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    Nonprofit Branding In the Digital Age

    You work at a foundation or a nonprofit. At many orgs, this belief persists: we don’t have a brand, we have a mission!

    Yeah, ok. That’s true. Now, let’s be real, your org has a brand.

    And that’s a good thing.

    Here’s why—unlike most for-profit companies, your org’s brand is about bold ideas aimed at doing good.

    For virtually every foundation and nonprofit, your website connects audiences to what you stand for, what you do, the impact you have, and most importantly, why it all matters.

    But too often, organizations with incredibly inspiring missions have sites that leave audiences more confused than committed, and more exhausted than energized.

    For social change organizations, it’s time to think beyond transactional websites.

    This Communications Network webinar is led by Matthew Schwartz, Founder and Director of Strategy at social change brand strategy and experience design firm Constructive

    We’re going to explore how to cultivate and build an enduring strategy to advance your brand online, which will help you advance your mission and achieve the magic word: Impact.

    You’ll learn:
    —How to translate organizational strategy into impactful online brand experiences
    —How to increase engagement and shared learning across long-term digital projects
    —What the four core strategies are to every website, and the roles they play
    —How brand strategy improves the website design and development process

    Watch the replay below.


    For more information, get in touch with Matt on Twitter at @constr_ctive.

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    REPLAY: Content Strategy for Social Good

    Search for a definition of content strategy and you’ll likely find this: Content strategy refers to the planning, development, and management of content—written or in other media.

    Put three content strategists in a room and you’ll walk away with six opinions of what content strategy is and what its purpose is.

    But, we’ll all agree that content strategy is local. And that every foundation and nonprofit has content (even if you prefer to call it by a less jargony name).

    It is a reflection of and response to who your organization is and its:
    • Culture
    • Goals
    • Audiences and their culture
    • Resource realities

    There’s no one-size-fits-all route.

    In this Communications Network, we partner with creative strategy agency Threespot. We aim for you to leave with scribbled notes of things that caught your attention — possibilities for your own organization and within your unique situation — and plenty of next steps.

    Watch the replay below.

    Length: 67 minutes

    For more information, get in touch with Threespot on Twitter at @threespot.

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    Replay: Be Human — Breathing Life Into Your Social Media

    Does this sound familiar? You’ve set up your organization’s Twitter, Facebook, and Instagram accounts and now they’re full of press releases. You only post sporadically – when you have a big announcement or during a fundraising campaign – and you get very little traction. Your Executive Director has an account, but it’s just a mirror of your organization. It all feels like you’re just monkeying around…

    No, it doesn’t have to be this way. Brandon Echter, engagement manager at The Science Friday Initiative, offers practical tips and tricks to help you breathe life into your social media. Learn how to create a persona that will humanize your organization’s social media presence, and how to use that persona to help your staff advocate for your mission. Most importantly, learn how to use your social media to emphasize that you and your advocates are a community of people, creating stronger bonds and building a better groundwork for your mission.

    You’ll learn:

    1. What a social media persona is, and why it is important for your organization to have one.
    2. How you can use personas to engage your community and advocates.
    3. Tips, tricks, and strategies for creating a social media persona for your own organization.

    Watch the replay below.

    Length: 58 minutes

    For more information, get in touch with Brandon on Twitter at @bechter.

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    REPLAY: The Tipping Point — Engaging Your Influencers

    As Malcolm Gladwell wrote in his international bestseller The Tipping Point, little things can make a big difference. When it comes to engaging with your audience online, a handful of “influencers” can spread your message out to 85% of your entire audience.

    According to Gladwell, “The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.”

    If you’ve ever played Six Degrees of Kevin Bacon, you know just how powerful and far-reaching social networks are (and also how prolific an actor Kevin Bacon has been).

    In this webinar, The Communications Network partners with Attentive.ly co-founder Cheryl Contee to teach you how to harness the reach of your influencers.

    You’ll learn:

    • What an influencer engagement strategy is, and why it matters 
    • How to identify, engage, and empower influential folks on social media to get them to talk about your work 
    • What success looks like

    Duration: 63 Minutes

    For more information, take a look at Attentive.ly’s guide to influencer engagement.

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    REPLAY: How to Be Good at Medium

    Medium has come to represent the best of new communications technology. It’s not just an online publishing tool — it’s a network of ideas, a place to engage in discussion. President Obama uses it regularly. Bono used it to lay out a plan for Africa, and Melinda Gates responded. The Heritage Foundation used it to publish their annual report.

    Medium is an ideas exchange, where thinkers, creators, and storytellers come to find their audience, move ideas, and move people. It allows your audience to respond, react, and build on your ideas. Increasingly, it’s a platform for influential people and organizations to publish, converse, and engage.

    Put shortly, publishing on Medium gets your message read, discussed, and spread. The best part? Anybody can be good at it.

    Medium’s own Gabe Kleinman joined us to interactively walk you through what it takes to be good at Medium.

    You’ll learn:

    • The basics of publishing
    • How to create engaging and successful posts
    • Tips on experimenting with different types of content

    Watch the replay below. If the video appears blurry to you, try watching here.

    Length: 56 minutes

    For more information, get in touch with Gabe at gabe@medium.com.

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