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Winning Ways To Engage Mission Ambassadors For End Of Year Campaigns

Have you locked yourself up yet with a notepad to brainstorm on how will we change up end of year fundraising campaigns this yearIs one of your ideas "let's engage social influencers"? Good news! We've got some tools that will help! 

Personal and social recommendations can sometimes cut through the clutter of social media newsfeeds and jammed email inboxes in a way that a Facebook post or yet another "Time is running out!" email cannot. You do want to continue with the social posts and email, just add a social influencer / mission ambassador component.

Let's look at how to go about engaging mission partners to share your message with their followers.

Think a Mission Ambassador is Out of Your Nonprofit’s League? Think again.
Our friend Laura Higgins at Cathexis Partners recently shared a few ways to engage your own big name movie star, winning quarterback or YouTube celebrity: 
Almost anyone who believes in your mission — donors, volunteers, event participants, sponsors, board members, staff, friends, and family — can act as an ambassador for your mission. And, through social media and other channels, they can extend your marketing reach with a relatively low investment of time and money for you and for them.

I can almost hear you thinking, “Wow, that’s great! But, how do I get those people to help me?”  I’m glad you asked!

Have a plan in place for your mission ambassadors. Identify an area of your work that you want them to focus on. Or, consider if there is an event series or other initiative that needs support. Document the areas in which you would like your ambassadors to help so they can quickly and easily understand their role.

Build online support materials for your ambassador. Work with your marketing team to create hashtags or themes your mission ambassadors can use on social media. Have a ready supply of photos for them to use, and create bullet points that they can use as a starting point when they speak or write about your organization. Also, be prepared for your ambassadors to have their own photos and stories about how your mission has touched their life (after all, that’s why you chose them in the first place), and have a process in place for approvals, if needed.

Secure your ambassadors. Start by having conversations with your donors, volunteers, event participants, sponsors, board members, and staff. Begin by talking about your mission ambassador program, and see who shows interest. Or, seek out people who you know have what it takes to be an ambassador. Give them an idea of what you’d like them to do, and see if it interests them. Maybe you know that a person is into social media, while another might prefer to speak at conferences or be a part of an event. Others might like to share their stories with donors on a one-to-one level. The thing to remember is that you don’t have to stop at one type of ambassador — depending on how you structure your program, you could use a few.

How Can I Use Mission Ambassadors For My Year End Campaign? 
The Social filters in Luminate Beta Lists let you identify your supporters with strong social capital. These may be celebrities, media figures, or influential "mom bloggers" - any of whom can sway a large group of people to look at your message.

We've created a free campaign kit to take you step-by-step through first using Luminate Beta Lists to identify the social influencers hiding out in your supporter database, and then recruit their support for your Giving Tuesday and Year End campaigns this year.

View the recording of our Tips and Timesavers webinar How to Identify Social Influencers in Time for #GivingTuesday and Year-End Campaigns. In this info-packed webinar, Shiloh Fallon, our Senior Customer Success Engineer, will review how to get the best fundraising impact from this campaign kit. You'll get hands-on tips for how to use Luminate and Luminate Beta. Get set to deliver your most successful end of year or holiday campaign ever!  Webinar recording (32 minutes). 

Posted by Kathryn Hall on Aug 17, 2018 8:00 AM America/New_York

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