New Media Proposal

Client:Dress For Success Nashville (non-profit)

December 10, 2013
By: Whitney Critten
Email : wdc2y@mtmail.mtsu.edu
Phone: (615).428.3437

Fall

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Table of Contents
UPFRONT ANALYSIS
BEST PRACTICES
RECOMMENDATIONS

3-4
4-11
12-14

CONCLUSION

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WORKS CITED

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UPFRONT ANALYSIS
Considering the fact that 87% of all US adults are online, it is essential for
nonprofit organizations to use new media ( Internet User Demographics ). New media
allows nonprofit organizations the opportunity to present their causes to a more diverse
demographic. The client is Dress for Success Nashville (DFSN). Dress for Success was
founded in 1996 by Nancy Lublin. The mission of Dress for Success is to promote the
economic independence of disadvantaged women by providing professional attire, a
network of support, and the career development tools to help women thrive in work and
in life (Dress For Success).
The YWCA of Nashville and Middle Tennessee founded the local Nashville
affiliate in March 2013. Renee Montmeny, Head of Marketing, was the representative for
DFSN at the time. Ms. Montmeny explained that DFSN had no direction in terms of their
new media strategy. Currently, the organization is only using Facebook. She created the
Facebook page with a detailed about me section, which is essential for an organization
without a website. The Facebook page is updated consistently regarding events,
information on donations, volunteering, and staff happenings. Ms. Montmeny does a
great job in ensuring that every event has visuals that are posted to the Facebook page.
This gives potential volunteers or donors a chance to visualize what goes into a
fundraising event.
Overall, for an organization that is in the beginning stages of online development,
DFSN is on the right path, however, there is room for improvement to reach a broader
demographic. Ms. Montmeny stated that the organization wanted to focus on their
Facebook account, but they are missing out on various avenues to reach people. The
Facebook page is a good start, but this organization needs to explore different social
networking sites, blogs and utilize a content management system in order to reach more
volunteers and potential donors. Although Ms. Montmeny has been very receptive to
suggestions, it appears that the organization is being cautious when it comes to their
online identity. The Marketing department wants to ensure that the content for the web is
an accurate representation of the organization. The purpose of this new media Proposal is
to provide DFSN with a cost-effective new media strategy that if implemented correctly,
will increase awareness and help acquire donations. This proposal examines the new
media strategies of multiple nonprofit organizations to create a cohesive strategy for
DFSN

BEST PRACTICES
The best practices report includes three nonprofit organizations that vary from local to
global.

BOSTON GLOW
http://www.bostonglow.org

Homepage for BOSTON GLOW

Located in Boston, Massachusetts, the first nonprofit organization is BOSTON GLOW.

This organization is geared towards helping young girls and women in the Boston area. The
about me section is one of the first things that visitors to the website will notice, therefore it is
imperative for it to be concise yet informative. Significant to the website is the Upcoming
Events link. In terms of visibility, it is bold and draws attention to the option to donate as well.
This is key because it allows visitors to easily click to view an abbreviated description of the
event and have the option to like, tweet, or RSVP to it. Additionally, it is equally important to tie
the Events and Donate button within close proximity of one another, especially for a nonprofit
organization. It offers visitors easier visibility towards an opportunity to contribute.
The overall website design invokes the feeling of empowerment of young girls and
women from the bold color scheme and typography. The website has user-friendly navigation:
there are tabs for the Home section, Girls Leadership, Organized Women, News, Galleries,
Donate, Calendar, and BOSTON GLOW blog. For nonprofit organizations, a blog allows visitors
an opportunity to be informed on happenings within the organization. However, it is troubling to
see that the Boston Glow blog is not updated consistently. The last post was October 2013, and
for a blog to be truly effective, it needs to be current.

Social Media
Below are screen shots and links from Facebook, Twitter and YouTube :
https://twitter.com/Boston_GLOW

https://www.facebook.com/bostonglow#ow

https://www.youtube.com/user/glowboston
The Facebook account for BOSTON GLOW successfully exemplifies how a local
nonprofit should develop content for a Facebook page. The Facebook account has 600
likes. It appears that the Facebook account is updated at least three times per week; the
posts are brief and straightforward, which is essential for social media as long blocks of
text are often ignored. The majority of the posts on the page are accompanied with an
image intended to catch the viewers eye. A striking feature of the page is the amount of
money that was raised in 2012 ($55,000), and there were 175 active volunteers who

worked over 9000 hours. Potential donors and volunteers will benefit from the detailed
financial information that the Facebook page provides. BOSTON GLOWs Twitter
account has 754 followers and approximately 1,500 tweets. The organization tweets
consistently and employs hashtags to expand visibility. Amongst the Facebook and
Twitter account, there lies a difference in content. The Twitter account focuses more on
helping to inspire women with quotes and information on jobs in the Boston area,
whereas the Facebook account provides general information about the organization and
its workings. The content across social media networks should slightly differ but still be
cohesive in order to tell a unified story across digital platforms.
The YouTube account has potential, but it needs attention. The account has eight
videos and 559 views, yet only has one subscriber. The new media strategy for BOSTON
GLOW is appropriate for a local nonprofit organization. BOSTON GLOW can further
develop their online identity by incorporating the use of YouTube and other digital
platforms such as Instagram, Flickr and Vimeo that will allow them to integrate the use of
visual storytelling.

Women Employed
http://womenemployed.org

Home page of Women Employed

Located in Chicago, IL, the second nonprofit organization is Women Employed.
Women Employed is a national nonprofit organization. Women Employeds main
mission is, mobilizing people and organizations to expand educational and employment
opportunities for Americas working women( Women Employed). The website design is
very minimal, which allows the strong content to speak for itself. There is a montage of
different images that span the organizations 40 years of existence that assist in guiding

the viewer through the companys history. The website is designed with the user in mind,
as the user navigation of this site is almost effortless. The About Me section is filled
with prevalent information and compelling visuals. From the About Me section,
potential and current donors/volunteers can access information on who the organization
is, annual reports, accomplishments, and leadership (staff and board of directors).
Located at the top of the page and the bottom as well, the donate button has good user
visibility . The Giving tab provides potential donors information on the different ways
to give and where their donation will be used, which is key towards acquiring more
donations. The resources tab explains the rights of women in the workplace.

Social Media

Screen shot of the social media icons & donate icon at the top & bottom of the page
The new media strategy for the organization employs Facebook, Twitter,
Pinterest, and YouTube. The Facebook account has over 10,000 likes and is regularly
updated with information that is of relevance for the intended audience. The content
covers a broad range of issues such as raising the minimum wage, the Affordable Care
Act, and student aid reform. The Facebook account uses videos and photos to its benefit
by integrating the use of visual elements. By using visual storytelling, the organization
presents a more intimate story to donors/volunteers, women, and the media.
The Twitter account has 5,000 followers with approximately 4,400 tweets. The
Twitter account is using the hashtag #40yearsin40weeks (a method of reaching viewer
searches by communicating in real-time) to educate and inform about issues facing
women in the workplace. Users tweet with the hashtag (#) and share their personal
stories. By using the hashtag ( #),Women Employed is allowing their online community
to help shape the digital narrative. While the Twitter account and Facebook page are
similarly aligned, Women Employed might benefit from tweaking the information on
different digital platforms to properly communicate to different audiences. Women

Employeds Pinterest account has 191 followers with 14 boards, 299 pins and 54 likes. It
is rather impressive to see a nonprofit organization use Pinterest in such a creative and
engaging way. The organization is using powerful and thought provoking visuals to
inspire women in the fight for equality in the workplace.
https://www.pinterest.com/womenemployed/

Screen shot of Women Employeds Pinterest account

Below are screen shots and links of Women Employeds Facebook, Twitter and
YouTube accounts :
https://www.facebook.com/WomenEmployed

https://twitter.com/WomenEmployed

https://www.youtube.com/user/womenemployed
The YouTube account for Women Employed has approximately 9,000 video
views but only 32 subscribers and the poor video quality distracts from the message. An
organization of such magnitude should have the resources to create high quality videos
that aim to inspire and educate both the targeted demographic and others. The new media
strategy for Women Employed is working, but there is room for improvement when it
comes to showcasing compelling visual stories across digital platforms .

Catalyst, Inc.
http://www.catalyst.org
Located in New York, NY, the final nonprofit organization is Catalyst
Incorporated. Catalyst is a global nonprofit organization. Catalyst has a clear mission and
vision statement, which is to Change workplaces, Change lives and to, Expand
opportunities for women and business. ( Catalyst). The website provides detailed
information about the organization and its functions, which is important for visitors that
may have questions. Because Catalyst is a global nonprofit organization, it is vital that
they have a section with information on the regions they serve. Catalyst is inviting their
users to join the community to make a change( Catalyst), and when you become a
community member you can comment on blogs, research past events, and RSVP to future
events. Catalyst has an informative blog called Catalyzing, which is updated
consistently. Overall, the website design is very clean, but a minimalist approach would
assist in user navigation.

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Home page of Catalyst

Social Media
The Facebook account for Catalyst has 3,666 likes and is updated at least three to
five times a week. The page is catered to the intended audience. The bulk of the content
pertains to equality for women in business. There is an active dialogue between members
of the community and page administrators. The reciprocal communication shows that the
organization is listening to their online community. Twitter is their primary account to
reach people on social media. The Twitter account has over 18,000 followers with over
14,500 tweets. This Twitter account is updated daily with the hashtag #IAmACatalyst.
The content thats available on Twitter is more detailed than on their Facebook page. The
YouTube page has over 75,000 video views but only has 106 subscribers. Because
Digital Storytelling is the future, the failure to utilize YouTube may negatively impact the
reach of the organization. Catalyst has an effective global new media strategy, but similar
to Women Employed and Boston Glow, their YouTube account needs to be updated to
reach its desired effect.
Below are screen shots and links from Catalysts Twitter, Facebook and YouTube
pages:
https://www.facebook.com/catalystinc

https://twitter.com/CatalystInc

http://www.youtube.com/user/CatalystClips

RECOMMENDATIONS
WordPress

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In order to fulfill your mission statement of helping women, it is essential that

DFSN have a home base that provides accurate and up to date information on how
to become involved with the organization.
WordPress is a free content management system.
o Tutorial : http://bit.ly/1xy9a5t
Suggestions for tabs on the WordPress site : about me, mission, staff,
events, ways to get involved, jobs.
DFSN can publish content that is of relevance and share the posts via social media
links that will bring traffic back to the WordPress site.
The staff, volunteers/donors, and women that are receiving help can contribute to
creating the content.

Twitter

Twitter is a micro-blogging network that enables users to communicate with one

another in real-time. The maximum amount of characters per tweet is 140.
Twitter can be used to create awareness and to educate, however, acquiring and
keeping followers is key. A simple, Follow us on Twitter link on your Facebook
can help to grow a network of followers.
Twitter, like Facebook, requires consistency in posting. It is important to note
that the content among social networks should be similar but not identicaltailor
the message for the social network.
Twitter is known for real-time communication through the use of hashtags.
Popular hashtags become trending topics. DFSN can use hashtags to inform and
educate about issues affecting their demographic. Be creative and keep it simple.
Because Twitter is more interactive, it is imperative to make an effort to respond
to comments, concerns or questions about DFSN in a timely manner. Creating an
active dialogue with your followers shows that you care about what they have to
say.
DFSN should participate in a weekly Twitter conversation by using #DFSN.
Users can tweet questions, suggestions or concerns. In terms of content, DFSN
can tweet out tips on how to find professional job attire on a budget, common
interview questions, and how to balance work and home life.

YouTube

YouTube is a video-sharing service. It is recommended to join

http://www.youtube.com/nonprofits
Features include donate now button, call to action overlays, community forum,
live streaming and video annotations.
There is no need to buy an expensive camera, a cell phone camera will do. The
key is stabilization, so it is vital to invest in a tripod, which varies in price. The
videos can be edited via iMovie or Windows moviemaker for free.

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DFSN can develop brief videos on the importance of having proper attire for job
interviews and tips for a job interview.
Showcasing to donors/volunteers, women, and media what DFSN does can be
accomplished through weekly vlogs. The vlogs can either be short or long; it just
depends on what is trying to be conveyed through the use of visual storytelling.
It is also recommended that DFSN develop a success story series. The series
should focus on women that have been helped by the organization and are now
doing well.
Make sure that the videos are organized into different playlists for easier user
navigation.

Instagram

Instagram is a free photo sharing service that DFSN should use to showcase items
that have been donated.
Instagram is a way to reach the fashion conscious demographic. Renowned
fashion bloggers might want to contribute styling tips for both makeup and
clothing.
DFSN can have the women model the final outfits and thank donors for their
contribution.
Instagram can also showcase the daily workings of DFSN by incorporating
funny or hard at work photos.

Pinterest

Pinterest is content sharing service in which members can pin videos, images,
and other visual aspects to their pin board and share with their community.
Based on Pinterests target audience and DIY posts, women tend to use the
network at significantly higher rates than men, so it would be a great way to target
female donations and volunteers.
DFSN can pin images of women dressed appropriately for job interviews and
share via social media.
You should encourage your online community to submit their own custom pin
board on appropriate job attire. DFSN can run a contest to chose the best pin
board of the week.

LinkedIn

LinkedIn is a social networking site primarily for working professionals.

DFSN should connect with women in business that are in the greater Nashville
area.

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Through LinkedIn, DFSN can arrange a mentorship program with successful

woman in business. The selected mentors can either chose to meet the women in
person or through digital platforms such as Skype, YouTube, and Facebook.

DFSN should also help the women create an effective LinkedIn page that will
help them find employment.

Conclusion
In order for Dress for Success Nashville to create a sustainable online identity, a
new media strategy is key. This new media proposal includes an upfront analysis,
detailed best practices report, and final recommendations. The expectation is that the
recommendations are implemented and help to increase donations/volunteers while
positively impacting as many women as possible. It is up to DFSN to apply the
recommendations and begin to shape their online identity through the use of digital
media.

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WORKS CITED
"BOSTON GLOW." BOSTON GLOW. Web. 08 Nov. 2013.
Campbell, Julia. "How Nonprofits Can Use LinkedIn, YouTube, Flickr and Pinterest." How
Nonprofits Can Use LinkedIn, YouTube, Flickr and Pinterest. 14 Mar. 2012. Web. 07
Nov. 2013.
Catalyst. Catalyst. Web. 09 Nov. 2013.
Conley, Chip. "Social Media for Nonprofits." Presentations Channel. Web. 18 Nov. 2013.
"Dress for Success Nashville." Web. 12 Nov. 2013.
"How Non-profits Are Using Instagrams to Build Awareness | Sumac Non-profit Software."
Sumac Nonprofit Software. May 2012. Web. 14 Nov. 2013.
"Internet User Demographics." Pew Research Centers Internet American Life Project RSS. N.p.,
14 Nov. 2013. Web. 16 Nov. 2013.
Luege, Timo. "Flickr for Non-profits 8 Lessons Learned." Social Media for Good. N.p., 11 Jan.
2010. Web. 12 Nov. 2013.
W, Michelle. "WordPress.com." News. N.p., 14 May 2013. Web. 14 Nov. 2013.
"Women Employed." Women Employed. Web. 08 Nov. 2013.