Social Media Conference for Nonprofits

___________

Building Social Partnerships

Jonah HollandPublic Relations & Marketing Coordinator

www.lewisginter.org

@LewisGinter lewisginter

@lewisginter lewisginter

@lewisginter Lewis GinterBotanical Garden

Kelly FitzgeraldAssociate Director of Donor and

Government Relationskfitzgerald@uneedpsi.org

Twitter @kellyfitzgerald and @uneedpsiInstagram @austenhillva

Caroline LoganDirector of Communications

www.vatc.org

@virginiaisforlovers @visitvirginia

@visitvirginia visitvirginia

#LOVEVA

Tabitha TreloarDirector of Communications

www.richmondspca.org

@richmondspca @richmondspca

@richmondspca RichmondSPCA

Social Media Conference for Nonprofits

___________

Building Social Partnerships

Fidos After 5 with Richmond SPCAStarted in 2007 (pre-social media)

Fidos Events

Partnership Includes:• In person, onsite collaboration

• Media & social media collaboration

• Linkbacks to website• Tweets & Facebook

• Fundraising• Shared volunteers & donors

Indicators of Success:• Engagement• Attendance• Donations

• Positive feedback• Reaching new audiences

GardenFest for Fidos & Fidos After 5

FeedMore & HandsOn Greater Richmond

Instagram Contests Partnerships can be as simple as donating a prize to a contest, and can lead to other opportunities like an Instagram takeover, which we also did for Richmond Region Tourism.

The Best Social Media PartnershipsGo Deep. They are not JUST virtual, but in person too.They affect core mission, go across multiple platforms (including website and blog).Tell stories on multiple levels.

Read More: http://bit.ly/ButterFLYkiss

The <3 Comes Back to You

Jonah HollandPublic Relations & Marketing Coordinator

www.lewisginter.org

@LewisGinter lewisginter

@lewisginter lewisginter

@lewisginter Lewis GinterBotanical Garden

Fair Copay VAAmplifying the Patient Voice

Through Digital AdvocacyMay 4, 2016

The Campaign

In anticipation of the 2015 Virginia legislative session, Patient Services, Inc. and its coalition partners launched Fair Copay VA, a campaign dedicated to limiting patient out-of-pocket costs:

The Patient Leader The Mission The Partners

The Legislation

HB 1948/SB 1394limits specialty tier coinsurance to <$100 per month for a 30 day supply.

“Patient Services, Inc. (PSI), an independent, national 501(c)(3) nonprofit organization that helps patients with chronic illnesses and conditions access their treatments and therapies, today announced the launch of Fair Copay VA. Led by Virginia-based PSI in partnership with other leading patient and provider groups across the state, the new campaign is raising awareness about the impact of high out-of-pocket costs for medications and advocating for HB 1948 – legislation which would limit these costs.”- Fair Copay VA Launch Press Release

Fair Copay VA Digital Advocacy: Driving Support for Legislation to Cap Patient Out-of-Pocket Costs

Patient Testimonial Videos• Digital testimonials of patients

(18-yr old student; legislator with MS; President of PSI) generated over 60,000 VA YouTube views in four weeks;

• Targeted in-stream video advertising drove traffic back to Take Action page;

In-District Constituent Advocacy• Targeted digital advertising and

strategic email communications generated more than 530 constituent letters to VA legislators in four weeks;

Targeted Advertising Drives Action• Targeted ads on Facebook, Twitter,

YouTube, Google drive legislative engagement & web traffic;

• Ads target Richmond, key legislative districts and other statewide audiences;

• Campaign used Outbrain to drive traffic to Richmond Times-Dispatch op-ed;

• Ads generated over 10,000 campaign website pageviews in four weeks;

Social Engagement to Raise Profile of Legislation• Digital ad campaign generated

Facebook ad reach of 1,045,429 and nearly 15,000 actions (Likes, Shares, etc.); more than 1,500,000 Twitter impressions and 15,500 engagements;

Digital to Support Traditional Advocacy• Engaged legislators via social media to

urge support/thank for support of bill;• Provided infographics to coalition for

lobbying and social collateral;• Created social media advocacy toolkit

for coalition partners;

Amplifying Campaign Messages• Fair Copay VA launched Thunderclap

and Twibbon campaigns to amplify patient voice;

• Coalition partners used campaign hashtags #FairCopayVA & #Ipaidmypremium to urge support for legislation.

Patient Testimonial Videos

• Digital testimonials of patients (18-yr old student; legislator with MS; President of PSI) generated over 60,000 VA YouTube views in four weeks;

• Targeted in-stream video advertising drove traffic back to Take Action page;

• Videos were used in social media to personalize the issue and to target legislators.

Digital to Support Traditional Advocacy

• Engaged legislators via social media to urge support/thank for support of bill;• Provided infographics to coalition for lobbying and social

collateral; • Created social media advocacy toolkit for coalition partners;

• Provided draft social media posts and support on FairCopayVA Day and other coalition partner lobby days;

• Engaged with constituents and promoted favorable media on social media.

Digital to Support Traditional Advocacy

The Results

In addition to the digital advocacy and social media metrics produced by the campaign, the Fair Copay VA digital effort achieved the following results:

Universal Awareness – “Every office we went into had heard of our issue.”

Energized, Coordinated Advocacy Community – With new platforms and collateral;

Living Platforms – Campaign continues after session stops;

Legislature Studying Impact of Specialty Tiers – Copay cap bill alive in study committee;

Momentum into Next Session – Coalition aiming to influence study, educate members they made inroads with this session, etc.

Kelly FitzgeraldAssociate Director of Donor and

Government Relationskfitzgerald@uneedpsi.org

Twitter @kellyfitzgerald and @uneedpsiInstagram @austenhillva

Caroline LoganDirector of Communications

www.vatc.org

@virginiaisforlovers @visitvirginia

@visitvirginia visitvirginia

#LOVEVA

Tabitha TreloarDirector of Communications

www.richmondspca.org

@richmondspca @richmondspca

@richmondspca RichmondSPCA

Username: Richmond SPCA

Social Media Conference for Nonprofits

___________

Building Social Partnerships

Questions