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In This Edition:
News Update:
•Social Sharing: Tips and Best Practices
Tips Section:
•Branding …
7 tips for shifting awareness to action •Donors …
4 essential elements of relationship management •Events …
3 ways to make a bad impression
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 Tell-a-friend! | Social Sharing: Tips and Best Practices
The proliferation of online social media platforms -- Facebook, Twitter, and LinkedIn, for example -- has given individuals the opportunity to create and instantly disseminate snippets about their thoughts, activities, opinions, and more. One person mentions what they ate for breakfast. Another writes about a bad customer experience they had with a well-known airline. A third posts a rave review about their new iPad. A fourth links to an online petition they just signed to protest how the Gulf Oil spill is being handled. “Social media has transformed how people share information with each other, and has been the catalyst for companies to change their engagement strategies to remain relevant,” said Casey Flinn, senior product manager for Convio in Austin, Texas. “Regardless of the risks with private and public information are being blurred, people gain emotional gratification when they think people are listening to what they have to say, and the one “person” they want listening is you -- so make sure you have a plan to engage these new audiences.” In the world of consumer goods, social sharing is a powerful force that empowers your brand-advocates, and brand-bashers, to shape the perception of products and services within their social networks. “Organizations have always had their supporters and detractors. Social media just allows a person’s message to spread farther and faster than ever before,” added Flinn. “Smart organizations have realized that it’s not about control; it’s about participation and always giving their advocates something good to talk about. Social sharing creates new channels for any organization to interact with these peer-to-peer networks that were once a distant dream.” Click Here to Read Complete Article... |
| | Tips Section:
Branding …
7 tips for shifting awareness to action
The term “Scarlet Woman” has taken on a new meaning, thanks to the American Heart Association (AHA) and its Go Red for Woman campaign, created to raise awareness of heart disease as a killer of women age 25-54. Speaking during the recent Social Capital 2010 conference in Washington, D.C., Kathy Rogers of AHA explained that the organization was successful in raising awareness and that the awareness has shifted to action, but there were lessons learned along the way. Those lessons were: • Set goals and establish metrics. The right goals keep strategies and tactics aligned. Metrics are critical to showing success to constituents. • Build a collaborative, integrated team. The entire team is held accountable to the shared goals. The team should push outside boundaries and be open to new ideas. • Infuse individual giving opportunities. Ensure that giving opportunities are built in for all segments. Offer multiple ways to give. • Balance master brands with sub-brands. Sub-brands were designed to make the AHA relevant to consumers, while leveraging the organization's science and credibility. • Understand audience segmentation. More relevant content is delivered with focused segments. • Know sponsor exclusivity by category. National sponsors, such as Macy's and Merck, receive category exclusivity at national and local levels. • Be aware of asset exclusivity. Assets of the campaign, such as the Go Red BetterME Coaching Tool, are exclusive to one sponsor. |
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| | Donors…
4 essential elements of relationship management Despite all the good feeling anyone has about the mission of nonprofits, the fact is that any effective organization requires good organization and management. During the recent annual conference of the Association of Fundraising Professionals, Lisa Howley of Johns Hopkins Institutions in Baltimore explained that one necessary aspect of nonprofits’ operation is an effective relationship management system. It isn’t enough to have a cohort of happy-to-help donors. Good management of the relationship provides an intelligent framework, coordinates fundraising and engagement efforts, maximizes staff collaboration, creates consistency and accountability and provides institutional memory. Howley presented four essential elements for good relationship management. • Policy. The critical components are scope and management, principles, staff roles and expectations, prospect assignment, moves management and clearance. • Procedures. The critical component here is having procedures that are documented to support policy, practices and the database. • Practices. This requires clearly defined system management responsibilities for executive team management, managers and relationship management staff, as well as performance management. • Database tracking. It is important to start with the end in mind, record what you value and set clear expectations for collecting, recoding and reporting data. Howley offered this tip: “Record what you value; don't value what you record.” Collecting of data involves the database system, date entry management and ownership and sources of collection. |
| | Events …
3 ways to make a bad impression
The current economy has forced many people to cut down in their lives -- staying away from luxury items and taking it back to basics, according to Jay Fiske, CEO and co-founder of MaestroSoft, Inc., in Bellevue, Wash. But that doesn’t necessarily mean you should downsize or cancel your auction event. Fiske explained that your donors already know the economy has taken a dive. You shouldn’t apologize for raising funds for your important cause. Here are his other thoughts about when it’s a bad idea: • All the wrong reasons. Fiske explained that a driving factor in downsizing or postponing events is the fear of failure. Nonprofits love when they hit a record fundraising goal, but hate seeing that the next year misses its mark. The event is a way for donors to show their support – don’t make it into a race against the thermometer mark. • Sends the wrong message. Fiske asks, isn’t half a loaf better than none? By cancelling or postponing an event, you are essentially saying don’t need their money. You should also think about how cancelling an event could create a budgeting shortfall. When organizations need to increase their efforts, can you afford not to have this event? • Makes it harder long-term. For couples, absence might make the heart grow fonder. But for your donors, absence might just allow supporters to forget about you. It is always harder and more expensive to acquire a new donor than to continue cultivating a donor already familiar with your work. And with fewer dollars out there, you want to make sure your organization is not forgotten. |
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