Working to Grow a Nonprofit with Digital Marketing
At The First Tee, kids and teens learn to play golf, AND learn both life lessons and leadership skills from a curriculum developed by experts in youth development, golf, and coaching. Through this curriculum, coaches seamlessly integrate golf and character building activities into each lesson. There are currently more than 150 First Tee chapters around the country.
The First Tee of Greater Seattle serves more than 1,800 young people annually at 9 different facilities in King County. They also partner with more than 200 local elementary and middle schools to bring the game, as well as the core values and healthy habits it teaches, to more than 100,000 students.
In Early 2018 the organization came to 1205 for help developing a more consistent content strategy, and managing their social media channels, which they use to both engage with current participants and donors, and to attract new ones.
The 1205 social media team is responsive, engaging, and easy to collaborate with. They've worked hard to understand The First Tee's mission and translate that through our social channels.
– Dan Wartelle / Executive Director – The First Tee of Greater Seattle
Content Strategy & Publishing
1205’s first step was to begin managing TFT Seatte’s social media presence, including regular posting and engagement with participants, parents, volunteers, donors, and others through Facebook, Instagram, and Twitter.
Our team worked to craft intimate stories about the organization, its mission and the positive impact it’s had on participants and volunteers alike. Using interactive stories, multimedia assets and short form copy, our team helped The First Tee develop a social media voice which resonated with its fans.
Building the Workflow
The next step was to develop, in conjunction with TFT Seattle staff, a workflow that would turn their existing program calendar — a series of seasonal instruction periods and other events — into an effective content engine. This involved:
- Creating a process that staff and volunteers to contribute to digital marketing efforts.
- Training staff to identify opportunities to create content that fits The First Tee brand.
- Establishing a platform on which 1205, staff and volunteers could effectively collaborate on social content.
Finally we were able to build an editorial calendar featuring content from multiple verticals, each with their own KPI (recruiting participants/volunteers, building brand awareness, etc.), and published across the organization’s various social media channels, all with the goal of creating unique and engaging stories that also furthered the objectives of TFT Seattle.
Despite a modest posting schedule and little to no social advertising to amplify organic content, social engagement across all channels increased by 34% over the course of 2018. The First Tee of Greater Seattle was also recognized on several occasions by the national organization for their quality of their social content.