Using Social Marketing to Attract, Retain & Convert Supporters with the NAACP & Red Cross

Missions to Movements

Feb 15 2023 • 33 mins

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 campaigns. The result? They reached 36,000 new people and brought in $13,000 in donations, 300% more than their original goal! Don’t rely on magic to hit your goals next year. Use Feathr to elevate your digital marketing campaigns and grow impact in 2023. Click here to learn more.

Meet Hustle’s Conversational Video Platform. Their person-to-person video and text message marketing suite empowers your organization with the tools you need to humanize communication, maximize engagement efforts, and build meaningful relationships with your audiences.
Click here to try Hustle today & use code POSITIVEEQUATION to receive free MMS and video messages for your organizati

Let's Connect!

  • Send a DM on Instagram or LinkedIn and let us know what you think of the show!
  • Head to YouTube for helpful digital marketing how-to videos and podcast teasers
  • Want to book Dana as a speaker for your event? Click here!