1. If you joined the training via telephone, please select Telephone and enter your audio pin if you haven’t already. If you joined with a microphone and headset or speakers (VoIP), please select Mic & Speakers. We will start promptly at the hour. Welcome to the “Developing a Community Outreach and E-Marketing Strategy” webinar

2. Maximize/minimize control panel with the orange arrow. VOIP users select Mic & Speakers. Telephone users select Telephone, and then enter the audio pin. Ask a question or tell us something in the Questions box. A few logistics before we start…

3. Today’s training is being recorded. Attendees will receive an email with a link to this information once it has been posted.

4. Developing a Community Outreach and E-Marketing Strategy October 14, 2014

5. Presenters Mike Monahan Georgia Legal Services Program Danielle Rebar Northwest Justice Project

6. Hosts Jake Hertz Pro Bono Net Jillian Theil Pro Bono Net Xander Karsten Pro Bono Net

7. … a few key resources 2014 LawHelp.org and probono.net Training Series http://www.probono.net/learningcenter/ http://www.probono.net/learningcenter/ SWEB Marketing Folder- http://www.probono.net/statewebsites/library/folder.485352- Market_Your_Site http://www.probono.net/statewebsites/library/folder.485352- Market_Your_Site HelpDesks- support@probono.net & support@lawhelp.orgsupport@probono.netsupport@lawhelp.org Probono.net Admin Manual http://www.probono.net/statewebsites/admin-manual/ http://www.probono.net/statewebsites/admin-manual/ LawHelp Support Portal- http://www.probono.net/statewebsites/lawhelp3 http://www.probono.net/statewebsites/lawhelp3

8. Today we will cover … Identifying community outreach options Creating or enhancing a coordinated outreach plan Increasing volunteer participation Reaching low-income communities

9. What will you learn today? Marketing your site to different audiences Connecting with potential volunteers Using technology to engage your community How might you use information from today’s training to make improvements to your site?

10. General Considerations Do you have an overarching strategy? How can probono.net/LawHelp marketing fit into that strategy? Are there gaps can be filled?

11. General Considerations: Your Content Engaging Content: – Photos and Videos are key - 1000 words! – Inspirational quotes – Most important: humor Catch people’s eye – Social media moves pretty fast, if you don’t stop and look around, you may miss it

12. General Considerations: The Mission Explain the importance of your issue Inform your reader about their role Brag about your great accomplishments Advertise upcoming events & opportunities

13. General Considerations Strategies Posting: – Post press releases, news stories, blog posts – Event invitations – Post event recaps – Post information and articles on your site Always: – Keep your audience in mind – Show Appreciation! – Expand your audience

14. Identify platforms to deliver your message Use what you already have

15. Define (and know!) Your Audience… Clients Volunteers Attorneys Advocates Public Stakeholders Funders

16. Know Your Audience: Volunteers Engage: – Prospective volunteers – The public – Current volunteers! Focus: encouraging action – Learn more about the issue – Research how they can get involved

17. Know Your Audience: Recruit Volunteers Compelling content – Stats stats stats! – Volunteer Testimonials Why? – Easy to understand – Clear logistics and plan LinkedIn

18. Know Your Audience: Clients Most relevant to LawHelp Administrators What client groups are you targeting? Keep in mind – Short messages – Plain language – Easy to digest Share this feature on LH3 SMS Campaign Outreach Materials

19. Know Your Audience: The public Most relevant to LawHelp Administrators Targeted campaigns to raise awareness Select your words carefully Research! – Voices for Civil Justice The Share This Feature can help link your LH3 site to your Social Media presence. Find Client-Site Marketing and Outreach samples on SWEB

20. Know Your Audience: Advocates and Attorneys What advocates are you targeting? Newsletters highlighting new content for their clients RSS Feeds & External Widgets can push out new information Sample E-Newsletters and other materials on SWEB

21. Know Your Audience: Stakeholders and Funders Research language from other successful campaigns Create impact infographics Leverage site analytics

22. Research: What are other partners doing? Check out press releases from other sites Subscribe to other sites Twitter feeds Like other sites Facebook pages Check out other sites newsletters Subscribe to other sites blogs Marketing Folder on SWEB ASK!!!!

23. Research: Newsletter Options VerticalResponse – Nonprofits get up to 10,000 free monthly emails MailChimp – Free up to 12,000 emails per month to 2000 contacts Constant Contact – Nonprofit discounts of 10%-30%

24. Research: Useful probono.net tools Listservs Mailings Targeting/Filtering Front page/widgets

25. Research: Useful LawHelp tools Share This Feature RSS Feeds External Widgets SMS Campaign Toolkit

26. Reminders…. No matter who you are writing for, be consistent Do Your Research Simplify Go Graphic Keep it short Don’t be afraid to ask!!!

27. Danielle Rebar Northwest Justice Project

28. Monthly E-Newsletter – 2900 recipients

29. SWAG - Library pads and Bookmarks

30. 2 Sided Postcards English & Spanish

31. Mike Monahan State Bar of Georgia Pro Bono Project / Georgia Legal Services Program probono@gabar.org

32. About Us

34. Pro Bono One-Stop Shopping

35. Volunteer Lawyer Stories - Never Underestimate the Need to Self- Google

36. Engage Partners We use the State Bar of Georgia website to push lawyers to GeorgiaAdvocates.org

37. Engage Partners State Bar of GA Mandatory Mentoring Program

38. Social Media

39. Most people want to do the right thing. You have to tell people what the “right thing” is. You have to provide the tools to get the job done. Direct Traffic to Your Site

40. You are what you tweet.

41. Introduce your “self” …. Practice in a mirror: “Hi, I am pro bono. I'm Good Enough, I'm Smart Enough, and Doggone It, People Like Me!” https://twitter.com/ProBono_GA Get Out There and Meet Some People

42. Mobile & SMS to Increase Your Reach and Audience

45. Key questions Easy to find? Easy to engage? Easy to use? Is your strategy designed to make you… Current? Simple? Concise? Is it…

46. Don’t forget to take our feedback survey! Questions?

47. Thank you for attending today! Next up: Understanding and Gathering Web Analytics November 20, 2014 More information at http://www.probono.net/learningcenter/