After merging with Indiana, Volunteers of America Ohio & Indiana has been growing at a rapid pace and we have a lot of job openings right now. To assist HR with finding qualified applicants for these positions, I ran a paid campaign on LinkedIn from 12/27 to 1/2/2019, targeting people in Evansville, Toledo, Fort Wayne, Bloomington, Indianapolis, Cincinnati, Cleveland, Dayton, and Columbus with the listed job function of Community and Social Services. (These are the cities we are hiring in.)
For the Text Ads, since you could have multiple variations, I used this as an opportunity to do some A/B testing with the language, the links and the creative.
I wrote and designed this donor email newsletter for January 2019. I was inspired by an email I got from the epic Lori Jacobwith. It caught my attention because she used my name in the subject line and addressed me like an old friend “Hi Debbie.” I honestly did a double take when I read this email, like does she know me? I think the lack of images and simplicity of the email stood out. Inside the email, it read like we were best friends and she was speaking directly to me.
My first draft of the donor email was more text-heavy and included a call-to-action for donors to become monthly donors.
I shared the email draft with my team and our Director of Development noted that we should just say thank you and not ask for money in this email. We did include a subtle “PS” asking readers to watch our Faces of Hope video.
After changing the email, when it was sent out, several Volunteers of America staff members responded saying how much they appreciated this email and how it made their day.
A great way to kick off the year, by taking time to appreciate. Thanks & will share the inspiration with my crew!
Grove City thrift store manager
Subject line: Name – Thank you!
Hi Name, At the end of the year, do you ever take a moment to reflect back on the year? Do you ask yourself if you made a positive difference in your community? Let me assure you that, yes, you made a difference in 2018. Your support of Volunteers of America Ohio & Indiana has led to so many amazing things.
Mothers found sobriety. Families achieved well-being. Homeless veterans established housing. People were given second chances. And they all thrive … because of you.
Every day, I’m humbled to be surrounded by your kindness. On behalf of Volunteers of America Ohio & Indiana, I sincerely thank you for allowing us to be an extension of your heart and hands, helping people reach their full potential and for helping our community thrive. Many wishes for a happy and healthy New Year.
John R. von Arx III President & CEO Volunteers of America Ohio & Indiana
TL;DR: I was disappointed that we didn’t see more engagement on Giving Tuesday but now we have a new opportunity to do better with our upcoming End of Year giving campaign.
I admit Giving Tuesday was a bit anti-climatic, what with all the hype starting, back in the summer. I subscribe to a lot of non profit marketing newsletters and I can’t count the number of emails and webinars claiming to spell out the perfect Giving Tuesday strategy. It’s like Black Friday for retailers. (Side note to retailers: Cyber Tuesday is not a thing. Let us have this one day.) For this year, I admit we didn’t spend as much time as we could’ve strategizing about how to differentiate ourselves among the #GivingTuesday herd. We used a lot of the images that National (voa.org or Volunteers of America, versus the affiliate Volunteers of America Ohio & Indiana that I work at) provided to us. I made a couple of unique images for us in Canva. I didn’t use the copy from National exactly because I felt it wasn’t uplifting, donor centric or on-brand for us. I wrote my own variations. I spent like half of Monday last week sitting down, and scheduling out in AgoraPulse all our Thanksgiving and Giving Tuesday social media posts. We’ve got two Twitters, two Instagrams, a Facebook page plus 9 thrift store Facebook pages- oh, and LinkedIn, so it’s a lot. By the end, I was really proud of myself. I had laid out and scheduled in advance these important posts across all our channels. And, I did some boosting of posts and events on Instagram and Facebook as well as ran some Facebook Ads. We spent about $100. In my head, since I put so much time and effort into these posts and thought I did a great job, I naively expected to be overwhelmed with Likes, Comments, Shares and Messages saying “Wow this social media post changed my life!” (Just kidding on that last one. I’m not quite that delusional.) Alas, it was pretty much crickets. One woman did comment how she didn’t want to donate on Facebook and that she would donate “thru her nank.” I think she meant to say bank. Yeah, not the engagement I was hoping for.
I told my boyfriend Nate about this on the phone today and saying it all out loud helped me realize that I can’t get bent out of shape over people not engaging or responding to my posts. That’s social media, ya’ll. That’s life. Keep in mind, these were mostly posts about giving, donating, fundraising. These were not the most hilarious, shareable, viral posts. Thinking more about it, we don’t typically do these hard-asks of “Donate Now!” of our audience. I try to share meaningful and positive posts, celebrating our amazing supporters. I try to do the Jab, Jab, Punch method of sprinkling, or jabbing, helpful content and then here in November and December we do more punching with the Give Back posts.
When one campaign ends, another begins. Giving Tuesday is out and now End of Year giving is in. Okay, in an ideal world of butterflies and rainbows, I’d already have this campaign all figured out, but we merged our affiliate with Indiana this summer, I got a new boss, our team has grown and things have been hectic across the organization. All I can do is focus on the now. Today, I used a Creative Brief template that my old boss, Stephanie, came up with and that we used before. It’s helpful for me to use to spell out the
Look & Feel
of the campaign. I like to say that it helps me get my ducks in a row (this is my new favorite phrase. I just like picturing a bunch of scattered ducks and me herding them into a single file line.)
These are some potential social media posts I created for Hidden Creek Landscaping.
Don’t shy away from puns and plant-humor
– Add a Call-to-Action to the employee recognition posts
“Comment below if you’ve had the pleasure of working with any of these great employees”
Finally we are almost done with worrying about frost. The crocuses are popping up. Can’t wait to welcome spring! #firstdayofspring #march20
Important Question We Need to Ask: If a plant is sad, do other plants photosympathize with it? #planthumor #lol
Plants grow from a combination of water, sunlight and food. Hidden Creek Landscaping grows from reading your feedback. Please take a moment to review us today! http://ow.ly/5BeU306hEbe
When you do good work, you’re proud of it. Using our landscape expertise, we crafted a personalized and pristine space for The Palmer House, right over in New Albany. See what we can do for you today! http://ow.ly/7V9E307PsYH
Want to join our great team? We currently have openings for our landscape installation and landscape management divisions. #joinourteam #jobopening To see job openings visit: http://ow.ly/5riM307Pwei
Want to beautify your property without breaking open the piggy bank? Hidden Creek Landscape is the solution. Our residential landscaping services will make your neighbors green with envy
All content created by and property of Debbie Gillum. All rights reserved
There’s a special someone in your life and you want to get them something spectacular for Valentine’s Day. But, what do you get them? Take a deep breath, eat some chocolate and let this list of gift ideas come to your rescue:
Watch: Give your special someone a gift they will treasure all year long. Every time they check the time, they’ll think of you.
Custom stamp: How cool would it be to have your own personalized stamp? You can write both your names or signatures on the stamp to always remember your love. A great way to liven up thank-you notes.
Necklace: What better way to keep your Valentine close to your heart, than engraving their name on a special necklace, made just for them. It’s as beautiful as your love.
Coasters: If your bae is slowly ruining your wooden table, subtly remind them to use a coaster, with these customizable coasters, available in ceramic tiles or in cork.
Homemade cookies: Any Valentine will sincerely appreciate the time and effort spent crafting some delicious goodies.
Magnet: A simple yet useful gift to hold important photos, shopping lists or notes on the fridge.
Candle: Nothing burns brighter than your love… except for this candle. Our scented soy candles last over 90 hours and include a heartfelt message and personalized gift inside a glass bottle.
Phone case: A practical yet lovely gift for that will keep you two in-sync.
Cactus: This little green succulent will grow with some TLC and is long-lasting, just like your love. They will treasure this prickly plant forever.
If all else fails, you can’t go wrong with a sincerely written card, flowers and box of chocolates.
I made this Valentine’s Day graphic in Canva and I like how clean and simple it is. I also wrote the caption on Instagram.
I watched Adele sweep the Grammy’s on Sunday and so I wanted to celebrate her achievement on Instagram and provide relatable down-to-earth content for our Instagram followers. This is Adele’s Twitter profile picture and I wrote the caption.