If you’ve ever thought social media fundraising success is out of reach or that you can’t secure influencer support, think again! Gill Whelan will share the secrets of her success at F&P Digi.Raise + EventRaise.

In her Digi.Raise + EventRaise session, Leveraging the power of social media and influencers, Gill Whelan – Senior Partnerships & PR Manager at St Kilda Mums – will ask you to think outside the box to achieve winning social media for your nonprofit. 

Perhaps you think there are set rules when it comes to which channels to use, that you need an almighty social media budget for maximum impact, or that you need to engage influencers in formal ambassador agreements to secure their support.

But Gill’s here to tell you that you don’t need big bucks to make your social media work for you and that an authentic approach to storytelling and celebrity relationships is what will draw supporters in.

We asked Gill a few quick questions to give you a taste of what’s to come in her session

What are you hoping delegates will get out of your session at Digi.Raise?

We’re always being told all the things we SHOULD be doing on social media, but I want to show you that you can have great success by following your instincts, throwing out the rule book, and doing what’s right for your organisation. At St Kilda Mums we never focus on likes or reach, we focus on storytelling. It means we always stay on track with our values and mission, and we bring our community on a journey with us.

Can you describe one highlight from the time in your role at St Kilda Mums?

It’s hard to pick one, there have been so many! I think it would be the morning I woke up to see that Harry & Meghan’s @sussexroyal instagram account had chosen St Kilda Mums as one of a small number of charities to shine a spotlight on. It was the result of a campaign by our followers to talk about why they loved volunteering with, and supporting us. This made it extra special. There was a lot of publicity around the announcement which meant a huge influx in donations, and lots more people knowing where to donate their nursery items.

Imagine you’re starting a new nonprofit. It’s day one, you’re a tiny team: what is the first thing you’d do with the organisation’s social media?

Empower everyone in that team to be a content creator, and start posting! This is a golden time when you can gather your flock, so to speak, and bring people along with you. The key things I’d be posting about would be the social problem you are trying to solve, the core work of your organisation to help do that, what you need to grow and how can people assist you to do that. Show the highs AND lows and most importantly, report on the impact of your work as often as possible.

Name one really important lesson you have learnt about working with influencers

That the best influencer relationships are authentic ones that come from them knowing you and your organisation, and feeling connected to it. It might mean that’s a long term play, but it pays off in the end.

Who is Gill Whelan? 

Gill is the Senior Partnerships & Public Relations Manager at St Kilda Mums. She began as a volunteer in 2010 following a career in media sales. During her time in the organisation’s fundraising team, she has helped to grow their social media audience to over 74,000 highly engaged followers. She currently manages key relationships with influencers such as Megan Gale and Dannii Minogue, and corporate partners that include L’Oreal Australia, Decjuba, AIA Australia and Zendesk.

Digi.Raise + EventRaise will be hosted in-person at the Melbourne Convention and Exhibition Centre on 4 – 6 May 2022.  Find out more and register.

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