SOCIAL MEDIA | NONPROFIT CHALLENGES

RELEVANCY – Content and conversations must be of interest to the intended audience. The content must be interesting, stimulating, and persuasive – but more importantly it must provide value. In other words, if all you provide are updates on your latest Starbucks purchase or the fact you are tired and going to bed early on a Friday night your followers are going have limited value to you and you are going to have limited value to them. You will be fair weather friends – but that’s about it. As a nonprofit you need to expect much more from all your social media outlets including blogs, Facebook and Twitter among others. Content must have value – it’s that simple.

LISTENING – You’ve heard it a million times, perhaps from your mother, but it’s true… you need to listen instead of talking. No one likes or enjoys someone that only talks about themselves. Additionally, no one likes a lopsided conversation; even the incessant talker likes some feedback now and again; even a simple nod of the head in acknowledgment of what was just said. Nor does a talker like to think they are speaking to a brick wall and the listener doesn’t want to be lectured or spoken down to. Follow the simple axiom of listening first and talking second. It will serve you well. This will help you foster a compelling dialogue between you and others.

ENGAGEMENT – Providing relevant content while fostering a compelling dialogue are two key steps to improving your social media presence. But creating engagement is the glue that holds it all together. Engaging means sharing ideas, exchanging knowledge, encouraging innovation and providing thought leadership while helping others to improve their own knowledge and form their own views. Engagement means fostering an atmosphere that transcends the simple exchange of information and somehow digs deeper into something that bonds you, the nonprofit and those you are in dialogue with. People have a hunger to learn more and the engagement you create will be the catalyst for this effort.

Anyone that has either taken a marketing class or watched the classic movie Glengarry Glen Ross – namely the opening scene with Alec Baldwin, which no one should watch unless you can handle a diatribe of foul language, will understand what AIDA means – Attention, Interest, Decision, Action. This is a tried and true marketing axiom that has relevant meaning to all marketing and advertising efforts on many levels. It has deep and profound meaning to anyone in the industry. And it primarily culminates with someone taking ACTION – which in marketing and advertising terms culminates in the purchase of a service or a product.

But what does it mean for fundraisers? Well, a lot really – but, I would like to suggest a new twist on the traditional approach of AIDA,which is perhaps more relevant for nonprofit fundraisers.

The fundraising AIDA amounts to – Attention, Involvement, Dedication, Advocacy.

Let’s see how this plays out. In nonprofit fundraising we are clearly interested in the particulr ACTION of getting a donation - but more importantly we are interested in involving, engaging, and building advocacy. If we do this effectively the gifts will follow.

So let’s break it down:

ATTENTION: Get the person’s attention through whatever means we can effectively reach them – online, direct mail, advertising, face-to-face meetngs, and so forth. Get them captivated with what and who your organization is and what you do – especially introducing how you are making an impact and changing lives. Make them a believer in your organization, or at the least, someone that yearns for more knowledge about you .

INVOLVEMENT: First and foremost we must get the donor, volunteer or other constituent involved in what we are doing. The donor this day and age needs to feel connected with the organization they support. It’s no longer just about the money someone gives you, but how they engage and get involved with the organization. Because people want to get involved – they want to feel part of something bigger then themselves. This might include volunteering or offering gifts in kind or simply being a friend of the organization. Regardless, at this stage we are drawing them into our vision and mission in a deeper way.

DEDICATION: The next step is for people to feel a strong enough connection that they are truly dedicated to the mission and purpose of the nonprofit. In other words, they may offer money and they may offer their time – but either way, at this stage they are feeling much more connected in a personal and perhaps emotional way. They are no longer just a donor or a volunteer – they have now somehow stepped over a line that makes them feel they are a part of something bigger then themselves.

ADVOCACY: During this stage the donor, volunteer, board member, community person, etc – is feeling like they are really, really connected to the nonprofit. They love who you are and what you do. They will talk about you and they will unabashedly let people know they are “connected” to your organization. These are the people that may give lots of money during their life or leave a legacy gift at death, but most importantly they identify with your organization and tell the world that you “are the best charity that ever existed”. At this stage the money will follow. We don’t need to overly solicit them or convince them to support you – they do it on their own because they are true advocates.

So, at the end of the day we are most interested in connecting with people at a much deeper level then just receiving their money. Yes, we want to engage their wallet – but more importantly we want to engage their heart and their mind and connect with them on a very personal, transformative level so they become true advocates - and faithful givers at the same time…