Who says TikTok and Instagram are just for dancing videos? And more importantly, how do you create an impactful social media strategy to retain your supporters?

Hailey Correll, Senior Director of Social Engagement, has helped the American Red Cross go completely viral on TikTok, amassing over 800,000 followers and 14 million likes!

And in just 3 years, Trovon Williams, Senior Vice President of Marketing and Communications for the NAACP grew their Instagram following from 12,000 to 1.8 million by honing their authentic voice.

Both Hailey and Trevon are breaking EVERYTHING down in this episode - from their strategies, to how they create content and hire their teams. This episode was previously recorded when I was moderating a panel at Classy Collaborative. I can’t wait for you to tune in!

In This Episode:

• How the Red Cross came up with a unique content strategy for TikTok to attract a Gen-Z audience
• Trovon’s secret sauce for scaling the NAACP Instagram to 1.8 million followers in 3 years
• The breakdown of Hailey and Trovon’s social media teams 
• Why storytelling is a fundamental attribute of success in a social media role
• Social media is no longer a “nice to have” - it’s a necessity, and it’s a reputational issue
• How the NAACP and the Red Cross are creating digital advocacy and retaining donors

Resources & Links

Follow @americanredcross on TikTok and @americanredcross and @naacp on Instagram.

Check out the tools Trovon and Hailey recommend for social media and digital strategy: Sprout Social, Rival IQ, Brandwatch, CrowdTangle, and Google Analytics.

Want to make Missions to Movements even better? Take a screenshot of this episode and share it on Instagram. Be sure to tag @positivequation so I can connect with you.

Episode Partners:

We’re so grateful to our partners for this episode: Feathr and Hustle!

Feathr is trusted by nonprofits of all shapes and wing-spans — including Hiway 80, who used Feathr to launch new retargeting ads and email cam

This show is presented by LinkedIn for Nonprofits. We’re so grateful for their partnership. Explore their incredible suite of resources and discounts for nonprofit teams here, including up to 50% off LinkedIn hiring tools.

Are you still dreaming about building your monthly giving program or refreshing your current one? Applications are now open for my “done with you” Monthly Giving Mastermind. Limited spots are left and we start in July. Click here to apply.

My book, The Monthly Giving Mastermind, is here! Grab a copy here and learn my framework to build, grow, and sustain subscriptions for good.

Let's Connect!

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