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Using Social Media

The Nashville Alliance for Financial Independence (NAFI) collaborates with partners to promote financial stability for working low and moderate-income families in Davidson County, TN. Through Facebook, NAFI raises awareness of vital services like the VITA program and a free online tax tool for those earning less than $58K. By sharing engaging content, updates, and ads, NAFI has successfully increased its reach and engaged 1,146 fans, leading to over 500 people filing taxes online. NAFI’s Facebook strategy exemplifies effective community engagement.

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Using Social Media

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  1. Jessica Ho Manager, Nashville Alliance for Financial Independence (NAFI) United Way of Metropolitan Nashville Using Social Media

  2. Overview NAFI is a collaboration of partners dedicated to promoting financial stability for working low and moderate income families in Davidson County (Nashville, TN) NAFI promotes Financial Stability, by offering: • County-wide VITA program • EITC Awareness • My Money Plan • Financial Stability Resource Guide We use Facebook to help promote these services.

  3. Why NAFI chose Facebook • NAFI was awarded funds to support a free online tax tool, for those earning less than $58K. • Because the tool was online, we knew clients had to be computer / internet savvy to use the tool. • Those that use the internet often use social media, including Facebook. • 1,000,000 = approximate Facebook users in Nashville, TN

  4. How NAFI uses Facebook • NAFI 1st used Facebook to spread the word about our Free Online Tax Tool (MyFreeTaxes.com/Nashville). • We now use Facebook to educate our audience about: • VITA sites & Online Tax Tool • Community Events • News Stories (relevant to financial stability) • Partner Agencies • Savings Tips • And more!

  5. How NAFI uses Facebook • Ads • Used awarded funds to buy Facebook ads. • They target not only our current fan-base but any Facebook user. • Status / Posts • Updates status regularly (during tax season, updates were made 3-4 times a day) • Use survey application in Facebook to interact with fans • Short, fun and interactive posts • Links • NAFI shares links to news stories and partner agencies’ Facebook pages

  6. Successes • Ads • Made our page successful • Yr 1 – recruited 400 fans • Now – have 1,146 fans • More than 500 users filed their taxes online by accessing our free tax prep link on our Facebook page • Status / Posts • Help to keep fans engaged • Recruit VITA Volunteers • Links • Fans shared our links with others, helping to increase awareness of our Facebook page • Tagging other organizations in our posts, drove more people to our page

  7. Examples Free Tax Prep Facebook Post – notice that the organization is tagged

  8. Examples Interactive Facebook Post – using quiz application

  9. Examples Facebook Post: Thanking our 200 VITA Volunteers. An additional thank you was received from a client!

  10. Examples Purchased Facebook Ad

  11. Lessons Learned • NAFI – Only 1 Staff • Limits the capability to do more with our Facebook page • Once tax season is over • NAFI hardly posts on Facebook • Does not buy ads…keep stagnant until next tax season • NAFI does not post many pictures • should make more time to do this • tag the people / organizations in them to help drive people to our Facebook page.

  12. NAFI’s Information • Facebook Page: • MyMoneyNashville.org • Our Free Tax Prep Tool: • Includes 2 URLs • www.MyFreeTaxes.com/Nashville • www.MyFreeTaxes.com/NAFI • Website: • www.MyMoneyNashville.org • www.NashvilleAFI.org

  13. NAFI’s Information Jessica Ho Manager, Nashville Alliance for Financial Independence (NAFI) 615-780-2444 jessica.ho@uwmn.org

  14. THANK YOU!

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