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.
Slowly, nonprofits are finding ways to tap into the mobile medium for donations. We’re seeing the national organizations finding success (and press). But that doesn’t mean local or smaller orgs can’t tap into their mobile public.
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.
Serve With Passion
January 18, 2010 · Leave a Comment
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.
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.
→ Leave a CommentCategories: Commentary · Making the case