Great Fundraising Organizations, by Alan Clayton. Book cover.

Integrating Social Media into other Marketing and Fundraising Activity – a discussion

Howard Lake | 2 March 2009 | Blogs

I was lucky enough to attend the much mentioned NFPtweetup (a meeting for members of the online not for profit group on twitter) last week.  I won’t repeat what’s already been posted but I did contribute to a really interesting discussion on how social media tools like twitter could be integrated into the broader fundraising and communications mix.

These are some of the points we discussed and solutions suggested.  I hope you find them as useful as I do.

Planning and Execution Considerations

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Great Fundraising Organizations, by Alan Clayton. Buy now.

NB – That’s not to say that your organisational personality is the right one for your target audiences, however!!!  If in doubt, you may have to do some more thinking.

Technological Considerations

Profile Considerations

  1. If you have both a personal and organisational profile, try to remember which is which and post appropriately.  Your organisational stakeholders may not care what you watched on TV yesterday!
  2. Your organisation’s personality should be at the centre of the posts, not yours, so it is a good idea to practice ‘ghost writing’ as if you actually were the organisation
  3. Remember that you don’t have to say everything in a social media post (in fact you shouldn’t) and use links to other communications channels to give your audience the kind of interaction they want
  4. If professional, remember that social media is just that!  Don’t overtly sell, preach, or pressurise anyone and above all, make sure you give people the opportunity to interact with you as well as talk to them. 
  5. Uniquely, social media provides more opportunity for 2-way communication than ever before so encourage it for your organisation and acknowledge it when received.

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