Comment or offer praise to other organizations or individuals – especially
those using your hashtag!
DO – Ask stakeholders like board members, community and corporate partners and
donors to follow you

15. Great Social Media Resources to Follow
Mashable – Social Media: https://www.facebook.com/mashable.socialmedia
Social Media Today: http://socialmediatoday.com/
Social Media Examiner: http://www.socialmediaexaminer.com/
Beth Kanter (Facebook): https://www.facebook.com/Beth.Kanter.Blog
Beth Kanter (Blog): http://www.bethkanter.org/
Media Bistro: www.mediabistro.com

16. Questions?
Nancy Kelsey
Online Communications Coordinator
Greater Cleveland Food Bank
nkelsey@clevelandfoodbank.org
LinkedIn: www.linkedin.com/in/nancykelsey
Find this presentation on SlideShare athttp://www.slideshare.net/ClevelandFoodbank