Recommendations & Closing
Based on our findings from the literature review and survey results, we created five recommendations for Down Syndrome Indiana. These recommendations were tailored towards our client's goal of increasing youth Instagram engagement and involvement in the organization.
Use Photos to Connect with Audiences
Using photos to tell the stories of individuals with Down syndrome creates a visual and emotional connection with the audience, and sharing those and stories on Instagram is a simple way to get that media out to the audience. Creating more opportunities to get photos of those with Down syndrome and their families, like the Lucky Mama Project does, would create more opportunities for the community to get to know them and understand what Down syndrome is.
Maximize Your Use of Instagram
Increase overall Instagram outreach and engagement by maximizing use of all of the app's features. This includes:
Posting a variety of content including pictures and videos
Utilizing stories and carousels
Including hashtags with posts and stories
Posting different media makes your content appeal to a wider audience as there is something for everyone. It also allows followers to get a closer look at DSI and build a connection. Instagram has several features now; although it is best known for pictures there are several other features such as stories, carousels, and reels. Finally, hashtags allow your content to be discovered by a wider audience, even those who might not be following you. Creating a hashtag unique to DSI would be a great way to solidify your social media presence and give followers the opportunity to get involved by using the hashtag with their own posts.
Use Technology to Engage Millennials
There are multiple ways to increase millennial engagement as they are informed about events, organizations, volunteer opportunities, and more through technology. Providing up-to-date websites and varieties of social media is extremely important. Millennials are more likely to know more and participate with companies through technology.
Build Credibility with Younger Audiences
Increase social media engagement with younger audiences through credibility. Having weekly or monthly “story takeovers” increases authenticity and highlights the main goal of the organization. Stories are highly interactive and can promote participation from their followers; this can also motivate volunteers or donors as they directly see whom they are supporting.
Student Outreach
One way to increase youth participation in the Buddy Walk is to partner with high school and college organizations and promote the event on their campuses. Best Buddies in particular would be an excellent partner organization because it is a very popular club at many schools and has a lot of engaging events that DSI could get involved in. The most effective form of promotion would be posting fun, interactive posters around those campuses and planning small in-person events/games with small prizes for winners.
We provided concise recommendations to help Down Syndrome Indiana achieve their goal of increasing youth outreach and participation. These recommendations were developed based on intensive research into best practices for increasing social media engagement, online marketing for nonprofit organizations, how to appeal to different age groups, and building relationships with local organizations.