Are you allocating enough money, time, and talent to run a successful social media effort?
Social Media does not need to be costly, but just like everything else, you do need to put the right amount of investment in to get the result you are seeking.
In my article, Calculating the Cost of Social Media I outline what resources need to be considered for various levels of effort.
Did you know that 72% of all charitable contributions are made by individuals? That eclipses foundations (15%), bequests at (8%), and corporations (5%) by a large margin. In addition, 88% of dollars raised comes from 12% of an organization’s donors and that nearly 1/3 of all online donations are a result of peer-to-peer fundraising. (source: nptechforgood) https://nptechforgood.com/2015/09/16/20-must-know-fundraising-and-social-media-stats/
Now: Imagine if you could get enough existing individual donors to influence their peers to also become donors. That would be a pretty powerful thing, right? But that can only happen by creating and sharing stories that can be passed along.
People Prefer Stories to Stats
Statistics are a great way to inform people about an issue or a solution. They speak to the mind. We become more knowledgeable. We may share that knowledge with others making more people knowledgeable. That’s great. But if you want people to act and to be moved, you need to appeal to their emotions, and you do that with stories.
My first nonprofit client was the Atlanta Children’s Shelter. I received an invitation from them in the mail – you know, that box that the USPS puts a bunch of unwanted letters and flyers in that we all throw away without looking at? That’s what I did with their invitation; I threw it away.
It was only when I checked my email and read a message from a friend telling me to look out for an invitation from the shelter that I dug it out of the garbage, wiped the spaghetti sauce off, and realized that I’d been invited by a friend to attend a fundraising breakfast for the shelter. My friend was a table captain in charge of inviting people to sit with her at her table of 10. Not only did I want to support my friend, but I also suspected I would be interested in meeting the other people at her table, so I RSVP’d.
The event was lovely. I learned about what the shelter did and about the needs of homeless moms. It was educational. I was happy that I attended. And then it happened.
A beautiful woman who I spoke with when we were mingling before the event took the stage. Earlier, she told me she was a little nervous, and I assured her she would do great because of how articulate she was. As she ascended the stage, poised and graceful, she began to unfurl an awesome (in the old-fashioned sense of the word – full of awe) story: She had been a client of the Atlanta Children’s Shelter. She had been homeless. This radiant, intelligent woman was on the streets with her child. She did not represent what I had always assumed what homelessness looked like, yet there she was, telling her story.
I was hooked. I was ready to get involved. I was going to make some calls and see how I could help. But helping by pulling out my checkbook at that exact moment was not what I was thinking. The deal was still not closed. Not until I learned from the next speaker that their operating budget was a little higher than other shelters because their pre-school was NAEYC accredited.
I was a mom of two young boys and I knew the high standards of a NAEYC accredited preschool. I had removed my own children from pre-schools who chose not to renew their accreditation because of the cost of NAEYC. It was expensive, but I knew it was worth it. Here was a preschool for homeless children ensuring that even though these kids were off to a rough start, they were going to have a quality education. The moment I heard this my checkbook was out and I was writing the biggest check I could afford.
There are a number of lessons in my personal story. One is that direct mail is equivalent to throwing dollars in the trash.
- 5.6 million tons of catalogs and other direct mail advertisements end up in US landfills annually.
- 44% of junk mail is thrown away unopened, but only half that much junk mail (22%) is recycled.
- The average American household receives 848 pieces of junk mail per household, equal to 1.5 trees every year—more than 100 million trees for all U.S. households combined.
- Junk mail destroys 100 million trees a year—the equivalent of deforesting all of Rocky Mountain National Park every four months.
- Largely due to deforestation, junk mail manufacturing creates as much greenhouse gas emissions annually as 3.7 million cars.
- Americans pay 370 million annually to dispose of junk mail that does not get recycled.
Also, people respond to their peers and stories move people. But one of the more important lessons is you need to know what stories will move people. For me, it was her story plus the NAEYC accreditation that did it. However, once I started working with ACS I learned that most people did not put the latter issue high on their value list. Everyone has a different trigger.
Know Your Audience’s Hot Button Issues
People will donate based on what their values are. Nonprofits seeking donations can be one of the most competitive industries out there. The resources (money) that people are willing to give is limited and if they choose to donate those dollars to cure cancer, then they won’t have that money available for homeless children or premature babies. Individually, we can’t save the entire world, so we have to focus on giving according to what we value most.
Why do people give? Here are 7 main reasons:
- They feel like they are part of the community and it is their responsibility to contribute to the good of their community.
- Their religious convictions motivate them to contribute to the greater good.
- The see charitable giving as good for business either for tax breaks or PR opportunities.
- They get involved for the networking opportunities (remember why I initially went to the fundraising breakfast)
- They feel a moral obligation to “do the right thing.”
- They have been recipients of a nonprofit’s service.
- They were raised to share their wealth.
Your stories need to appeal to at least one of these motivations and it needs to do so in an emotional way.
Structuring Your Story
Stories do not have to be long. Consider the challenge to tell a story in six words or less which led to “For sale: Baby shoes, never worn.”
A single image can tell a story. For example:
Meals on Wheels
The key to a good story is that you get your audience involved with the main character. You show them the challenges they are facing and provide the opportunity for your audience to make a difference.
Telling your story through digital platforms today provides many more opportunities to build relationships with your donors based on what they care about. Through retargeted ads, you can show
specific ads for stories that are already resonating with them.
Every social network is investing heavily in video which is a more dynamic way to share your stories.
Most importantly, stories shared online and through social ads allow your audience to get engaged through comments and by sharing them with their peers.
Remember that 1/3 of all online donations are a result of peer-to-peer fundraising.
That is a big deal.
Many nonprofits feel the need to post content daily on social media, which yes, you should post daily. But be careful to not post content just to mark it off your to-do list. There are nonprofits that I have supported, that I have been passionate about, but that I had to simply unfollow their social sites because when I saw the updates my attitude was “so what!” or “that again?” Be mindful that your content is constantly compelling by being passionate about the story you are telling as opposed to feeling compelled to post an update.
When you tell your stories, make sure you lead your audience to a call-to-action that is appropriate and seamless. Maybe you’re focused on increasing awareness about your mission and therefore your call-to-action is for your audience to spread the word. Maybe you need your audience to get involved and write to their representatives. Maybe you need volunteers.
Your call-to-action does not always need to be and should not always be about giving money. Give people other opportunities to get involved and the money will come.
Make sure your audience does not need to jump through weird hoops to respond to your story. They should be able to email with a click, not have to copy and paste or write down an email address. They should be able to donate through a site like Paypal, where they do not even have to pull out their wallet. Make sure volunteer opportunities are specific and signup is easy.
As a nonprofit, you are on a mission to make the world a better place. That mission is driven by the stories of the people you serve. Their stories drive the passion of the people who work in the nonprofit every day. Share those stories with that passion and your donors will work for you.
Online communities are powered by social technologies such as private labels like Mighty Network and groups within Linkedin and Facebook. Technology makes them possible but passionate people with shared interests make them successful.
Currently, there are thousands of online community sites competing for attention as well as thousands of tools people can use to express themselves online.
Building an online community around a specific brand or niche topic takes knowledge, time, and dedication.
Step 1: Define why you want to build an online community?
Are you trying to build a place that supports people’s passions while your brand stays top of mind? Do you need a community where your members help each other solve problems? Are you looking for insights and ideas from your customers?
The answer to why you are building a community will define the rest of your actions. If you are trying to build a community for marketing, PR, or advertising reasons, it will probably fail. The best reason for building an online community is to support the passions of the members.
Step 2: Researching existing online conversations
Here are 4 questions to ask yourself:
- Are people scattered throughout the web looking for a place to call home? Basically, are conversations sprinkled throughout the web?
- If the answer is yes, then is there enough passion to create a community around the topic or industry you want to build a community around?
- If strong communities already exist, how can you join them as a welcomed member?
- What groups of people will benefit from your community objectives. Are you looking for moms? dads? young professionals? geeks? entrepreneurs? financial wizards? and so on and so on.
There are a lot of strange people on the web. When building your community it is in your best interest that you have defined who you are looking for vs opening the door to anyone looking for you.
At this point, decisions need to be made about whether or not to build your own branded community, support the goals of existing communities, or both.
Step 3: See a need, fill a need
(image of Bigweld from Robots)
If you have found a point of passion that has not been served by other online communities then you have found a need that you can fill. However, you must ask yourself why someone else has not filled the need yet. Seriously, social media has been around for several years, what has been the obstacle? I promise you that you will face that obstacle as you go forward to build your community.
It may be that the members you would be serving are not active on social media sites yet, or they see social media as a way to connect with friends and family and not as a way to connect with brands or explore their other interests. It may be that the information they would need to provide to make such a community a success is not something they would be comfortable sharing.
If you have found strong communities already exist you need to find out what you can offer that the community members are not already receiving. It might be that no one has ever organized an offline event for the members to meet face to face.
The thing is you have to find what your members need that also aligns with your initial objectives (don’t get sidetracked as to why you are doing this) and then fill a need.
Step 4: Developing the right tools for the right job
This one seems basic, but it is not at all. The web has changed a lot over the past….few months. Yes, the past few months and it will change again in the next few months. Make sure you are finding tools that will be around and be relevant when you need them as well as tools that are agile enough to adapt to the latest changes on the web. Not to mention tools that will help your community connect, communicate, share, and organize.
Step 5: Designing win-win opportunities for community members
As your community is growing you will get tempted to think it is all about you. It’s not. If you start making it all about you then your community will leave. Every step you take, every decision you make, has to be a win-win. If you ask a question, perform a survey, promote a product – ask yourself what is in it for the community members and make sure you let them know what is in it for them.
Step 6: Creating content that Educates, Entertains, and Inspires
People are on the web for three reasons; to be educated, entertained or inspired. The more you can do of all three the more your community members will return to your site.
It takes a lot of work to build a community, and once it is built it is not self-sustaining. People leave communities that they are invested in all of the time. You must continue to be relevant to your members. You must go through steps 1 through 6 over and over again.
One final note. Having thousands and thousands of followers on Twitter or fans on Facebook is not a community. Depending on your objectives, you can have more success by having 100 people connecting in a group than you will have with a million followers on Twitter.
Are there any other steps to community building that I missed? What do you think is the most important step? Need help getting started?
What do you need to run a successful social media campaign? Time and money.
You need time to research the web, get to know the people you want to connect with, develop your message, and build relationships based on mutual trust and values.
You need money for advertising, landing pages, applications, multimedia, and any other flashy gizmos.
There are very few organizations that have very much time or money to dedicate to a social media campaign. Oftentimes they will contribute what resources they can, watch their campaign flap around like a fish out of water and then declare defeat.
If you have little time and money, it is best to double up on one and go little to none on the other. There are many free sites and
tools available and most campaigns can be run without spending money on advertising, landing pages and so forth. However, you will need to double or maybe triple the time you spend creating content, engaging in dialog, and promoting your efforts throughout social networks. You will also need to allocate time upfront to develop realistic goals and milestones that map to your actions and results on a weekly basis.
If your boss knocks on your door and tells you there is an event happening next week that he wants you to promote via social media, and you do not already have an engaged community you can work with, ask for a big check. You can be successful in social media within a short period of time if you are able to buy some attention. This is more than buying advertising space, you will need to get some creative folks involved as well.
If you find yourself without time or money and with a demanding boss who wants to see this social media stuff work, no need to fret. Set up appropriate expectations. What can you get done in a week and how does the value of what you accomplish relate to the ROI of traditional communications. For example, can you find the right people are twitter to mention your initiative? Can you align with a partner who has a large Facebook fan base? Can you make your initiative newsworthy and get the attention of the media? When it comes time to report your results, highlight how social media outperformed the expected results of traditional communications. For example, your Cost Per Impression in social media vs traditional advertising might be much lower. Also, explain how social media efforts can be even more successful give more time or more money.
However, if you start spending the time upfront to build and nurture your community the majority of your work will be done when your boss asks you to work miracles without a wand.
“To be prepared is half the victory.”
– Miguel de Cervantes