Young+Invincibles


 * Young Invincibles **


 * Contact Person:** Adrienne Sheares, Community Manager and Digital Strategist
 * Phone:** 202.534.3569
 * Email:** adrienne.sheares@younginvincibles.org
 * Executive Director:** Aaron Smith
 * Communications Director:** Rae Roca
 * Social Media Staff:** Adrienne Sheares


 * Baseline **


 * CWRF Overall Level:** Run
 * Overall Score:** 2.23
 * Detailed Score:**[]
 * Burning Questions To Be Answered**: How can we measure less tangible outcomes like awareness and engagement? How can we improve our outreach to influencers?


 * Measurement Indicators [Crawl=1, Walk=2, Run=3, Fly=4]**
 * Data-Informed:** 2
 * Tools:** 2
 * Sense-Making:** 2


 * Social Media Presence **

Blog: http://younginvincibles.org/blog/ Facebook: https://www.facebook.com/together.invincible Fans: 12380 YouTube: https://www.youtube.com/user/YIWantChangeVideo Subscribers: 39 Views: 14375 Twitter: http://www.twitter.com/YI_Care Followers: 2903 Hashtags: #Budget4theFuture, #YoungAmerChat, #CanYouHearMeNow … #GenY, #Millenials, #HigherEd, #StudentDebt


 * Journal + Notes**

Journal Entry #1 After reading the first few chapters of the Measuring the Networking Non Profit there are a few things I immediately want to implement. 1) **Not being afraid to fail.** Keeping programs safe and being afraid of trying something that won't work. Since my role is new in the organization, it can be a little daunting to do anything that won't work. However, if the whole org were to try a pink boa like idea, we all could come up with some innovative ways to reach our objectives.

2) **Understanding the why in data.** This year I started tracking our progress every month. Already this has been eye-opening. For example, I noticed that referral website traffic stays on our website longer that people who just visit our site. Although I'm getting great information, I would like to do a little more digging into the WHY. We do a great job of providing insight when we do analytics, but focusing on the why could help us reach our objectives.

3) **Becoming a Social Organization.** Currently, I'm the only person who focuses on social media. Slowly, people are starting to see that it's not just a trend but something that is valuable. However, to take us to the next step, I need to be more transparent. Publishing and sharing analytics/ insights internally would help people understand what's happening.

Journal Entry #2

After bouncing off ideas with colleagues, I finally decided our project should focus on engagement, specifically getting donations through social media. This is something we haven't really tried before. As an organization, we struggle with call to action.

Fundraising Campaign Outline


 * Make it tangible
 * Outline the work that the money allows us to accomplish
 * Outline any changes in legislature to which YI has contributed
 * Explain how YI’s contribution was essential for said changes
 * Explain how this work is leading to increases in quality of life and disposable income for young adults
 * Projections of negative effects can be used in conjunction with positive effects
 * Use this to create urgency
 * Make the connection be as direct as possible
 * Use examples from the last year instead of over the last couple years


 * Create ownership
 * Donations should make people feel like they are contributing to become part of the cause
 * Incentivize donations by making donors members, partners, etc.
 * Use words like “your” or “our” when messaging


 * Expand fundraising
 * Expand focus to also include student led organizations since they receive a budget from their institution
 * Make it affordable with possibility of higher levels of contribution once the partnership has begun


 * Differentiate from other non-profits
 * Emphasize the lack of organizations working on these issues and how YI is unique in the non-profit world

Next steps this week,
 * Youtube videos
 * This helps make the campaign real in people’s minds
 * Personal stories
 * Actions, rallies, roundtables

1) timeframe 2) What is success 3) How will we know we're successful 4) Design Message Testing

Journal Entry #3 Project Design

To receive an average of 25 individual donations each month through increased engagement on Young Invincibles’ social media networks Facebook and Twitter for a total of 150 individual donations within 6 months (833% increase). A recent report showed 55% of millennials rely on social media to get information about non-profits( [|source] .) This is the social media engagement arm of Young Invincibles’ overall donations strategy. This project will do the following: Many Millennial survey respondents (44%) said when researching organizations, 44% of survey respondents want to know how donations are being used ( [|source] ). We want to be a leader in the conversation about issues impacting young adults, so we can become both a trusted and necessary resource, worth investing in. This is a snapshot for the future of Young Invincibles’ donation journey. 1 **College Students-** while having little disposable income, are likely to donate if engaged properly ( [|source] ) 2 **Recent Graduates-** they fit in the millennial report demographic and may be feeling the impact of the issues Young Invincibles work on. First, we will utilize message driven content to increase overall engagement levels across YI’s social networks. We will capitalize on issue driven moments (Congressional votes, current events, and YI events) to ask for donations. Our online donation asks will revolve around the following messages. During College Affordability Week, we saw success with creating a clear call to action advertisementsm enabling people to “join us”. For this “battle,” 2,046 Facebook fans joined us. Donations with this messaging will allow people to directly see a problem and take a step to help us solve it. We need to differentiate ourselves from other organizations highlighting why Young Invincibles is special. This includes focusing who are the staff and the unique issues we focus on that other organizations overlook. //__Sample Message__//: “Could you make your rent this month if your student loan interest rate doubled? Neither could we. Donate to help keep education affordable.” All content must fit into the aforementioned messages. We will measure which messages best resonates with which audience through message testing. We’ll also include specialized links to keep accurate track of what is successful. We will have a spreadsheet detailing everything from which social network was used medium type (picture, meme, ad, video), target audience and the results, allowing us to adjust our tactics throughout the campaign. The key performance indicators for this campaign will be different forms of engagement. 1) Create a content calendar 2) Create content 3) Start testing messages Campaign has been approved to launch April 1st.
 * __Objective__**
 * __About This Campaign__**
 * ● Allow our future donors a sense of ownership for our causes
 * ● Show donors how YI was an integral part to positive the changes that benefit young people
 * ● A sense of helping solve the problems impact our generation
 * __Audience__**
 * __Strategy__**
 * //Message 1//**//:// Fight For an Issue/ Join A Movement (i.e. fight to keep tuition low).
 * //Message 2//**//:// Young Invincibles is working for our generation. We’re just like you.
 * __Method__**
 * __Success: How Will We Know We’re Successful?__**
 * ● Donations
 * ● Comments
 * ● Replies
 * ● Shares
 * ● Likes
 * Retweets
 * __Possible Tactics__**
 * ● Memes
 * ● Promoted Posts and Advertising
 * ● $ 4 (4 Year YI Anniversary) Highlight all the silly things you can buy for $4 and compare to our accomplishments. Then encourage them to share with four friends.
 * ● Gifs
 * ● Engaging through posts and questions
 * __Next Steps__**