Workshop Overview (30 minutes)
For many years, Midwest Food Bank was focused on doing the work in front of us, serving families facing hunger and responding when communities needed help. While the work was growing, we weren’t always sharing those stories beyond our closest partners.
Like many mission-driven organizations, our priority was service, not visibility. Over time, we learned that sharing our story more consistently could help others understand the need, join the work, and support the mission in new ways.
This workshop is designed for organizations just beginning to explore earned media and measurement. We’ll share what we learned along the way, starting small, using simple tools, and gradually becoming more intentional about how we track and understand our media efforts with the help of Meltwater.
What Attendees Will Learn
Attendees will leave with practical starting points, including:
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How we began using press releases as a way to share updates about the work
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How we started tracking media mentions to better understand our reach
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Which early, basic metrics were most helpful when we were getting started
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How to measure progress over time with a small team and limited capacity
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How thoughtful visibility and simple measurement can support mission growth
Who This Workshop Is For
This session is designed for nonprofits and lean teams who are just starting out with media outreach and measurement and are looking for a realistic, manageable place to begin.
Presenters
Jada Hoerr, Chief Resource Officer, Midwest Food Bank
Melanie Tennell, Marketing Director, Midwest Food Bank
Jada supports resource development and communications at Midwest Food Bank, the largest food bank in the United States, with growing national and international reach. Her focus is on helping the organization share its work in a way that is clear, grounded, and faithful to the mission.
She will be joined by Melanie Tennell, who helps manage day-to-day communications efforts and media tracking, focusing on practical workflows and learning what’s most useful for a small team.