Nonprofit organizations must find a new and exciting way to Tell Their Story, and win the hearts, and the funding, of potential donors. Effectively marketing your mission and programming provides an avenue for nonprofits to have a greater social impact, whether it is through increasing their own organizational capacity, enhancing their effectiveness, or reaching new audiences.
More and more, nonprofit organizations are using social media - blogs, podcasts, message boards, social networking and wikis – as a significant aspect of their communications strategy. For August’s Topics for High Performance, GCN is partnering with Turner to bring you the latest information on communications and social media strategies that will allow you to effectively market your nonprofit and Tell Your Story!
CenterView Newsletter
Find the August copy of CenterView relating to Telling Your Story and Marketing by clicking here.
Fundraising Spotlight - For this month's Fundraising Spotlight, GCN is bringing you an article written by Seth Miller, Marketing Technologist at Turner Entertainment Networks. The article provides suggestions on how to use social media in these difficult economic times.
What is the best way for a nonprofit with little or no marketing budget to utilize social media?
By: Seth Miller, Turner Entertainment Networks
When most organizations start thinking about social media and the opportunity to harness its power, the first consideration is usually cost. While a Twitter account or Facebook page are free to create, that doesn't settle for some important issues – like who will have time to tweet or handle the design and technical needs to create an engaging experience.The best advice when it comes to crafting your social media strategy is to learn to listen. If, for example, doing a simple search for your organization's name or area of focus yields no results on a network like Twitter, you probably shouldn't spend your time and energy on Twitter. In short, follow your intended audience and your existing fans.
And if Twitter isn't for you or if Facebook seems too daunting, don't forget about YouTube. Most people think YouTube is a destination for watching videos. It's also an enormous social network with hundreds of thousands of contributors who create videos, make comments and share links on other networks. Be open-minded about considering all the options.
Exploration and experimentation are important in social media. We're still in the very early days of a highly socially interconnected Internet. Norms of behavior and expectations of experience are ever-changing. Whatever social media strategy you adopt, you should be willing (and able) to evolve, based on feedback from your community.
Having – and participating in – this two way conversation is one of the central tenets of social media. It's more personal and conversational than a mailer, radio or television. It is an invitation for people to "talk" with you and to you. You should be listening to understand how they think, feel and act.
Most organizations forget about this vital part of the feedback loop and spend all their time crafting elaborate publishing schedules and editorial calendars. If all you offer via social media is your own point of view and your own content, you're missing an opportunity. You’re probably turning off some of the people you want to court.
Finally, it's important to be fully committed to whichever network – or networks – you decide to use. As the saying goes, you can't be half-pregnant. If you're going to do something, do it completely and be aware that social media may require a dedicated amount of your time and attention as you ramp up to being more comfortable and participatory.
In the end, have fun and be yourself. Social media is not a place for the inauthentic or the solely serious. It's a malleable, personable medium, and you'll have a great time exploring what you can do and how you can connect there.
Special Thanks To: Seth Miller, Marketing Technologist, Turner Entertainment Networks
Tools & Resources
TOHP Quick Tools
Nonprofit Social Media Primer. (September 2010). Frank Barry, Blackbaud.
Social Media for Nonprofits Resource Guide. (February 2010). Valley Nonprofit Resources.
Social Media Audit Brief: A Guide to Understanding & Implementation. (November 2010). NPower Northwest.
Nonprofit University Toolkits
GCN Members Only! - Toolkits include: job descriptions, suggested competencies, an interview guide, and job role assessment!
Login or Become a Member!
Additional Resources
Nonprofit Social Network Benchmark Report. (April 2010). NTen, Common Knowledge and the Port.
Nonprofits and Social Media: It Ain’t Optional. (October 2010). Geri Stengel, Ventureneer.
The Nonprofit Social Media Decision Guide. (July 2010). IdealWare and NOI.
Social Networks for Nonprofits: Why You Should Grow your Own. (April 2009). Joel Bush and Jeff Patrick, CommonKnowledge.
Social Networking and Mid-Size Non-Profits: What’s the Use? (November 2009). Timothy N. Ogden & Laura Starita, Philanthropy Action.
Networking Opportunities & Events
GCN MEMBER DAY
Click here to log in as a member and get all the details!
|