My name is Raven. I design and market visual advocacy tools for an NPO start-up in Chicago, IL.
Yellow is my favorite color.
Photo Credit: Lucas Towne Designs @Flickr
The rules of donor engagement have undergone swift changes since the debut of “social media” in the nonprofit world. Social media, while considered relatively new per se (in regard to the donor pipeline of conversation) is essentially another element of community organizing, only within the realm of online theater.
If your organization is interested in reducing the universe of possible errors when it comes to using social media, the following come in handy:
First Rule: No need to call it social media
For any business (nonprofit or not), it’s all about connections. Anything enhancing those relationships adds more access – it doesn’t change it. So, if it helps your organization to refer Facebooking and Tweeting as connection technologies – then do so.
You are not being pretentious or weird. Connecting with the world is an investment, so why not give such activities an even more appropriate designation?
You don’t need to saturate yourself
Social media is not one size fits all.
This may seem contrary with today’s advice, but small NPOs and NPO start ups do not need to inundate themselves with every social media outlet available. If they do, two things will surely happen: 1) they’ll become inundated with the tools and cause even more confusion 2) become quickly disillusioned and disappointed when it doesn’t work for them.
Social media can be used to translate your NPO’s value; however, not everyone has to jump on the social media bandwagon.
Ideally, smaller NPOs should start simply…and slowly.
Research which tools that would work well for your organization’s personality, goals and mission.
Lost in translation – your mission statement
Properly outlining your mission creates a thorough understanding of your NPO’s goals and mission. In short, it creates the essential “elevator pitch” for donors, supporters and volunteers. If you can’t wrap your head around the actual work an organization does – it’s too complicated. And, if it’s too complicated for you – how does that come across to the donors or supporters you seek to attract?
Simply put: you need to only say it in one sentence (or two).
The social media community is not very forgiving when organizations attempt to dole out lofty or abstract missives. Be direct. Provide examples of your work. Highlight others in the community who are similarly matched in your organization’s work.
This is the best way to define (and refine) your mission to the community at large.
Discover the 3rd dimension of your organization
The word advocacy tool is defined as someone (or something) that can be used by others to garner education, learning and facilitate discussion about a cause, idea or action. Your volunteers and supporters are just as easily advocacy tools as your Facebook and Twitter accounts.
These things represent the 3rd dimension of your organization’s existence – outside of your NPO’s mission and goals.
Social media is best used when an NPO decides to initiate a conversation to a broader audience (not necessarily a target audience) – it’s not a sure fire way to scoop up potential new donors (even though it is an added bonus).
Posting press releases on your blog or tweeting boring updates on how much money you raised at XYZ fundraising event is the fastest way to disengage your audience.
Make value tangible (and accessible)
This may seem obvious – but no matter what, using your numbers (or some sort of metric) is the easiest way to translate your value to potential donors.
But, how does one develop this metric? What is the metric? The measurement can be anything – press coverage, page views, attendance Twitter followers or Facebook fans.
Another avenue involves asking others what they think of your organization’s brand. It gets others talking to you about you.
Social media allows you to be as creative as possible to establish relevancy, presence and, most importantly, value.
