Alignment Purpose 1. Write a statement of purpose for your social media ambassadors program. It is focused on supporting an online fundraising campaign or is it a part of a broader strategy to encourage employee/board engagement?
Objectives and Benefits 2. Identify specific and measurable objectives for your social media ambassadors that support your overall purpose and provide value.
SMART Objective Increase employee engagement by x% by end of fiscal year Recruit XX number of social media ambassadors by launch of campaign
Increase reach by xx% by end of the fiscal year Change in attitude and increase trust in your organization xx% by the end of the fiscal year Improve relationships with existing donors and volunteers xx% by the end of the fiscal year Improve engagement with stakeholders xx% by the end of the fiscal year
Benefits Improves internal communications and collaborations Improves loyalty and buy-in to mission and decreases burnout and turnover Free up communications staff time for more strategic planning versus doing More gets done Less burden on existing volunteers or staff Increases donors to campaign Increases the number of email prospects Percentage likely to volunteer or donate increases
Better management, more stable finances
Better feedback and ideas for innovation Better understanding of attitudes and perceptions of stakeholders
Getting Buy-In The above chart illustrates the value of using both insiders and outsiders as social media ambassadors. Your next step is to introduce the concept to staff at your organization to help identify their concerns, and map out the benefits and measurable indicators. Discuss: What is the purpose of our social media ambassador program? How could using social media ambassadors from staff/board as well as outsiders benefit our organization? What are the metrics for measuring success or ROI of using social media ambassadors? What are some of the challenges or concerns?