The Porchlight Foundation:
Social Media Strategy
Responsibilities:
Developed a social media strategy for a local real estate nonprofit.
Who are The Porchlight Foundation:
Not-for-profit corporation created to partner with other non-profits to develop and build housing for those who would otherwise be homeless without intervention.
Problem:
Low brand awareness and not enough volunteers/donations.
What do we post as a nonprofit that isn’t…depressing?
Solution:
What we don’t see, we don’t know. Sharing the harsh reality of housing in an educational and inspiring way will inspire new audiences to take action.
Target Audience #1:
The Connectors -
These individuals have a large network, are established in their career already, and are wealthy and able to make an impact. They connect land opportunities and donations to the nonprofit.
Target Audience #2:
The Helpers -
These individuals are early in their career or recently graduated college and are looking to make a change in their city but aren’t sure how. This audience will help spread the message of the nonprofit early, remain loyal, and become reach future connectors.
Competitor Analysis
Social Media Content Pillars
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Can be reviews from tenants or simply tours/photos of the developments while they are being built (show progress) or after they are built. This way people can see where their donations are going.
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Bring audiences a sense of belonging by introducing them to the people that keep the nonprofit going. For example, “Meet the Board Members” & “Meet the Investors”
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Inspire your audience to make a difference now by sharing shocking stats about the city they live in or encouraging acts that tell a story and share that yes, we made a difference in someone’s lives.
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Give appreciation to sponsors that have been loyal supporters from the beginning to retain their loyalty.
Grid Inspiration
Sample Content & Captions
