Social Media to Reach Young Professionals



STARTING POINT

One of the only completely free professional development options for emerging leaders in the social sector, this nonprofit offered fresh, industry-leading events; a widely-read blog; and an inclusive membership community. It had a strong following with high levels of engagement across social media platforms. We needed to continue to meet members’ expectations of fresh, fun, differentiated social media content. We also needed to align with a concurrent brand refresh, and prepare for new volunteers to take over the role.

Constraints: The organization is volunteer-run with a working board of directors. All work needed to be completed in peoples' spare time. Many volunteers were not experienced in management organizational social media accounts. The budget was minimal. Most work was completed remotely. There was only one year to onboard, maintain social media traffic, offer improvements and transition to the next year's team.

Opportunities: Set the tone for the next generation of leadership in the regional nonprofit sector through innovative, inclusive, justice-centered and exciting content. Provide development opportunities for volunteers and highlight the voices of local young professionals through blog and event content. Spread brand awareness and welcome new volunteers and potential leaders.

SERVICES

Strategy, audience journey mapping, volunteer management, channel management, engagement, copywriting, graphic design, brand standardization, collaboration

RESULT

The nonprofit grew its social media following across channels. Network partners and regional collaborators engaged with the accounts. Some audience members became members of the organization and offered their time to volunteer or join the board of directors, ensuring organizational sustainability. Consistent, efficient social media operations continued after handoff to the next team of volunteers. The organization continued to be an innovative, welcoming voice in the Twin Cities region and national network of which it was a member.

IN DEPTH

Audiences: young professionals, nonprofit leaders, event speakers, recent graduates, partner organizations, funders, other organizations in our national network

Content:

See The organization's Instagram, especially the Story highlights (the ones with all-caps titles). I have also linked each Story:

• Trivia night
• Taking an Asset-based Approach to Evaluation When You Have No Staff and No Budget 
• National Leaders Institute
• Polls
• Five Minutes In Hell
• Cafe Conversations
• dance•werking

Channels & tools:

• Instagram feed
• Instagram Stories
• Facebook
• Twitter
• Adobe Express

Graphics: I created brand-aligned graphics for social media channels (see Instagram grid). I added the main brand assets to the Adobe Express app to make it easy for volunteers to create new graphics.

Training and documentation: As the Communications Chair, I managed a volunteer team to create channel-specific social media guides. These incorporated the brand identity and research on best practices. The committee took on the torch in the following year, building on the assets and practices from my year of leadership.