How do you use social media to market a nonprofit organization? K.P. Kelly found out almost by accident. He was just trying to lend a hand and it turned into his own nonprofit. Hear K.P.’s story and recommendations for using social media to promote nonprofits and small organizations. He also tells us about his upcoming 255 mile run across Ohio to raise money and awareness for charity.
K.P.’s Digital Marketing Mantra
K.P.’s philosophy is to not have a philosophy. Every business, nonprofit or organization is unique. There is no one-size-fits-all philosophy
Share 4 Kids
K.P.’s nephew, Kian, was diagnosed with Cystic Fibrosis at a young age. That prompted K.P. to research and connect with parents that have children going through similar life-threatening illnesses. Since he had a very large online following, many of these families would ask K.P. to share their needs through his social media accounts.
His friend and fellow Social Media Marketer, Ahna Hendrix, noted that K.P.’s feed was filling up with all of these campaigns he was sharing and suggested he start a nonprofit organization to promote these campaigns and help fill the needs of these families.
Together, K.P. and Ahna started Share 4 Kids.
Share 4 Kids Foundation uses social media to bring smiles and joy to children who are suffering from a terminal or life-threatening illness by sharing their wish.
YOU MAY ALSO LIKE: Episode 014 with Christopher Brereton of PwrdBy, Mobile apps for nonprofits
K.P.’s Run Across Ohio
On Labor Day, September 1, 2014, K.P. Kelly is beginning a 6 day run across Ohio to raise awareness and funds for Share 4 Kids. A total of 255 miles. This is an event that is built and promoted through Social Media.
In an article earlier this summer, I talked about the importance of exercise to make you a better busy marketer. Finding the time to get started with a busy schedule is always the hardest part, but we have to make time for what is important. Think you can’t find 30 minutes to an hour a few times a week? K.P. is spending 9-10 hours at a time training for this run. You can do it too!
His GoFundMe page gives more detail in addition to how the funds he raises will be used.
I believe in being transparent about where money goes. Most of the proceeds will be donated directly to Share 4 Kids. While Share 4 Kids is a low-budget organization, it does cost around $1,200 per wish to effectively grant and share a wish. Over 80% of the Share 4 Kids budget goes to the granting and sharing of wishes. There are no paid officers or employees. The remaining 20% goes towards administrative costs.
I will also be donating half of proceeds raised on Monday Sept 1 to Cornerstone of Hope, a nonprofit in Cleveland and Columbus that helps provide grief counseling for those suffering a loss. I will also be providing half of all proceeds raised on Wednesday Sept 3rd to the Alzheimer’s Association. I believe that you can see that every $1 raised will go to a great cause.
Social Media Marketing Tips for Small Organizations and Nonprofits
Social media is great for organizations with small budgets or no budget because almost everything you need to do on there is free.
- Create a Facebook fan page
- Create a Twitter account
- Start creating and sharing content that your target audience would be interested in separate from fundraising
Many low budget organizations and nonprofits have an immediate need for cash, but it is important that you resist the urge to go out and immediately start asking for donations. If you don’t, your audience will tune you out. You need to help your followers know what your organization is all about and what you will be doing with the funds.
The key to drawing in an audience on a low budget is to provide that content that is related to what you’re doing and that they will find valuable.
This concept applies to small businesses as well.
I recommend the book Jab, Jab, Jab, Right Hook : How to Tell Your Story in a Noisy, Social World by Gary Vaynerchuk which basically tells you how to give, give, give valuable content to your followers and then ask for a something.
If you have a question about digital marketing for me or a future guest, let us know at https://bjsmith.co/ask.
About K.P. Kelly
KP Kelly, Co-Founder and Director of Share 4 Kids, an organization that grants the last wishes of children facing life-threatening illnesses through the power of social media.
KP is also the owner of K2 Marketing, an Ohio Based Digital Marketing firm that focuses on social media marketing, email marketing and blogging for companies of any size, in any industry.
KP has managed the social media for companies as small as solo-preneurs to Fortune 500 companies.
KP resides in Columbus Ohio. After a brief and relatively unsuccessful attempt at a professional basketball career, KP turned to Marathon Running as his competitive outlet. He has run 44 marathons, including the Boston Marathon twice, and this coming Monday, Labor Day, Sept 1, he will be running across Ohio, 255 miles, to raise support for Share 4 Kids, as well as support for the Alzheimer’s Association and Cornerstone of Hope.
Connect with K.P. and Share 4 Kids
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- Book: How to Choose the Best Social Media Platforms for Your Business (ebook) by Ahna Hendrix
- Productivity Tool: HootSuite
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