Fundraising and Technology

I have been asked numerous times since my last post what I meant when I recommended that you create an "official email and persona" to use for social media. Almost all social media platforms require that there be a real live human connected to the account. Or at least an individual persona connected to the account.  In fact, most are designed with the idea that the blog, post or tweet is from a specific person. Below is a chart showing the requirement of some social media platforms.

 

Social Media Platform

Requires Personal Account

Unique Username or Handle

Tied to

Email

 

FACEBOOK PERSONAL PROFILE

 

FACEBOOK PAGE

 

 

TWITTER

 

 

LINKEDIN

 

LINKEDIN ORGANIZATION PAGE

 

 

 

YOUTUBE

 

 

TUMBLR

 

 

BLOGGER

 

 

 

 

 

 

The industry average for a fundraiser staying at a single organization is 18 to 24 months. So I recommend that the highest-ranking person at the organization be the official persona.

Also, it is a good idea to create a single email to use for all your social media platforms. Something like This email address is being protected from spambots. You need JavaScript enabled to view it., This email address is being protected from spambots. You need JavaScript enabled to view it. or This email address is being protected from spambots. You need JavaScript enabled to view it. (Mike’s normal email is This email address is being protected from spambots. You need JavaScript enabled to view it.) are good choices for your social media email. I do not recommend info@, socialmedia@, or website@. Remember you will need to create the email first and make sure you have access to it before you begin setting up your social media platforms. 

 

NOTE: Be sure to keep a written record of your usernames, email and password using a grid like the one above. I keep this in a document file on a shared drive one that other staff can access. 

While preparing to teach an intro class at NYU on social media by non-profits.  I realized the myriad of ways pundits recommend using social media.  So I decided to peel back all the layers of “Best Practices” and focus on the simple mechanical acts that are required to have a social media presence. 

Let us start by looking at suggestion number four from my last post.

SUGGESTION 4. Do not start something you cannot finish. Be realistic about which social media platforms you can keep updated. You should post a new Facebook page post at least once a week!  Timely posting is integral to a successful social media presence. (Read the full post here)

That is why I recommend that every organization have a FACEBOOK PAGE - one that they control.  Remember an individual does not have to work for or even be associated with your organization to create a FACEBOOK PAGE in your organization’s name. So if you don’t already have a page, search FACEBOOK to see if someone has already created one in your organization’s name. If they have, your best bet is to contact them and ask –beg- them to deactivate it.  They can do this on the settings tab on the front of the page. Then create a new page that you control.

FACEBOOK PERSONAL PROFILE, FACEBOOK GROUP, and FACEBOOK PAGE

•    FACEBOOK PERSONAL PROFILE

A resource page filled with your personal information, pictures of kittens, and invitations to play odd games.

 

creatingAfacebookpersonalpage2

 

 

  • FACEBOOK GROUP

An assortment of “Friends” who have something in common like schools, pottery making, and kitten videos. These are all connected to your organization through a Personal Page.

  

group3

 

 

  • FACEBOOK PAGE

These pages promote an organization, a person or an interest.  As previously noted, only a person with a FACEBOOK PERSONAL PROFILE can create a FACEBOOK PAGE.

  

facebookPage

 

Your FACEBOOK PAGE:

•    Choose carefully the person who sets up the page. They will be tied forever to the page so not the summer intern, the temporary receptionist or anyone who you are considering letting go.

•    Choose a senior staff person as the main administrator and then add the people who will do the work as additional administrators.

•    Remember each administrator’s friends will be the first ones to see your page and the administrator will be encouraged to send LIKE request to their FRIENDS. Facebook is a bit sneaky about getting you to do this so read everything carefully before agreeing to anything.

•    Consider having your CEO or Founder create an “official” personal profile that they (you) only use for the organization.

•    DO NOT try to make a FACEBOOK PERSONAL PROFILE do the job of a FACEBOOK PAGE!

                         THE CITY ARTS CENTER is not a person and Facebook will close down your page.

The goal is to generate content for your FACEBOOK PAGE that drives traffic back to your site.  If you write about it on FACEBOOK it should be on your website! Suggestion # 3 from my last post covers how to do this.

Here is an example of a FACEBOOK PAGE post I might use to promote my blog.

 While preparing to teach an intro class at NYU on social media by non-profits.  I realized the myriad of ways pundits (myself included) recommend using social media.  So I decided to peel back all the layers of “Best Practices” and focus on the simple mechanical acts that are required to have a social media presence. To read the full post click here.

See how I used the text of the blog post as a FACEBOOK PAGE post but mainly as a tease for the full blog entry.

What it all boils down to is what I said in the beginning only start what you can keep up and the best way to do that is to cross purpose as much of your text as possible. Like I did above. FACEBOOK is not your end game – your main website is.  So focus on driving traffic where you really want it. 

This video walk you through how to set-up a FACEBOOK PROFILE PAGE.

Next time we will be looking at setting up Twitter.

 

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