Practical Advice for Modern Fundraisers

THOUGHT·FUL

adjective\ˈtht-fəl\

: serious and quiet because you are thinking: done or made after careful thinking   : done or made after careful thinking: showing concern for the needs or : showing concern for the needs of feelings of other people

Restatring your social media program

Some readers have asked me about how to restart posting to their FACEBOOK PAGE when the page is dormant or just sporadically used. The concern seemed to be that a lot of effort had gone into creating material when the page was being kept up and could they use any of that material again.

 

Well, it would have been better just to keep posting to the page regularly but it is never too late to reinvigorate a FACEBOOK PAGE. Now to answer your questions-


1. Yes, you can reuse non-time sensitive material. I have been working with an organization that used to be very active on Facebook and always posted on “Throw Back Thursdays.” They also used to do what they called “Mystery Monday. “ TBT material is pretty evergreen, and you can use it numerous times. Just make sure you are spreading it out throughout the year and adding some new material for variety.

 

The “Mystery Monday” idea used interesting archival photos that the organization had little or no information concerning. Simply, ask your followers to post any information they may know about the photos back to the social media platform. It is a clever engagement strategy for your followers.

 

The trick in either of these cases is to be sure you devote some staff time to replying to comments and letting your followers know about any successes you have in identifying the pictures or people in them.

 

2. To keep your page current, plan on posting something every day. Staying up to date is not as hard as it might seem if you do two things:


a. Create at least two weeks of evergreen text.


By this, I mean things like the Throw Back Thursday and Mystery Monday. Also, create posts that directly promote aspects of your organization. If you have an official “Fact Sheet” about the organization, each of those facts can be a starting point for a post. Something like “Did you know that XXX AGENCY has programs in 5 counties throughout the state?” or “XXX students got their first taste of Shakespeare at our student matinees last year. Because of support from XXXXXX.” The last one gives you the chance to promote your organization and one of your corporate supporters. It is a win-win.

b. Work with your program areas to create the new posts.

This job may sound daunting but in reality everyone wants to tell people about the good things they are doing. I’d bet that some of your program staff are already posting about their work but to their own personal pages.

To make it easy, create a calendar and assign a week or month to each program. That will be the period that your Facebook post will spotlight that particular program. It doesn’t mean that is the only time that the program can submit post material to you. Try and encourage programs to send you anything that they feel might be of interest any time.

I know what you are thinking - how will you ever keep track of all this material? Social media is not my only job. I have a few suggestions first just open a word processing document and start writing your post. You could also create them in a spreadsheet where column one is for the date the post will go out and the next column for the post text. The best way to do it is to use an aggregator program like Hootsuite.

 

Hootsuite is an excellent program that allows you to build out days, weeks or months of posts in a single session. The program is relatively easy to use. You add your social media feeds – did I mention it can help you with Facebook, Twitter, Linkedin, YouTube and about a dozen other social media platforms. It is easy to use, and the best part - it is free depending on the number of feeds you want to set up.

 

Using a program like Hootsuite would allow you to spend 30 minutes a week keeping your Facebook Page up to date. The important thing is just to get started. Don’t let the idea of keeping your page up to date stop you from starting. You could create a schedule where you start off posting twice a week and then build on up to daily posting. Allocate 30 minutes when you first come to work to work on your social media presence.

 

I am confident with a little allocated time and preplanning you can keep your Facebook page up to date.

Short Thoughtful Post

It Occurs To Me

August 1, 2017

August is a great time to review your stewardship program. We all know it is important to thank our donors but do you have a strategic stewardship program.  What I mean by "strategic" is one that thanks, donors appropriately based their donor level. It should also acknowledge things like a first gift, increased gifts, and multiple gifts. Does yours do this?  I also recommend handwritten notes and phone calls for donors at certain levels.  Here is a link to a post last year about thanking donors for your review.

June 5, 2017

Fundraising Day New York (FRDNY) is only a couple of weeks away and it looks like it will be another great day.  I will be blogging from the event. I anticipate writing about 4 sessions. The goal is to pick sessions that cover a few specific topics - cultivation, planning and, of course, technology.

This is always such a great conference and one of the great resources of the day is the exposition.  I always get great ideas and if a vendor you use is presenting at the conference it is a great time met them in person. Don't let this opportunity pass you buy.  If your in the New York area I hope you get a chance to attend FRDNY.

May 18, 2017

 

It was great being a part of today's AFP Workshop on Direct Mail.  It is always a pleasure to share advice and ideas with other fundraisers. During the workshop, we talked about everything from acquisition to thank you letters. Yes, Thank you letters. Sometimes when we think of direct mail we only think of the "Ask, " but the "Thank-You" is just as important.  Don't ignore the second part of any ask the thank you.  You can not thank people too often or in too many ways. So take a few minutes today to review your thank you process.

April 14, 2017

 

We will be live blogging from the AFP International Conference in San Francisco. Last year, this was one of the most popular blogs so don't miss it. It should be a great conference there are a lot of great sessions. The first post will hit late on Sunday, April 30th. I'll be sending a reminder on Monday, May 1st so look out for the email.

 

February 17, 2017

How did your year-end appeal turn out?  What was your retention rate and attrition rate? These two rates are just as important as knowing how much money you raised. If you don't track these you might want to do so. You will be surprised by what you find.Or hopefully, you won't be surprised.

November 9, 2016

So the election is over. We have a winner and a loser. Putting basic politics aside will the results change your Year-End giving results? So far the markets are looking like they will stabilize and  millions of people are happy about the results. Well, millions are also scared.

I wonder if your results will depend on where your charity is located. I work in a very Blue part of my state and my charity only works in that area. What if you work in a very red part of the country. Will you do better or worse?

Also, will the election change average donors,mid-level donors or major donors more? What do you think? I don't have any answers myself and unfortunately, I won't know until January when the year-end result are tallied. Please click on the comments section of the site to leave your thoughts.

October 17, 2016

October is half over so I hope your Year-End Appeal is past the planning stages. By now you should have at least updated your base Acquisition Appeal materials and be well on the way with your renewal appeal. List should be have been chosen and the process of renting them should be underway.

If you are not this far along - no worries- take a deep breath and dive in. You'll get it all done but why not calendar out 2017 to give yourself more time to plan and write.

September 1, 2016

So you made it to September. I know it seems like August is the longest month in the year. It precedes what is the for all practical purposes the shortest two months - November and December. So much of our fundraising year depends on the out come of those two months. So Sepetember and October are all about prep work. In fact, I would say that September is the most important month because by the time October gets here all your year-end work needs to be complete. If those "Giving Tuesday", Year-End Appeals and follow-ups are going out on time your September is going to be quite busy. What do you think?

June 17, 2017

I'll be live blogging from FRDNY so tune in. As always, this is a great day.

May 16, 2016

The next blog is will be posted on 5/23 don't miss it.

March 9, 2016

We will be blogging from the AFP International Conference in Boston starting on March 20. The Thoughtfull Approach to... blog will be updated daily after the last session but we will be tweeting during the conference. Be sure to follow us at @thoughtfulappro and to check the main blog each day.

Just 11 days and counting until the fun begins.

2015 Notes

December 2, 2015

So you survived GIVING TUESDAY, now what? Well, it is not the time to start planning for next year. Nope, it is time to take a page from retail and follow up with people.

Let us assume you sent and email to all of your prospects, constituents and donors. If you used any of the primary email systems like Mail Chimp, Raiser’s Edge, Patron Mail et. al. you can pull a list of people who opened your email but did not click on the donate link.

I’d recommend emailing all of those people today to thoughtfully remind them that they can still make a gift to your organization. Rather like the "Your Carts Not Empty" emails some retailers send when you pick out times but do not complete a sale on their sites.

Try it you have nothing to loose. Just don’t be obvious about how you know they visited your site. Treat the email as a reminder ask. Sell the "why" of your organization.

Please leave a comment, thoughtfully.

 

October 2015

Well, the feed back on my two part series on videos has been great. I know that a lot of people were interested in the subject but I had no idea just how many. I look forward to hearing more from people who decided to add videos to there annual appeal and those who changed their mind.

But what about those annual appeals? Are you ready and where are you putting your emphasis on acquisition, renewal, lapsed or what exactly? I have decided that renewal should get the bulk of your time as for money acquisition always eats that up.

 

September 2015

So in a little more than two months your annual appeal will drop- right? We'll have you thought about how to use videos as a part of the overall appeal. The right video can be embedded in your website and tied to a Google ad, posted to your Facebook Page and on Twitter. You should even be able to add it right to your email appeal. Just about the only thing you can not do with it is mail it. Unless you create a QR code for the video and include that in your mailing. Just a thought.

But what qualifies as a successful video. I would say like many things in fundraising you won't know know if you have gotten right until the appeal is over and you look at the analytics and crunch some numbers. But you can see what like agencies are doing and take a chance pick up the phone and call a colleague. In fact, my thoughtful tip isn't really about videos it is when in doubt call a colleague. That and read my September post about best practices concerning videos.

 

August 2015

-How ready is your Annual Appeal? Yes, I know it is August but if you want them to drop before Thanksgiving you should have already gotten started. Remember acquisition, renewal, lapsed donor, major gift and e-solicitations need to all work seamlessly - don't you think?

Please leave a comment, thoughtfully.

-The shared articles section has gotten the second largest number of hits of any area on the site. Thank you. If you have article suggestions please leave it in a comment.

July 2015

I have gotten a lot of great feedback on the TedTalk video on pecking order. What were your thoughts?

Please leave a comment, thoughtfully.

 

 

 

 

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