I’m just going to go ahead and say what we’re all thinking. OMG IT’S DECEMBER AHHHH.
Great…now that we’ve got that out of the way, let’s get down to business.
We are zooming toward the big December 31 fundraising finale, but since I’m SURE you’ve got everything locked down and ready to go for your email campaign, it’s time to step back and do a gut check on your social media strategy. Indeed, it’s easy to focus on the big money-makers of web and email giving, but Facebook can give your end-of-year campaign a key boost, so whatever you do, don’t just Rudolph* it.
*Rudolph (verb) – (1) to ignore until important to the cause; Etymology: I just made it up
Thankfully, we’re here to help! So behold – your top social media tips for end of year fundraising:
Most of us have no trouble remembering things for longer than 30 seconds (so can goldfish, really, but it’s my metaphor and I’m sticking with it). So when your organization sends me a message saying “URGENT BREAKING NEWS: we need your emergency help RIGHT NOW!” — I tend to remember that.
And when a week, or a month, or a year goes by and you never mention that crisis again? Or how my support made a difference? Well, I remember that, too — and it leaves me wondering if the last crisis was really not that important, or if you didn’t notice that I took action or donated, or if you just think I’m a goldfish with internet access and a credit card.
That’s why follow-up messaging is so important. It shows your supporters that your priorities are their priorities. It reminds them how connected they feel to you and your issue. It proves that their support makes an impact, it gives them a reason to stay involved, and it shows that you value and respect them.
So, stop thinking of your supporters as goldfish, and start thinking of how you can use follow-ups to solidify their commitment and move them up that engagement ladder. Here are a few approaches that I really loved when they landed in my inbox:
Regular users of Google Grants are in a tizzy over a few recent changes to the program. The biggest source of consternation is the policy known as “one domain for one Grant.” In Google’s words:
“Google Grantees may only promote one website domain name: the website domain name associated with the registered nonprofit that was approved for Google Grants.”
Ok, so if you’re www.PistachioFoundation.org , you basically need to make sure that all your ads direct to a PistachioFoundation.org page. No problem, right?
M+R’s very own Sarah DiJulio and Planned Parenthood’s Stephanie Lauf presented a standing-room-only session on testing at BBcon 2013 — we called it 60 Tests in 60 Minutes. Here’s a recap and a few nuggets of knowledge.