engaging donors through social media

You know how important social media is. You know your constituents - both young and old - are using it. Are you?   

Non-profits wanting to propel their mission forward and not be caught in the status quo must build an active and integrated social media strategy to engage their stakeholders. Building and keeping an engaged constituency is only becoming tougher as people become busier with many areas of their lives.  Twitter, Facebook, Google +, YouTube, LinkedIn and other social media sites are an easy way to keep them involved and let them be “active” in talking about, and therefore promoting, your organization.

Take Mike for example. He is a university grad who is 15 years out from graduation, has a rapidly rising career that demands a lot of his time, and is starting a family. He had a great experience at his alma mater and would like to stay involved more than he does, which currently consists of modest sporadic donations. Although the university has asked him, he doesn’t have time to mentor a student, guest-lecture in a class, or attend alumni events. What could he do to help the university and feel connected? 

He could help spread the word to his peers about news and events at the school through social media networks. He is on Twitter and LinkedIn.  Many of his contacts include business peers who are former classmates.  The university could engage him online through good content and discussion, and he would then share important messages and forwarding invitations to events and appeals for donations.  The school should have a LinkedIn group where they (and he) can brag about the support he gives and the project he gives to at the school. This will not only make him feel as if he is doing his part, but also keep him more connected so that he will be more and more willing to increase donations. Oh, one thing- it must be easy for him to share information and donate online.

The old adage that the best marketing is word-of-mouth holds true in today’s plugged-in world. Remember that you want to talk with them, not to them. Have content worth spreading. Make it personal by engaging in inspiring conversations, not just one-way announcements. Make sure to follow what is being said about you online. This way, you can join in the conversation and add value, thank your constituents and even correct misconceptions. It’s also a great way to learn what is relevant to them. And as we already know, this is the key to build lasting donor relationships, online or off.