PR Pro Bono Day- Session 3

Social Media For the Short-Staffed
Kerri Goldsmith of HBK Sorce Financial presented some tips and pointers for people to get the most bang for their social media efforts.
Social media is particularly important for nonprofits because internet users, especially social networkers, are more likely to be active in volunteer associations.

But how can you do it right?  Goldsmith offers four basic suggestions for starting your social media efforts:

• Define your goals (awareness? donations? volunteers? events?)
• Identify your resources (yourself? volunteers? an agency? your audience/supporters?)
• Know your target audience (and in particular, what social media platform are they most likely to gravitate to?)
• Start small and grow into social media

Once you've analyzed your situation, she offers more suggestions:

• Don't be overwhelmed by your options.  Pick the medium you think will be most effective for your message and audience, and start there.
• Use time-saving tools such as Hootsuite, Tweetdeck, or Seesmic.  You can also utilize these tools on your smartphone.
• Plan ahead!  Schedule your messages in advance.
• On Twitter, keep messages to under 120 characters so you can be easily retweeted.  Make sure to shorten URLs, and utilize hashtag/keywords to make it searchable
• On Facebook, take advantage of static content, post longer messages, and use photos or video whenever possible.
• Remember, communication works two ways.  Reply, comment, and thank your audience.
• Build "lists" of people to follow... media, constituents, organizations with complimentary missions, so you can more easily communicate with them.
• Measure your results by tracking links, clickthroughs, retweets, mentions, etc.

PR Pro Bono Day - Session 1

Events: How to Bring in the Cash
Ginny Cooper of The Cooper Group opened PR Pro Bono Day with a presentation on her area of expertise: Events.
In Lee County, there are more than 2,100 nonprofit 501(c)3 organizations, with another 1,800+ operating in Collier County.  Clearly, there is a lot of competition for donor dollars.
A quick look at the Gulfshore Life charity register reveals 326 major fundraisers in our area, most of which are held during the high season months, all battling for the attention of donors.
How to compete?
Be daring, be different, and be diligent.

Be Daring: Don't be afraid to strike out and do something our area has never seen. 

• The Red Cross "Star Struck" dance competition was the first of its kind in our area, and has been duplicated many times.  Cooper helped the Red Cross create "star" themed silent auction packages, and the creative merchandising of the packages brought in 30% more profit. 
• The PACE Grand Dames Tea was another new, one-of-a-kind event. Cooper suggests that the event itself shouldn't be the only fundraiser, and that you should continue the opportunities for giving beyond the event.
• Another PACE event, Love That Dress, allows people to create ownership in the event by donating dresses and by hosting dress donation parties. 

Be Different:  Make your event stand out. 

• Take a different approach.  Even though more than 10% of our local fundraisers listed in the Charity Register are Golf Tournaments, it's possible to make even a common-sounding event stand out. Several years ago, the Lifetime Family Center started a Golf Marathon, which allowed people to play as many holes as possible and take pledges from supporters to raise funds.
• Use a different theme.  The golf marathon was during the peak of the series "Survivor," and the tournament was branded using a "Survivor" theme, with mini events and challenges, survival-themed gifts, and even a million-dollar hole in one competition.
• Find a way to stand out.  Eleven years ago, when VHS tapes were the medium of choice, the Edison Ford Gala was the talk of the town by issuing their invitations on videotape.

Be Diligent: Success is in the details.

• Never assign yourself an event duty.  Instead, delegate responsibilities, and allow yourself to check in to make sure things are being accomplished the way you want.
• Plan everything way in advance.  Prepare your timeline by starting with the event date and working backwards.  For example, know when you need the number of guests for the caterer, and set your RSVP date at least a full week before that.  Make sure guests receive their invitations at least 3-4 weeks before the RSVP date.  Prepare the rest of your timeline accordingly.  
• Know that there will be problems. (and just hope that they're ones that your guests won't notice)
• Never run out of food and drink (and chances are, your guests won't notice the problems if they're still well-fed).

Cooper also offered a few more tips to help your event run smoothly-- and also to get as much value as possible from your event:
Sponsorships: Sponsors get involved for one of three reasons- either for cause marketing, for image building, or because they're devoted to their communities.
The sponsors have three primary expectations.  First, they expect to get a 3-to-1 return on their investment.  Second they don't require (and often don't want) tickets to the event.  Third, they do want proof of performance after the event, in the form of testimonials, photos, screenshots, copies of ads and articles, and more.
Caterers: When you're shopping for a caterer, make sure you're comparing apples to apples.  In other words, present them with a menu and a budget, and see what they're able to do with it.  If everyone is presenting you with different menus and different prices, you'll never truly know which is the best value.
Event Management: Cooper reminds to not forget permits and codes when preparing your event-- especially if you're in a nontraditional location.  You don't want the fire marshal shutting down your event.  In addition, she cautions to write everything down, because you have a lot to remember, not only for this year's event but for future events.  Also, remember to budget carefully and always allow a 10% contingency.

Thanks to Ginny Cooper of The Cooper Group for helping our guests learn how to make the most of their events at PR Pro Bono Day!

FPRA's Pro Bono Day

The Southwest Florida Chapter of the Florida Public Relations Association

Invites you to PR Pro Bono Day

Friday, March 18
12:30 – 4:30 p.m.
Lee County Elections Center
13180 S. Cleveland Avenue in Ft. Myers
(Behind Robb & Stucky across from Bell Tower Shops)

RSVP at http://www.fpraswfl.org/

Be with some of Southwest Florida’s most distinguished public relations professionals for FREE advice on how achieve results for your organization!

Session 1: Panel Discussion 12:30-2:30

PR Driving Results for Non-Profits - Samantha Scott, Pushing the Envelope, Inc

The Art of Procuring Sponsorships - Gail Lamarche, Henderson Franklin Attorneys at Law

Building a Team for Effective Branding - Karen Ryan, APR, CPRC, LCEC

The Importance of Planning & Research - Mary Briggs, APR, CPRC, Briggs & Rogers

Session 2: Roundtable Discussions 2:45-4:30

Social Media Do’s & Don’ts- Carla Ulakovic, Communications Consultant

Creative Design That Inspires Action- Matt Connar, Boost Creative

Press Releases & Media Kits- Laurel Smith, APR, Gravina Smith Matte & Arnold

Media Relations & Getting Camera Ready- Susan Bennett, APR, CPRC, Susan Bennett Marketing & Media, L.C.

*Attendees are encouraged to bring samples of their work for feedback from our experts.

About FPRA: Established in 1938, FPRA is the oldest public relations organization in the country. FPRA is dedicated to developing public relations practitioners, who, through ethical and standardized practices, enhance the public relations profession in Florida. PR Pro Bono Day was created in 2009 at the Southwest Florida chapter’s annual community service project. For more information, visit www.fpraswfl.org.