Jarid Brown & Hope show how nonprofits can get strategic

I was recently featured in an article by JD Lasica, the founder of Socialbrite.   JD highlighted the digital marketing and social media strategy that we implemented at Hope: 

When nonprofits roll out a social media program, their tendency is to launch a presence on Facebook or Twitter and then treat them simply as new communication or marketing channels.

No, no, a thousand times no!Of the 1.5 million charities in this country, perhaps 99 out of 100 go about using social media the wrong way, as a stand-alone tactic. The right way, as we tell our nonprofit clients, is to roll out a social media plan where all of the channels begin to work with each other in an integrated, aligned, complementary, strategic fashion. 

Easier said than done, right? But one nonprofit that seems to be doing this well is worth a close look: The Hope Institute for Children and Families of Springfield, Illinois. It’s a midsize nonprofit that provides educational, residential and health services to children ages 5-21 with multiple developmental disabilities, including autism spectrum disorders.  

Building out a digital marketing platform

 I chatted the other day with Jarid A. Brown, who runs online interactions for Hope (which I’ll use as a shorthand here for the organization that runs education centers, residential services, a children’s home and a school in Chicago, among other things). Hope brought on Jarid 18 months ago to create a digital marketing platform. 

“Our first task was to… Click to read the full story.  

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