Oliver Hurst-Hiller, CTO & EVP, Product, DonorsChoose Anna Doherty, Marketing Manager, Engagement and Social Media, DonorsChoose Twitter Handles: Oliverhh & @anna_doherty How do you maximize your social media presence when you have a small staff and limited resources? DonorsChoose.org uses data and a systematic approach to focus social media efforts to drive the action they want—join two of their senior executives and learn how.

1. Getting the Most Out of
Social Media with a
Lean Staff
www.donorschoose.org

2. Agenda
1. About DonorsChoose.org
2. Our Social Media Philosophy
3. Content
4. Advertising
5. Website Integration
2

3. DonorsChoose.org Impact to Date
$105,000,000 donated 740,000 citizen philanthropists
251,000 funded projects 6,000,000 students benefited
3

4. Our Social Media Philosophy
1. Spend time on the activities that drive action
2. Systematize activities that don’t drive action
4

5. Systematizing Content
5

6. 1. Join the conversation around the cause
6

7. 2. Share content and collateral that’s unique to the
organization
7

8. 3. Celebrate big news
8

9. 4. Share staff culture
9

10. 5. Think big picture
 The same content doesn’t always work on different
social channels
6. Frequency
 Don’t just post for the sake of posting
10

11. Facebook Advertising
11

12. Facebook Advertising
1. Advertising works for 2. A fan curtain increases
driving people to your the “like” conversion rate
Facebook page but not
to your website
12

13. Website Integration
13

14. Teacher Facebook Updates
14

15. Post-donation Facebook Message
15

16. Facebook Single Sign-on
16

17. Looking
Forward
17