The simple social media tracking tool that helped my team raise $15,000 in just a few days!
By Danni Eickenhorst
A few years ago, I did extensive work with a national nonprofit, The Salvation Army, helping them get their hands around social media as a part of their marketing strategy.
In one instance, we had a particularly successful social media campaign, thanks to some long-term strategy planning that came to bear fruit over the course of one week.
Here’s what happened
One food pantry location in Missouri saw a tenfold increase in need, going from feeding 50 families each month to 600 families per month in a one year period. While experiencing such a significant increase in need, they also suffered an 80% decrease in food commodities, which they depended on from the USDA and other government sources. The pantry reached out to me with an urgent need for nutrient-rich food items.
Here’s how I did it
I worked with their staff to determine the need. We made an ask for cereal, as it packs many nutrients in one simple meal and is rarely donated because of its high cost when compared to canned goods.
I launched a collaborative strategic social media with local influencers that garnered major media attention to fulfill this need, which I executed that same day. Over a 4-day period in March of 2012, the campaign raised more than $15,000 and 16 pallets of cereal for Salvation Army food pantries in St. Charles County.
How you can replicate this success
This list of influencers was something that I built over several months managing their social media and marketing strategy. I took note of various influencers and the topics they were passionate about. When an opportunity for them to assist in this area came about, I reached out to them by direct message on Twitter AND via email. The tool that I used was literally a piece of paper written on in Sharpie, tacked up on my desk. On that paper, I listed influencers under each area we worked in.
For The Salvation Army, it was areas like food insecurity, homelessness, holiday support, youth programs, etc.
My version of this for my company today includes our three areas of service – marketing, business consulting, and accounting.
You can adapt this super simple strategy to your business by identifying your core area of business, then printing off as many copies of the guide as you need to cover them. Subscribe below to get the simple influencer worksheet!
Tack it up on your wall, pull our your sharpie and get to work!
I hope this super simple tool works its magic for your work too!
For more insanely simple, totally doable strategies that you can use to move the need on your marketing, register for Universal Marketing Theory for Small Businesses (and nonprofits) by 11/23! Use code “smartypants” and save $50 on your registration!
PS – I’m a huge fan of the work of The Salvation Army. I’ve seen their impact up close. Please consider them in your giving over the holidays.