5 Tips for a Thoughtful and Successful Social Media Presence
I struggled to write this post because there are so many different ways to treat Social Media in the non-profit world and most are not very thoughtful. As I discussed in the social media section of The Thoughtful Approach's website, non-profits have latched on to the idea that they must have a presence on social media. But many do so without thoughtfully planning out what it will take to create a social media presence. A presence on Facebook, Twitter, LinkedIn, et. al., that is worth the effort.
Development and Marketing offices go to great lengths to increase their LIKES and Followers but to what end? Now don’t get me wrong. I want this blog to be LIKED, and I want Followers. I have asked my readers to do both of those things. I seed Facebook and Twitter every time I publish a new post. That is a far cry from hoping to get your social media contacts will make a donation.
How do you get the people who visit your FACEBOOK PAGE to visit the donor page on your website? Or do you use a program that allows people to give directly from FACEBOOK? Do you tweet out a link to your donor page or use a tweet for dollars program? Both are options but then you have three online financial streams to reconcile each month. You do reconcile every month – right?
Since it is safe to a say that social media sites are here to stay. The question is how do you set them up and use them to your organization's advantage, not Mark Zuckerberg’s. He is, after all, the only one who makes money off of all those LIKES.
First and foremost, think of your Facebook, Twitter, Linkedin sites as auxiliary to your main website. Don’t make the mistake of allowing any of these programs to become your default online presence. I have seen this happen, and it can cause messaging problems for the organization. Here are my FIVE top suggestions for managing your social media presence.
Add a sign-up button to your Facebook Page that allows people to give you at a minimum their Email Address, First Name, and Zip Code.The fields you use will depend on your personal preferences. Remember that the more data you request the fewer responses you will receive. Facebook Page buttons are simple to make by following Facebook's instructions on APP and Widget creation under Settings. My sign-up button updates my CRM. I am using MailChimp, but most CRM's have the ability to integrate in this way. You should use the same CRM to collect prospect data on your social media sites and on your website.
Add a CONTACT US tab to your page. This is easily done through the settings functions in Facebook. I recommend having it go to the contact page on your website. That way you do not have to keep two places updated, and you are driving traffic to your site.
All roads should lead back to your main website. Build the content on your site and then push it out to Facebook, Twitter, LinkedIn, et.al. Here is an example of how this post will be pushed out via eblast, Facebook post, and tweet. Notice the hyperlink. It sends you to the full blog on the website.
Is your social media presence worth the effort? Learn 5 steps to having a thoughtful presence. #NCYAFP http://scan.me/n5p24z9
Non-profits go to great lengths to increase their LIKES and Followers but to what end? #ThoughtfulApproach http://scan.me/n5p24z9
Because of the nature of Twitter I usually send at least two tweets for every post. The first one when the post is published, the second a few days later. In between are regular posts that play off the whole site.
FACEBOOK PAGE POST
I struggled to write this post because there are so many different ways to treat social media in the non-profit world and most are not very thoughtful. As I discussed in the social media section of The Thoughtful Approach's website, non-profits have latched on to the idea that they must have a presence on social media. But many do so without thoughtfully planning out what it will take to create a social media presence. A presence on Facebook, Twitter, LinkedIn, et. al., that is worth the effort. Is yours worth the effort click to find out - http://scan.me/n5p24z9
I struggled to write this post because there are so many different ways to treat social media in the non-profit world and most are not very thoughtful. As I discussed in the social media section of The Thoughtful Approach website, non-profits have latched on to the idea that they must have a presence on social media. But many do so without thoughtfully planning out what it will take to create a social media presence. A presence on FaceBook, Twitter, LinkedIn, et. al., that is worth the effort.
Development and Marketing offices go to great lengths to increase their LIKES and Followers but to what end? Now don’t get me wrong. I want this blog to be LIKED, and I want Followers. I have asked my readers to do both of those things. I seed Facebook and Twitter every time I publish a new post. That is a far cry from hoping that your social media contacts will make a donation.
How do you get the people who visit your Facebook Page to visit the donor page on your website? READ THE FULL BLOG HERE.
Do not start something you cannot finish. Be realistic about which social media platforms you can keep updated. You should post a new blog entry on a regular schedule (once a week or twice a month), Facebook page post at least once a week and three or four tweets a week. Many social media experts recommend as many as seven or eight tweets a DAY! Timely posting is integral to a successful social media presence.
Learn to use integration and aggregator to schedule your posts and tweets. Both Twitter and Facebook have built in APPs and Widgets to allow you to cross-post. The other way achieve cross posting to use an aggregator. I use Hootsuite, but there are others that work as well. A future post will look at different aggregators.
These five suggestions are starting points for you to explore ways to integrate your web presence and your social media presence. Making it easy for people who LIKE and FOLLOW your organization to learn more about your cause and possibly make a gift. That is the ultimate goal of all of your effort - right.
Thoughtful Low Tech Project
I may be a self-confessed tech geek, but I still believe in backing up information to good old paper. Once all the end of year gifts are entered and the thank you letters are mailed I usually try to do a quick check of my data for duplicates and oddities that can happen in the height of YEAR-END. Then I run a “donor profile report” on all donors over, say $250.00. I use three-hole paper and print it on both sides to save space and store the whole thing in a binder.
So what is this report? You can find a pre-designed version in some CRM /Database programs. The problem with these reports is they are usually one donor per page reports, and that can use a lot of paper with even a medium sized donor list.
Try creating one in Word and merging it with an Excel spreadsheet of your donors. Promise me you will delete that spreadsheet once the merge is done. Spreadsheets are bad juju – in most cases. You could also use a program like Crystal Reports to create a more permanent solution. Crystal Reports is included with some CRM/Database programs. It can also be purchased separately I got mine from TechSoup. It is well worth the cost and the time needed to learn it, which isn't long. I use it all the time, and we will discuss one of my favorite custom reports an APPEAL VARIABLE REPORT in a future blog.
Your report only needs the following info -
|Full Name||Last Gift Amount|
|All Salutations||Last Gift Date|
|Complete Address||Last Gift Appeal|
|Phone||First Gift Amount|
|First Gift Amount|
|Company Name||First Gift Date|
|Spouse Info||First Gift Appeal|
It might look something like this-
The reason I picked these fields is that they are the basics you would need to rebuild your database if something happened. It also serves as a handy reference. Click here to get a full-page example.
This report has saved me may times when I just need a piece of archived information, or my server is down. Just remember it is only a snapshot of your donors at a particular moment not a document to work from on an on going basis.
Later this month we will look at a couple of APPs that a will help you manage your data. Be sure to sign up to get updates if you are not presently receiving e-alerts.
January - Relationship Building Time
What should the Thoughtful Approach development office be doing in January? Besides getting the last of those acknowledgment letters out by the second week of the month, you should be thinking about two things- which of your 2013 donors did not renew in 2014. As well as which donors from 2012 did renew after taking a year off.
It might seem like an odd place to start 2015 but building these two sets of donors could easily help prepare for success in 2016 and beyond. Look at who did not renew- not just your “major” donors but contributors at every level.
First let's only look at renewals and two- year lapsed donors. I work very hard to have a renewals rate of at least 80%. That is relatively high so for the sake of this demonstration we will assume a 60% renewal rate on 10,000 donors (or 6,000 renewals). If that rate has held up over the last few years and your total donor population has stayed constant through acquisition you probably still have 4,000 lapsed donors from 2012. These are people who gave in 2012 but did not renew in 2013 or 2014.
Second, let's look at cost. We will take a tiny Peek at those acquisitions. I will hazard to guess that if you are mailing to 100,000 people and doing it really, really well you might be getting 1,000 new donors. Those new donors cost you a pretty penny.
Your renewals should only cost about .75¢ each which means your ROI for an average gift of $35.00 is $34.25 - not bad. Now what if you could get the 4,000 from 2012 to renew and do it at your average gift? Here is my suggestion -
Why not make some calls or drop some notes to both of these groups?
“Mrs. Donor, Thank you so much for renewing your donation to XXXXXX. But I am calling to learn more about your relationship with us and to invite you to …an XXXXX event. ” or “Mrs. Past Donor, I am calling to see how you are and to invite you to … “
Well, it doesn’t matter what you invite them to - just try to make a personal connection. In the course of your conversation, you will find out why they did or did not give in the past. You may also end up getting a renewal or even second gift. Most importantly, you will gain insight into who your institution's supporters are. I would strongly recommend quantifying this information and adding it to your CRM.
What that data is will depend on your organization or agency. It most likely will include a paragraph on your conversation, what their connection is to you, which of your programs they have the greatest affinity for and why they gave in the past.
It Occurs To Me
What do you think? Will the deserved generosity being shown to victims of Harvey affect year-end giving to none hurricane related charities? My thoughtful opinion is that those who have supported your organization for a couple of years will still support your year-end appeals. I do believe there will be weakening in the renewal rates of your newest acquisitions. As for this year's acquisitions, these will be soft. How soft is the question? Some of the softness may depend on how close to the affected area you are located. But I will certainly thoughtfully adjust my goals with all of this is mind.
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.
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 to meet them in person. Don't let this opportunity pass you buy. If you are in the New York area I hope you get a chance to attend FRDNY.
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.
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.
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.
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 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.
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?
I'll be live blogging from FRDNY so tune in. As always, this is a great day.
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.
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.
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.
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.
-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.
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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