Unity PR

Krystin ArrabitoRyan Hartnett

Katherine HuberAngelica Lu

Arielle Sidrane

Centre County United WayOperates independentlyDirectors at headquarters + Volunteers +

DonorsTarget those in professional positions,

including Penn State facultyPartnered with over 40 agenciesWant to improve two-way communication,

especially through social mediaCurrent audience: donors, volunteers, Penn

State staff

Reason for CampaignCentre County United Way did the majority of

their communication with their target publics and donors only during donation season, leaving people uninformed

Centre County United Way was interested in improving their social media presence and enhancing their two-way communication to a year-round effort

Research ResultsComponents of a successful FacebookComponents of a successful TwitterSurvey results

GoalsTo increase the interaction between CCUW

and its donors and volunteers through Facebook and Twitter by April 26, 2011

To keep donors and volunteers interested through interesting posts online by April 26, 2011

To increase following of CCUW on Facebook and Twitter by April 26, 2011

To keep all associated with CCUW informed on a regular basis throughout the entire year beginning April 1, 2011

ObjectivesTo increase the number of “likes” per post on Facebook by

April 15, 2011To increase the number of “likes” for the Facebook page

in general by April 15, 2011To increase the number of comments per post on

Facebook by April 15, 2011To reach a Twitter following of 100 by April 15, 2011To create various interactive contest through social media

and generate at least 20 entries per contest by April 20, 2011

To create a newsletter template and distribute first issue by April 26, 2011

StrategiesImprove Facebook pageCCUW Facebook pageCreate TwitterCCUW Twitter profileCreate newsletter template

Implementation & TacticsWe revamped the Centre County United

Way’s Facebook Page and created a Twitter Page @CC_UnitedWay

We accomplished each by:-Posting 3 times per day on the

Facebook page and running a contest for people who “liked” the page

-Created a Twitter and tweeted a minimum of 3 times per day, followed relevant people/organizations and were retweeted by other followers

Implementation & TacticsTactics were implemented beginning Monday,

April 11th and ran through Monday, April 25th

The resources used were Facebook and Twitter on computers. We also used information from the Centre County United Way’s website

Evaluation Objectives

To increase the number of “likes” on Facebook fan page Success! Increased to 308

To increase the number of “likes” per post Success! Averaged 3 or 4 likes per post

To increase the number of comments per post on Facebook Success! Two-way interaction much more consistent

To reach a Twitter following of 100 Did not meet goal, but on the right track (70)

EvaluationOngoing Evaluation

Instead of posting randomly, we used more structureSummative Evaluation

Likes, comments, followers, interaction (quantitative)

Formative EvaluationContest worked well to engage and interact while

providing incentiveSpreading posts throughout the day to retain

followersImplementation should have been for a longer time

period

StewardshipKey Publics

We ended up having a broad and varied following via social media

Tactics to be used for 4 Stewardship strategies1. Reciprocity- saying “thank you” + responding to

questions on FB and Twitter2. Responsibility- keep publics informed + following

through with contest prizes + soliciting feedback3. Reporting- report monetary fundraising amounts, etc.

to followers4. Relationship Nurturing- will continue to create

incentives + keep informed through social media & a newsletter + continue to network!

Conclusion/SummaryHighlights

Interactive social media campaign that can be continued even after our efforts

On track to achieve even higher numeric results (increase followers and fans)

Success, but maintenance of our efforts will be essential