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Creating Brand Ambassadors: Strategic Online Engagement in a Nonprofit Association
Abstract
Membership associations can face specific challenges when it comes to marketing and brand recognition. This case describes how the National Panhellenic Conference (NPC), a membership association for 26 national and international women's fraternal organizations, or “sororities,” addresses these challenges. NPC's mission is to be the premiere advocacy and support organization for the advancement of the sorority experience. However, NPC has traditionally struggled with brand recognition and identity, hampering their mission fulfillment. This chapter illustrates the social media techniques used to engage and inform NPC's key constituents through a virtual event, using a two-pronged approach. The first prong involves deepening engagement to move stakeholders to higher levels of interaction with the association. NPC must effectively communicate with its vast network of members and stakeholders to help generate greater awareness of NPC and promote sorority life in general. The second prong involves using its existing network to amplify NPC's key messages and spread it to those beyond its current network. Outputs and outcomes for the virtual event were used to determine that a defined strategy, as provided in the organization's strategic plan and logic model, impacted overall outcomes.
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