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Five ways to go beyond the basics
Sarah Durham Big Duck

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Host a party
worth showing up
(and coming back) for

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My theory:
Your nonprofit’s values help define and
shape the culture in your office and
beyond.
That informs the content you produce
(and who produces it), which shapes your
community, many members of whom
might be or become clients, partners, and
supporters.
Your community understands who you are
(brand), and helps you achieve your
mission and get results.

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NTEN
• Staff of 12
• 2 newsletters/month (member and
Connect, each with various segmented
versions)
• 2-5 emails per week, all heavily
segmented
• ~60k members in community

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“Our culture very much impacts the way we communicate and
what we communicate about. We don’t send press releases. We
don’t even create them, actually! We do include youtube videos
of cats in our messages, though. Why? Because our values say
that we are practical dreamers, we are transparent, and we truly
believe we are a platform for the community to come together.
Our communications reflect that NTEN isn’t about us, it’s about
the community.” –Amy Sample Ward

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Tweet, tweet!

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6 basics
• #hashtags
• RT – retweet
• MT – modified
tweet
• Be human
• Don’t be a robot
• Follow back

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@bigducksarah
@bigduck
#brandraising

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Write for the platform

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Give and take great
content

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Keep it fresh without
losing your mind

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Create a content calendar
1. Brainstorm what you want to share
2. Bring your analytics to guide the
conversation
3. Keep your goals in mind
4. Review and revise
5. Be agile
http://www.bethkanter.org/content-measurement/

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Kivi’s Rule of Thirds:
• 1/3 original content
• 1/3 repurposed content
• 1/3 open for the unexpected
Map out the first two in advance

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http://www.johnhaydon.com/2013/01/19-nonprofit-facebook-status-ideas-can-steal/
• Cap that!
• Play the elephant game
• Let Google Analytics help you
• Supporter love
• Share your worklife
• Name that quote
Status Ideas

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Thanks!