Mission without Borders
Social Media Plan
Prepared by: Elizabeth Reim & Dujon Smith

Table of Contents About Our Organization 2 Mission: 2 Called to Mission 3 Values: 3 Program Areas 3 Children Specific Programs 3 Family Specific Programs 5 Community Specific Programs 5 Use of Social Media 6 Personal Experience 6 Organizational Culture 6 Organizational Practice 7 Strengths 8 Opportunities 8 Central Challenge 8 Social Media/Web Presence SWOT Diagram 9 Brand Statement: 9 Audience 9 Tailored Message 9 Messenger 9 Channels to Engage 9 Organizational development Recommendations 10

About Our Organization
Mission:
We are a Christian organization serving children, families and elderly people suffering poverty and oppression. Through practical and spiritual support we give hope by meeting urgent needs and building self-sufficient communities.

"Reaching people for Christ: helping thousands of people out of poverty into a sustainable future"

Called to Mission
We do this work because we believe we have been called by God to help the poor and needy. Our work is currently focused on six Eastern European countries: Albania, Bosnia-Herzegovina, Bulgaria, Moldova, Romania and Ukraine. We work with thousands of children and families across the region working through local churches, volunteers and our own specialist staff.
Values:
* We are a Christian organization. We do this work because we believe that we have been called to it. * MWB employs only local staff, as they know local requirements and their own culture best. This enables us to identify and address the most important needs, while supporting the local economy. * We want to make a sustainable difference to the lives of those we help. We encourage self-help, provide training, help people to make changes because this is more sustainable and reduces dependency. * By involving those we serve, we recognize the dignity of the individual. * We base all our work on relationships: at the community, regional and national level. Our presence in Eastern Europe for over 50 years means we enjoy exceptional co-operation with authorities and local churches in the countries where we work. * We support all who are in need, regardless of their belief, or lack of belief. We offer everyone the opportunity to hear about the love of God in Jesus. * We partner with local churches, volunteers and supporters world-wide to assist thousands of abandoned children, single-parent families, elderly and young people, and families at risk. For this, we are dependent on our local network of thousands of volunteers spread across Eastern Europe. * We are motivated by the love of God.

Program Areas * Children * Families * Communites
Children Specific Programs
Children Sponsorship

We aim to improve a child's immediate quality of life and equip them for their future in the community. Your sponsorship contributes both to your sponsored child and the whole institution (Home) where they live. We also support vulnerable children in the community through partnering with local churches. Your support will meet a child's basic needs, such as food, hygiene items, clothing and medicines. We also provide life-skills teaching, counseling and Christian-based summer camps, puppet shows and birthday parties. As children grow, we offer vocational training to prepare them for an independent life.

Summer Camps
The Summer Camp project aims to offer children a chance to be away from their daily hardships and enjoy ten days far from the distress of poverty, family needs and problems. Camp is a time to run, play, laugh, build new friendships and learn something of what it means to be have some fun and be loved. It's a meaningful time to experience God's love.

Bible Correspondence Course
Through correspondence with MWB's staff and volunteers over 5,000 children hear the gospel and learn more about God every year. They have their questions answered, receive advice and support, and gain a sense of achievement as they complete their assignments.

5-days Clubs
The 5-days Clubs are run by MWB staff and volunteers for children living in state-run institutions, or for children from poorer homes. They provide a great opportunity to build relationships with children across the community. Club staff visit Homes regularly to give 'Christian Input' sessions, including Bible studies, games, songs and counseling.

Puppets
The puppeteers put on a variety of shows each year - for Easter, Christmas, Children's Day, at Summer Camp, in community centers and institutions. The aim is to present Bible stories in an engaging way to the children, and to encourage them to think about how the lessons apply to their own lives.

Vocational Training
Prospects for children in institutions or from poor families are not good. Even if they have completed education, work is scarce. As part of our work promoting self-sufficiency, MWB runs vocational training courses for young people - catering, tailoring, bee-keeping, mechanics and many more.

Family Specific Programs
Mother Care Packages
MWB's Mother Care packages are vital for mothers giving birth in the countries where we work. While hospital services are free, drugs and equipment are not. So when mothers leave the hospital with their new babies, they also leave with a huge bill. Mission Without Borders provides pre and post-natal care packages containing clamp, medicines, syringes, glucose, diapers, powder and milk.

Seeds of Hope
Seeds of Hope are one of MWB's initiatives promoting self-sufficiency. Each package costs just $25.00 to pack and distribute. These packages help a family to grow their way out of poverty by providing them with seeds to grow crops from which they can also harvest.

Winter Rescue
Operation Winter Rescue helps needy people who are not enrolled in any of our programs, but desperately need some help during the winter. Our coordinators often visit families only to find a cold living space and just a few slices of bread and jam. The response is to provide food, warm clothes, blankets, winter shoes, hats, scarves and mittens. The campaign starts each January. In each of our countries parcels are prepared for tens of thousands of families, seniors and children living under difficult conditions, often being unable to provide for their own basic needs. All seasons are the right seasons to offer gifts, but it is even better to offer gifts to those who are unable to pay you back during the winter.

Community Specific Programs

Street Mercy
Working with partner churches across Bulgaria and Romania, MWB Street Mercy teams are serving hot soup and bread to anyone in need.

Prison Care
MWB provides inmates with crucial hygiene packages. Tulza's prison has hardly changed since it was built in the late 19th century. Today, it houses 192 men, 30 women and 22 juveniles who have committed crimes ranging from fraud to murder. The inmates are all condemned by the outside world and few have visitors. Having been abandoned by family and friends, they leave the prison with little or no prospects. MWB uses these packages as a way to show love to these prisoners
Use of Social Media * Use of various media content (Photos & Videos) to keep constituents informed * Status Updates that never contradict their Christian integrity * Relevant information is posted * Their posts make you feel as if you are a part of the MWB family
Personal Experience
Tell me a little about your own use of social media and your comfort with it. * How would you characterize your personal attitude about social media in your private life? For Eric, until Missions Without Borders, media was a complication. He had been fundraising for 40 years, never needed it before, but learned quickly that it will be more important. AN example was, 14years ago 0 % income from web income, now 14% form web. They also get 10 thousand $ gifts from the web. 5 years ago wouldn’t believe it. * How do you use social media to connect with family and friends? To support your professional life? How much time do you dedicate to building and managing relationships online? What has been your experience, including your successes and challenges? Personally, son in law planting a church and only uses with text and has no minutes. So he had to learn to test. He is learning. He tries to use company FB account and wife handles all that is social. FB maybe once a week. In MWOB Business stick something out there like an article or link. Check once a day. “Likes” growing within last month. They are starting everything. Just watching it and using it as an Email tool. Eric spends time on LinkedIn. FB only one ties into and website. Link directly to US one hard to tell different countries within the organization. The Website can be confusing. * To what end do you use social media tools - what purpose do the tools serve for you personally? Answered above * What are your next steps in increasing your comfort, knowledge and effectiveness in using social media in the private space? Made a commitment to check FB once a week. BIG STEP. The rest of important information gets from wife. Want to set up more groups within FB. Challenging with a constantly changing FB.

Organizational Culture
Tell me about you organization’s relationship with social media. * How comfortable are people within the organization with using social media? What is your technical capacity for developing your reach with social media? Low comfort. Using other tools is limited. Looks to have more Posts and videos. But having the time is challenging. To them is it a low priority that costs money. Looking to do Questionnaires and qant interaction with people who go on to social media. They also doesn’t like people selling services “everyone who fogs a mirror thinks there the best at it.”- Eric. (in reference too selling social media services) How do you decide next step? He asks; all solutions seem the same. * What do you want to accomplish with your social media tools? Get name out there and general promotion. Eastern Europe big in 90s but all cameras left to go to Africa. Issues still out there! How so we tell them about it… In cost effected way. Have limited budget. Looking for a cost effective way to get a lot of people. * Have you developed a policy for guiding the use of social media by staff and volunteers that balances safety and control concerns with openness? Are there risks or confidentiality concerns? Not existent, it is really small. Job is to get good people you trust, they take care of details. Had a student take it in the past… took more time to share the information and do it (Now one lady, Cherie). Don’t think they need policy, organization as a whole, cannot put names on picture.1 policy manual for whole organization. The Staff is only 4 people but international has all 7 in the office. Interesting office atmosphere. GOAL: 2013 volunteers! * Who are your target audiences for social media and why they are important? Have you developed strategies for reaching out to younger people? Younger crowd is target and haven’t really developed anything. They want solidifying unique selling opportunities like developing child sponsorships. Students target is a sponsor child. However, not sure if they will do it. They mainly want to get name out there and get the cause known! * How are you focusing social media on building relationships for the long term (not just asking for money)? Opened a volunteer website. (28 different ways people can volunteers.) They think this could go to FB. Just a matter when it will happen. Get people to talk! Use people in the field. (Language, funding is going to them, giving them jobs) help here. Comes down to fundraising. Volunteer to help fundraise. Don’t want to stress field companies to entertain. Need most is fundraising! One went to summer camp. Not a program. COST EFFECTIVENESS!

Organizational Practice
Share a little about what goes on within your organization. * How much staff time is devoted to managing social media? WILL HAVE A VOLUNTEER, budget has 3 people to do it. No limit to how many people. * How are you using social media to listen to what’s being said about you? Minimally, haven’t had interactions. Everything has been good. Website putting word out there and donations. There’s comments section and sponsorship are there and one time gift. Heavy upon website to drive most of everything. Rest is supplementing that. Point people back to website is there idea. * How are you using social media to engage with stakeholders with important partners or allies? No, we listen if people want to talk. No major media to talk back and forth and engage. College students sponsor, went to field, could change everything. Starting at zero is the problem. * How are you asking relevant questions of your stakeholders through social media and listening for their responses? Survey maybe, we have comment boxes. Child sponsor coordinator always is in contact. * How are you sharing useful information, providing content that people need/seek? Financials, planning documents, research? All on website or tied to it but there is so much more they haven’t done. But, everything is on line. They are very transparent * What are you doing to broaden your presence online? Answered Above.

Strengths 1. Passionate about cause 2. Hire local staff 3. Use of various forms of media on their Facebook page

Opportunities 1. Increased donor and constituent interaction 2. Heighted Brand Awareness
Central Challenge 1. The central challenge for MWB is that there is a lack of training, understanding, and staff for social media; this challenge may be explained by the generation gap. a. The personal use of the staff is limited and or none. One member just uses it to keep tabs on family, and the other staff member leaves the social media work to their spouse b. Since staff members do not actively use it in their personal lives it affects the culture of the organization, it isn’t made a priority. c. Across the organization, social media still seems as to be a foreign language that these staff members need to become proficient in.
Social Media/Web Presence SWOT Diagram Strengths * Use of various media content (Photos & Videos) to keep constituents informed * Status Updates that never contradict their Christian integrity * Relevant information is posted * Their posts make you feel as if you are a part of the MWB family | Weaknesses * Compared to their UK Partner, the US office should post more frequently * Lack of interaction and engagement of people who like the page * Lack of discussion topics * Lack of training and understanding of social media | Opportunities * Increased Brand Awareness * Increased Interaction with Donors * Global marketing plan through social media with other worldwide locations * Increase the # of people talking and sharing the page | Threats * Data leverage * Privacy violation * Damage to the integrity of the brand * Legal issues |

Brand Statement:
Because we value love, justice, and service we strive to consistently make a sustainable difference to the lives of those we help and to support all who are in need, regardless of their belief, or lack of belief. What makes our approach unique is that we encourage self-help, provide training, help people to make changes because this is more sustainable and reduces dependency.
G: We want to increase engagement and traffic on our social media sites.
A: We aim to reach the younger generation to increase our volunteer base and touch the hearts of those who have a passion for children the Eastern European region.
M: Inform the public that there is poverty and oppression still taking place in Eastern Europe
E: Post more content that is engaging and that can foster a discussion in a weekly manner.
S.M.A.R.T Goals: For the number of volunteers that flip through the FB page to increase 25% in the next year. As well as, increase collaboration with three non-profits with similar mission statements and want to make an impact in Eastern Europe. Audience | Tailored Message | Messenger | Channels to Engage | Volunteers:Twenty something’s who have a heart for global impact and poverty | Help us prepare throughout the year to make the Christmas Love Packages and help create a memorable Holiday. You can be instrumental in creating a better future for individuals of your same age! Together let’s help these people that we care about. We know you want to make a difference so this is how…. | Cherie | FacebookTwitter YouTube | Community Nonprofits with Similar Mission- looking to help globally, specifically in Eastern Europe | We know you are interested in making an impact globally, how do you get the biggest bang for your buck? What are your goals and how we can work together in creating a better world for those less fortunate than us. Check out these various programs that we offer to see if you would be interested in joining efforts to make a larger impact. Let’s collaborate to form a mini alliance to stay up to date on prevalent issues facing our sector. | Eric | FacebookLinkedInTwitter | Churches/ Religious Centers with an International missions focus | We know you have a value in supporting families abroad and we can partner to make () happen. Let’s engage your church community to sponsor families abroad as well as planting churches. Allow us to use your church as a beacon in your community to hold service events for our organization. | Eric/Cherie | Facebook Twitter YouTube Email |

Here options for how we can assist MWB with their Social Media presence:
Organizational development Recommendations * Create Internship solely for Social Media/Marketing and Branding * Implement Social Media Policy/Guidelines (might want to attach a sample) * Develop a Network Map * Build a data base of local Churches prospects and Nonprofits to partner with: Helps build name and use them as brand ambassador * Begin to “follow” all people on your prospect list- twitter and facebook as well as endorsing there services on linkedin