How We Work

New Media Mentors - Melissa Foley and Carolyn LaubEach mentorship is tailored to the specific needs of the groups we work with, and may vary in time and scope depending on an organization’s size, structure and experience.

We have a broad range of learning “modules” designed to help organizations grow and mobilize supporters, work strategically, understand best practices, develop rapid response programs, fully deploy analytics, and track and measure impact.

Smaller groups may benefit from just a few select learning modules because often their online work is limited by staff and budget.

Larger groups may benefit from a broader range of learning modules because their online programs and organizational structures are more complex.

Examples of different mentorship models are below.

Type of organization
Description of mentorship
Typical duration Modules
Small organization (<$1.5M annual budget) Focused mentorship

  • Starts w/New Media Assessment
  • Most popular modules are Facebook & Email
  • Ends with Roadmap that outlines goals for the future
  • Focus on getting most possible out of new media with limited time investment
3 months Mini assessment, Roadmap + 2 other modules
Mid-size organization ($1.5M to $5M annual budget) Focused mentorship

  • Starts w/New Media Assessment
  • Modules range from tool best practices to strategic planning
  • Ends with Roadmap designed to guide work for 6-12 mo. after mentorship
  • Focus on fine-tuning a couple of new media tools or strategic planning
6 months Assessment, Roadmap, 3 modules + 2 executive sessions
Mid-size organization ($1.5M to $5M annual budget) Full mentorship

  • Starts w/New Media Assessment
  • Modules range from tool best practices to strategic planning
  • Ends with Roadmap designed to guide work for 6-12 mo. after mentorship
  • Focus on improving work across all new media tools and strategic planning
6 months Assessment, Roadmap, 7-10 modules +2-3 executive sessions
Large organization (>$5M annual budget) Focused mentorship

  • Modules range from tool best practices to strategic planning
  • Focus depends on needs of the organization
Depends Customized—one or more modules
Large organization (>$5M annual budget) Full mentorship

  • Starts w/New Media Assessment
  • Modules range from tool best practices to strategic planning
  • Ends with Roadmap designed to guide work for 6-12 mo. after mentorship
  • Focus on strategic planning and improving work for select new media tools
6 months Assessment, Roadmap, 5-7 modules + 2-3 executive sessions

Learning modules include (but are not limited to):

  • Adwords
  • Analytics
  • Campaign planning
  • Email
  • Email development process
  • Email testing
  • Facebook
  • Facebook ads
  • Fundraising
  • Ladder of engagement
  • List building
  • Mobile
  • New media roadmap
  • Rapid response planning
  • Strategic planning
  • Twitter
  • Video
  • Website

For each mentorship we develop a program that fits the size and needs of the organization (click here to see a sample calendar for a 6-month mentorship). Cost depends on the scope of the program.