Chicago Public Radio ran one really cool campaign last summer to increase all of the following:
- Flickr friends
- Twitter followers
- Facebook fans
- Blog readership
- Fundraising revenue
Most importantly, they solicited participation. People like to be challenged. Look at the crowds in last night’s football games for a reminder of our our inherent competitive nature. You just need to establish yourself as a team to root for. You’ll find that over and over on this blog I will repeat the importance of involvement. The more you engage your target audiences, the more chances you have to drive home your case for support.
If you can find the support of someone who is already a donor to add money to the equation (as in the example above), that’s even better. But, here’s a little secret: You don’t have to find new money to do this sort of promotion – just get the buy-in of someone who is already an annual donor. “Sponsoring” your contest may even increase their gift!
Caution: don’t go off the deep end. Launching a contest for Twitter haiku may be great for a literacy foundation, but it doesn’t really work for a women’s shelter. Choose an activity that can be tied back to your mission.
Go mobile!
You’ve seen the commercials. There are more than 130,000 applications on iTunes. Android and Blackberry are quickly catching up. Something suited for everybody’s taste. But where are they all coming from? And why? Well, the why is a completely different ball of wax.
However, creating your own mobile applications is easier than you may think. Better yet, its cheaper than you may think. You don’t need to know how to code and you don’t need to spend thousands of dollars… Use one of these services and become 100 times more accessible to your constituents.
Inform, invite and occasionally… solicit.
I like the flexibility of Swebapps and the fact that they include tracking tools.
These guys help you cross platforms by offering iPhone, Android, and Blackberry development.
I’m most impressed with the variety of services with MotherApp. Their blog engine is affordable and very slick.
Is your nonprofit already utilizing a service like this? How are you tracking its success? Please post a comment!
This post is a shameless plug for a group I’m involved with here in Indianapolis. IABC is International, so if you’re reading and you’re not from Indy, chances are, there’s a chapter in your town too.
Fundraisers should consider membership to a group like this. Yes, budgets are stretched and your fundraising specific groups zero in on tax issues, planned giving minutia and “making the ask” strategies. However, you are essentially trying to “Be Heard” by a specific audience, right? Communication strategy should be included in your professional development.
Added Bonus… You get to know PR and Marketing Professionals in local Indy Businesses who just happen to also be your corporate prospects… *ahem* Can you say, inside track?
IABC’s professional development and networking programs are vibrant resources for business communicators. Take advantage of these opportunities to:
Make a Bigger Impact in Your Job.
- Tap into the collective experience of your peers for new ideas, fresh insights and problem-solving support.
- Learn about developing trends in communications.
- Hear from leaders and experts about issues that are vital to your career.
- Find more ways to make a difference in your profession and the community.
Find the Hidden Job Market; Look for the Next Step in Your Career.
- Network online and face to face to discover the hidden job market for communication professionals.
- Visit our local job bank and browse national and international opportunities at www.iabc.com.
- Connect with colleagues who will help support you through different career stages, milestones and challenges.
Enhance Your Skills.
- Attend professional development meetings, workshops, programs and other opportunities professional growth.
- Hear relevant stories about communications challenges and resolutions.
- Find out how educators are training the communicators of the future.
- Learn about new technologies that are changing the way we communicate.
- Take advantage of IABC International’s Web site, which contains a robust library of how-to articles and case studies of successful communication in the real world. Available to members only and accessible 24 hours a day, this site can guide you through all manner of professional situations and challenges.
As the leaders of IABC/Indianapolis learn what you need, our program offerings and opportunities are improved and enhanced to serve you.
Find Clients, Find Friends–at IABC/Indianapolis.
- If you’re looking to expand your social network, there’s no better place than IABC/ Indianapolis to:
- Find new clients.
- Interact and share information to stay current.
- Attend fun and interesting luncheon professional development programs, informal professional development sessions and other events.
- Make valuable connections to help you throughout your career.
Today we honor Martin Luther King, Jr. He was an community organizer, a clergyman, a prominent leader, and like many of you, he was dedicated to a cause.
You might be thinking your little theater or animal shelter’s mission pales in comparison to the noble national endeavor of civil rights. But, it’s a matter of scale. We’re all trying to better our communities with service, culture and compassion.
“In believing that your goal is possible, you, yourself, give birth to its possibility.” Robert Brault
There’s nothing particularly out-of-the-box about this post, but I thought this holiday was perfect time to remind everyone that passion for your cause can be infectious to your supporters. We all have a “Dream” speech in our hearts. Let yours out in donor communications.
It’s catching on… people are exploring cities with FourSqaure. They’re checking in at their destinations, commenting, and leaving tips about what’s good. Visit one location more than anybody else and you’re crowned “Mayor” of that location. Some retail establishments are jumping the bandwagon and offering Mayoral discounts and prizes. It’s on mobile devices and laptops all over your city.
Do you have a destination nonprofit? How can you use Foursquare?
If you’re an advanced Facebook user with LOT’s of friends and pages, you probably use the filter feature. If not, you should look into it. If you’re on Twitter, you use hashtags (#) and lists. You might even follow lots of blogs and news sites. So many, you’re using an RSS widget on your browser, in your Outlook email, or you frequent sites like Digg or Delicious.
If you’re a Fundraiser, you’ve got to be aware of these filters. The web is an increasingly crowded place. Not only do people have to pick and choose where they’ll settle down to do their social networking, but then they’re setting preferences on what comes across their screen and when.
Think realistically about the sincerity of some of your constituents. You might have a fan on Facebook who only follows you because her boyfriend is a fan… and they both hide your updates. Your email newsletter may come out three times a month, but it’s auto-opened and stuck in a folder marked “read later.” I know because I’ve set those types of filters in my own mailbox. There are many reasons for being filtered. People live busy lives and can only direct their attention so many places, but there are a couple stupid mistakes that may cause you to get caught in the net.
Posting Too Often – Or – Not Enough
The consensus among social media experts is that you post something online only as often as it’s relevant to your audience. When you’re the Red Cross and there’s a disaster, you’re followers almost expect you to post several times daily for updates on relief efforts. When you’re running a page for a charity run in September, we don’t necessarily need to hear from you a dozen times a day in February. Take a minute to figure out the right balance for your audience, and be honest with yourself about it. Then, write it down. Stick with it.
Posting Crap We Don’t Care About
Don’t look to your staff and ask, “what could we talk about on this blog?” Because you know what? They’ll all have an opinion. Again, your message needs to be relevant to your audience.
Think of it in these terms: Aunt Betty’s followers on Facebook are cousin Tim and Grandma Nelly – THEY might care about Betty’s dinner at Burger Hut. However, the more often Betty writes about her fast food exploits, the more likely she’ll be filtered by her wider social circle.
Teasers and Action
You’re going to have a mixed social circle following you. Your closest donors, who hang on your every word; volunteers who like to keep in the know; event attendees, who check in occasionally; and friends of friends, who keep you on their radar because they enjoy your posts or just like knowing that someone is out there doing some good.
Your job is to bring those friends closer to the inner circle. So mix it up. Drive people to your website with some teaser text. The results of a poll, the answer to a trivia question (relevant!), or maybe a slideshow that might include one embarrassing picture among several others that illustrate your community impact.
Most importantly, regularly include a call-to-action. Your organization is doing great things. There’s action everyday to report about, but you need help. And, people in online communities are willing to give it.
You’ve just got to figure out how to get your message through.
I spend a lot of time reading (and writing) about effective fundraising campaigns that include measurable results, stories that tug at heartstrings, organizational goals, and client perspectives. But, in this fickle world (especially the online world), our goal as fundraisers and marketers is as much about getting the attention of current and potential donors. And, let’s face it… if it’s funny, people pass it around.
How many times have you seen the laughing baby from Finland, the Numa Numa guy, or some Lolcats? How can nonprofits harness the power of humor to reach their constituents while still inserting that vital case for support? Instead of database consultants, should we be spending money on cartoonists and comedians?
I leave you with those questions to ponder and some inspiration…
So, 2009 was tough. No one will argue with that statement. At your organization there were likely cuts in the budget, fundraising was tough, and demand for services went up. If your org was like many others, you were scrambling around to meet the goals of your mission and meeting the bottom line, and though you heard it was the next big thing, your social media efforts sat on the back burner.
You, again, like many others, caved to the pressures of your peers (and possibly your donors) and created a facebook fan page, a youtube video, a twitter account or a blog. Maybe you created these with some great initial content, but with other pressures and priorities, let it fall by the wayside. Or worse yet, you created great content and counted on the viral nature of the internet to do the work for you… spreading the word of your mission (and your fundraising needs).
Well, its not too late to get into the groove and carve your name into the social media landscape. Look at it this way… Your organization is solving a problem and there are people out there that like you. Now interact.
Don’t discount your traditional media. People still enjoy a story on paper to read. You’ve still got to have some sort of general brochure for your agency. However, everything from your volunteer newsletter, to your press releases should reference your presence online. At this point, because Facebook and blogs have gone so mainstream, your noted participation is as much about showing your audiences that you’re “with it” as it is gaining followers. And, you don’t want to appear “old school” do you?
Keep it relevant to your audience. List your accomplishments, events and how your CEO is getting things done, but don’t forget to keep it light-hearted and conversational. You’re taking your message to the people, and most people don’t enjoy reading strategic plans.
Plan, plan, plan, plan, plan. Creating content online is not time intensive. Sometimes its limited to 140 characters. But, you can’t wade in all willy-nilly. You need a plan and you need to stick with it. Your followers will appreciate the consistency. Here are a couple ideas.
- Theme every day of the week. Mission Accomplished Mondays, Two for Tuesday, Wayback Wednesday.
- Develop a persona and post newworthy items through the eyes of this character. Maybe its the receptionist, the spokesperson (like the Goodwill Guy or Ronald McDonald), or perhaps its someone who works in the field. Environmental org? Have a tree do your storytelling.
Solicit Participation! The more people are involved, the more likely they are to donate. Don’t be afraid to ask people for their opinion when you post, and comment back when they give it to you. In order for your organization to participate on sites like Facebook and Twitter, you need to be SOCIAL. This is all about conversations. AND, don’t be afraid to ask for more meaningful participation like volunteers, gifts-in-kind, event participation and dollars. Make it a semi-regular request, because if people don’t know you need help, they’re not going to give it. Think of Social Media as the step ladder that leads to the more formal giving ladder in your development department.
Drive them Home. Even with all the bells and whistles, your social media presence will never be a substitute for the brand you create on your .org homepage. This is where the meat of your mission lives and real in-depth information about your organization, its history and accomplishments. Passers-by on social networking sites intrigued by your posts will be curious about what’s at the core of this organization, so you must give them the avenue to find your homepage. Not only does this require you to post links back Home, but you’re also going to need to keep a clean house with current information. Put that on your to do list too!
As you hit the ground running in 2010, don’t forget that social media is a set of tools — sometimes very effective ones… Your organization needs to decide how you’re going to harness these to speak to your audience on a regular basis to create expectation and solicit participation. Don’t leave it on the back burner this year. It’s potentially too valuable.
Can you get something for nothing? Well, probably not… but you can get donations with less than you think.
Donors leave fundraisers like us with a conundrum year after year. In studies they claim they don’t want to “see” their gifted dollars being spent on fancy envelopes and full color inserts. But at the same time appeal letters that don’t call attention to themselves are tossed in the trash. Those at Fundraising Success suggest that less is more.
The other thing you need to keep in mind is how your list is segmented. Sure, you’ll always separate out the VIPs, the volunteers and other typical groups, but have you asked yourself which donors in your database need a flashier envelope and which need a blank #10?
You might also try a novel approach with the ask itself. Think minimalist gimmicks:
If you’re an arts organization – put a single blob of red paint in the middle of the page (a printed image of course) and call it a contemporary ask. Then, make your “case” on the back of the reply card in small print.
If you’re an environmental org – use a slightly larger fancy outer envelope to brag about your accomplishments and inside use a business card to drive readers to your website for a greener donation.
Are you saving stray animals? The dog ate your letter. School-age Education focused? Use that big lined paper (less to write). Historic preservation? Fade your message to unreadable levels.
This really puts a lot of work on your reply device, but that’s a good thing because that little card is where all the action is!
To your audiences (acquisition and SYBNT) you’ll be memorable, and that’s what counts on the day each of them sits down to do their monthly budget.
As you may know, Starbucks has created the VIA – portable coffee goodness. 
This has me thinking… What was the thought process of Starbucks’ executive management? They’re a company with r&d, marketing, buying power and lots of capital, but the development of VIA came from answering one simple question, “Is there a need [a market for coffee] we’re not fulfilling?”
- Coffee shop on every corner? Check.
- Drive-thru’s where available? Check.
- Infiltrated Barnes & Noble, Target, Museums and other public spaces? Check.
- Branded beans in every grocery store? Check.
- Starbucks for dessert? Starbucks Ice Cream. Starbucks on the town? Starbucks martinis. Starbucks for people who can’t or don’t want to brew a whole pot? Ah-Ha!
Let’s bring instant coffee back. We’ll make it 90 cents a cup and make the customers provide their own water. Brilliant! I’m sure you’ve heard a barista spout off the monologue about 5 years of research, etc. If you haven’t, you will.
There are important lessons to be learned from these guys. What is your nonprofit offering the community that wouldn’t otherwise be fulfilled? How do you measure its impact? How do you communicate that impact with your donors?
From another angle – what aren’t you offering your donors, volunteers, fans by means of communications or venues for donations? Do you have a drive-thru donation drop-off? Have you integrated a program in a store? Is there a martini with your name on it at the popular nightspots in town? Are you online everywhere your donors are?
Asking the “need” question is the first step to innovative thinking for your fundraising program. Don’t take for granted new products and the marketing behind them. A lesson from the for-profit world just may bring some new fundraising dollars to your organization.
