Prepare For A Multi-Channel Fundraising Campaign

Ann Green Communications, fundraising

Fundraising season is here!  What’s the best way to reach out to your donors – by mail, email, social media, or phone calls?   It’s a combination of all of these.

Direct mail still has a place, but many people give online.  Unless you know your donors really well, it’s hard to predict where they will see the message and how they will donate.  Some may respond to the direct mail piece, but donate online. Others will see your email message, but prefer to send a check.  Some of your donors will respond to the first appeal, while others need a few reminders.  This is why you need a multi-channel approach.

BEFORE YOU START

Clean up your lists
Make sure your mailing list and email list are ready to go.  Take care of that pile of address changes that has accumulated over the year. Check for duplicate addresses, misspelled names, and typos. You don’t want to offend your donors by spelling their name wrong or sending two pieces of mail to their house.   

Prepare your website
Make sure you have a donation page that’s compelling and is easy to use.  Test all links in email messages and social media posts.  The last thing you want is a donor contacting you about a broken link or having to hunt around on your website for the donation page.

Right before your annual appeal goes out, include a blurb on your homepage that your appeal is underway.  Make sure your donate button is in a prominent place.

Here is more information about creating a great donation page.  
How You Can Create A Welcoming Website – Part Three – Your Donation Page

Consistency is key
Your messages need to be consistent across all channels. Use the same story and call to action in direct mail, email, and on your website.  Everything you send out needs to look like it’s coming from the same organization.

SAMPLE SCHEDULE AND STRATEGY
Come with a schedule of when the appeals will go out.  I’ve created a sample schedule below.  Of course, you can adjust the timeframe as needed.

November 1
Give your supporters a heads up by email and social media. Let them know that your annual appeal is underway and they should be receiving a letter from you soon.  Encourage them to donate online right now.  This means your donation page needs to be up to speed.

Week of November 5
Mail out your appeal letter.

Week of November 12
Send out follow up reminders via email and social media.  If possible, don’t send reminders to people who have already donated.  Otherwise, be sure to thank your recent donors.  You can even phrase your reminders as more of a thank you or an update.

A big thank you to all of you who have donated to our annual appeal.  We are more than half way to our goal.  If you haven’t donated yet, please help us out today by visiting our website (include a link to your donation page) or send us a check (provide address). 

Week of November 19
Send out another reminder.  It’s a busy time of year and some people might need a gentle nudge.  

Week of November 26
Start making reminder calls.  If time is an issue, you could just call people who have donated before. That’s probably most effective.  Again, some folks just need a friendly reminder.

December and beyond
Keep sending reminders throughout December.  It’s tricky because you want to get your message across without annoying your supporters.  Continue to send out your newsletter and other updates. Tie in success stories with your appeal.

Network for Good recommends sending a fundraising email on December 27 and then each day from the 29th through the 31st.  This is especially relevant if your fiscal year ends on December 31 or your donor wants to give before the end of the calendar year.

Look to see who hasn’t contributed yet.  Concentrate your efforts on those who are most likely to donate, such as past donors.  

Also, keep track of how many donors come through each channel.

We live in a multi-channel world.  Take time now to plan your strategy in order to boost your fundraising results.

Here is more information on multi-channel fundraising.

Creating a Multi-Channel Fundraising Campaign

Multichannel Fundraising

Photo by 2create via Flickr

Invest In Thanking Your Donors

Ann Green Communications, donor relations, fundraising, writing

As I was figuring out blog posts for the fall, the usual topics came to mind – annual appeals, thanking your donors.  I decided to write about thanking donors first because this is just as important as the appeal letter, and many nonprofits don’t invest enough time in it.  A great thank you is the first step towards a good long-term relationship with your donors.

Two ways to go the extra mile when thanking your donors are to send a handwritten note and make a phone call.  Both of these will take a little planning up front.  Why not start now so you are ready to go as soon as your donations come in.

Remember, you need to thank your donors no later than 48 hours after you receive their donations.  

Send a handwritten note
A few handwritten sentences on a nice card is going to make much more of an impact than a printed thank you letter. It’s much more personal. Think about creating a thank you card or postcard with an engaging photo on the front. 

Since you will only be able to write a few sentences – make them count.  Use a warm, conversational tone. Try something like this.

Dear Susan,

You are amazing!  Your generous  contribution of $50 will help us buy two new coats for the kids at our family shelter.  Just in time, too.  The cold weather is coming.                

We really appreciate your support.

This shouldn’t take you that much time and it is time well spent.  You can put together a team of staff, board members, and other volunteers to write the notes.  Here is more information on why a handwritten note is so effective.  Like one of the people commenting on the post below, my mom also stressed the importance of writing thank you notes.

The Power of a Handwritten Note
Call your donors
Calling your donors to say thank you is an easy, yet effective way, to show appreciation.

This is also something your board members can take on.  The executive director or other staff can make calls, too.  Make sure you find people who are comfortable making phone calls and want to engage in a conversation with donors.

Start planning this now.  Come up with script and a spreadsheet to record notes.  You may want to conduct a little mini-orientation to get your callers pumped up and give them an opportunity to practice.  Here is a sample script.
                
Hi, this is  ________ and I’m a board member at X nonprofit.  I’m calling to thank you for your generous donation of $50. Thanks to you, we will be able to buy two new coats for the kids at our family shelter. Just in time for the cold weather, too.  We really appreciate your support.

It’s fine to leave a message, but be sure to provide a call back number in case the donor wants to talk with someone.

Not only is calling your donors an effective way to say thank you, it can help you raise more money in the future.

Speechless
A simple strategy that increases donations by 35%
How Your Board Can Increase Donations by 39%
Invest a little time and energy in showing gratitude to your donors.  Say thank you in a way that shows you mean it and not as if you are just going through the motions.
Photo by Jon Ashcroft via Flickr

Make A Lasting Impression

Ann Green Communications, donor relations, marketing

First impressions matter, but so do good, lasting ones.  This applies to everything you do – fundraising, marketing, volunteer recruitment – and all types of communication channels.  Many nonprofit organizations will spend a lot of time creating fundraising and promotional pieces to draw people to their organization to donate or volunteer, but don’t do enough to keep them there.

Here are some tips to help you make a lasting impression.

Fundraising – Donor Relations
You have worked hard to produce a donor-centered appeal letter and the money is coming in.  Do you wait two weeks and mail out a generic thank you letter that looks like you are sending it out because you have to and not because you want to?  Or within 48 hours do you do something memorable like sending out a handwritten card or calling your donors to thank them?  According to this piece by John Lepp, that phone call can leave your donors Speechless
Look to see how many of your donors are repeat contributors and how many of them have increased their donations over the years.  If neither is the case, work on impressing them more.

Newsletter – Email updates
Don’t just thank your donors and then not communicate with them again until you ask for another donation.  They need to hear from you on a regular basis in ways in which you are not asking for money. Aim for at least every two weeks.  Your donors need to know how you are making difference.  Share success stories and keep thanking them for their support.

I still believe newsletters have a place in nonprofit communications.  If you do send out a newsletter, it needs to be donor-focused, short, and sent out on a regular basis.  If you choose not to send out a newsletter, then send out email updates.

Some organizations intend to send out a monthly newsletter, but then do it sporadically.  That doesn’t make a good impression.  With a little planning that includes creating an annual editorial calendar, you should be able to keep your supporters updated on a regular basis.

Choose Quality Over Quantity – Part One – Your Email Newsletter
Social Media
Social media is another way to share your success with your supporters.   You can post to social media more often (a couple of times a day is acceptable), but make it consistent. Don’t start posting every day, and then not at all. Also, make sure you are sharing something your donors will be interested in.

One of the great things about social media is you can start a conversation.  Ask questions and encourage feedback on your Facebook page or blog.  Share links from other organizations on Twitter.  Engage and make an impression.
Choose Quality Over Quantity – Part Two – Social Media 
Website
Your website will not only be seen by your supporters, but by people who don’t know you.  Good, lasting impressions are crucial.  You may have spent a lot of time creating a snazzy new website, but then don’t keep it updated or don’t realize that the donation form is really cumbersome.  Is this the impression you want to leave?

Remember to make a good impression, but make sure it’s a lasting one. 

Photo by Chocolate Geek via Flickr

Get Organized – Start Preparing For Your Annual Appeal

Ann Green Communications, donor relations, fundraising, marketing
Photo by Howard Lake via Flickr

September is here.  Have you started preparing for your annual appeal?  

Many nonprofits rely on fundraising for a good portion of their revenue.  It’s never easy to raise money and an uncertain economy makes it even more challenging.  You need to invest time in creating a great fundraising campaign.

Here are a few ways to get started now.

Stories
In previous posts, I’ve written about the importance of gathering stories to use in your fundraising and marketing materials.  Your fundraising letter should start with a story.  Find a compelling one to use in your annual appeal.

Pictures
I’ve also written about creating a set of great photographs.  An engaging photo will enhance your appeal letter, online donation page, or pledge form.  You know the saying “A picture is worth a 1000 words” – It’s true.

Here is more information about creating stories and photos. 

Do You Have Good Stories To Tell?

How much money do you need to raise?
I hope you have a fundraising plan for 2012 that includes how much you need to raise in your annual appeal.  If not, you need to determine that before you start your campaign.  You can state your fundraising goal in your appeal letter and on your website, if you would like.

Accomplishments and plans for the future
Your appeal letter should highlight some the year’s accomplishments and state what you plan to do next year.  Focus on the people you serve and show how you are making a difference with your donors’ contributions.  For example, let’s say you run an afterschool program for high school students.  Share your success of reaching your goal of serving X number of students.  Next year you would like to expand and serve middle school students, as well.

Donating online  
Many more people are donating online now.  Make sure your home page highlights that your annual appeal is underway and includes a link to your donation page.  Your donation page needs to be user friendly and consistent with your other fundraising materials.  

Here is more information about putting together a great donation page. 
How You Can Create A Welcoming Website – Part Three – Your Donation Page
Giving levels
Create a set of giving levels, if you don’t already have them.  What does $25, $50, and $100 fund?  Project Bread’s online form (below) gives concrete examples of how donations at each giving level can provide food to hungry families.
Project Bread’s Donation Form
Monthly giving
I also recommend setting up a monthly giving program (both online and offline).  This is a great way to get larger contributions.  Promote it in your appeals.  Some people might balk at donating $100 or more, but if you present it as $10 a month ($120 a year!), it sounds more feasible.

Keep your current donors happy
Finally, your best bet for contributors to your 2012 appeal are your current donors, and you want as many of them to renew as possible.

I hope you having been showing gratitude and keeping your donors updated on how you are making a difference all year round. Continue to do that.  Keep your newsletters and other updates donor-focused.  Start highlighting some of your accomplishments and future plans now.  And, don’t forget to say thank you.

Also, some of the people who subscribe to your newsletter or follow you on social media are not donors (yet).  If you impress them, maybe they will become donors.

I’ll be writing more about annual appeals throughout the fall.  In the meantime, what are you doing to prepare for your annual appeal?

Get Organized This Summer – Prepare for your Annual Report

Ann Green Communications, donor relations, fundraising, writing
Photo by Eric (aka Herve) via Flickr

Over the last couple of weeks, I have been offering tips to help you get organized during your summer “downtime” and prepare for a busy fall. 

You may not be thinking about your annual report during these lazy, hazy days of summer, but you should be. Putting together an annual report can take awhile.  However, if you start preparing ahead of time, you should be able to get it done by the beginning of next year.

While you won’t be able to do everything, such as financials, there is a lot you can do now.  Some of the components listed below are not exclusive to your annual report.

Your annual report doesn’t need to be a glossy 20 page document.  If you are a small organization, that would not be a good use of your resources. The trend now is about four to six pages.  All annual reports – short or long – should be visual and not filled with long-winded text and statistics.

Remember that the focus of your annual report is showing gratitude to your donors and demonstrating how their support has made a difference.

What can you work on ahead of time?

Stories
Gather stories about the people you serve.  It’s a good idea to have a set of stories available to use in a variety of materials besides your annual report.  These include your annual appeal, website, and newsletter.  Stories are much more captivating than explanatory text.

Quotes
Work with your program staff to interview clients and find interesting quotes.  You can also use quotes in your other materials.  Put together a quote bank for future use.

Pictures
Invest time in creating some great photographs. Your supporters are not going to spend much time reading your annual report, but if you can engage them with photos, you should be able to tell a story instantly.  

Choose photos of people participating in an activity, such as kids in an afterschool program.  You’ll save time in the future if you have a collection of photos to use in all your fundraising and marketing materials.

This link will give you more information about creating stories and photographs.

Do You Have Good Stories To Tell?
Accomplishments
Last year I wrote a post about annual reports and suggested keeping a running list of accomplishments.  Does your Organization Need an Annual Report?  

If you have been doing that, great. If not, start thinking about what you want to include.  Have you met or exceeded certain goals?  Be sure to list accomplishments and not activities.  Show results and how you have made a difference.

Donor list
Depending on what type of donor database you have, it may or may not be easy for you to quickly compile a list of donors by giving level.  If it isn’t, why not start on this now and save time later.

These are a just few areas where you can get a head start.  I’ll revisit this subject again in the fall with more information on creating a great annual report.

Get Organized This Summer- Make Your Messages Clear and Consistent

Ann Green brand identity, Communications, marketing, writing
Image by Thiago Esser via Flickr

Over the course of the summer, I am offering tips to help you get organized during what may be a slower time, and prepare for a busy fall.  

All nonprofit organizations need a clear set of consistent messages to use in their fundraising and marketing materials, but many do not have these.  According to a recent survey by Nancy Schwartz from Getting Attention.org, only 24% of respondents said their messages connect with their target audiences. It makes you wonder how much time nonprofits invest in messaging. Marketing Consultant Chuck English wonders the same thing. Nonprofits don’t care about marketing
Create a message platform
Does your organization need a message makeover?  Putting together a set of clear, consistent messages, also known as a message platform, may take some time up front, but it will be time well spent.  Now whenever you create a fundraising letter or content for your website, you can draw material from this set of messages.  Having a consistent set of messages is essential when you have more than one person writing for your organization and as new staff or volunteers join you.  All your materials need continuity and a single voice.

The links below will help you create a message platform. Everyone in your organization – staff, board, volunteers –  is a message ambassador, and needs to be involved.  Although, that doesn’t mean they should be involved in every step of the process.

You may want to get some initial input from the staff and board.  Ask everyone a few key questions, such as:

  • What do we do?
  • Who do we serve?
  • Why are we important?
  • How are we unique?
  • What impact do we make?

If their answers are all across the board, then you have a lot of work to do.
A small group – marketing staff and board members with marketing experience – should put together the message platform and then introduce it to everyone else.  You may not be able to finish this in the summer due to people’s vacation schedules, but at least you can get started.
How To Get Everyone In Your Organization To Be Consistent In Messaging

The 4 Cornerstones of an Engaging Message Platform


Build Your Message Team
Create a style guide
Continuing on the theme of consistency, I strongly recommend putting together a style guide.  A style guide can cover both elements of your written material (editorial) and the look of your materials (design). You can put your parts of your message platform in here, too, once you complete it.
It shouldn’t take you a lot of time to put together a style guide and it doesn’t need to be long document.  However, it will save you a lot of time in the end.  It’s a huge help if you don’t know whether or not to use a serial comma, or what fonts you should use in your materials.  Again, this is important if you have more than one person writing for your organization, or if you use volunteers who aren’t there full-time.   

Overall, it ensures that your materials will have a consistent message and look.
Create a Style Guide for Your Organization
Take some time this summer to make sure that your messages and materials are clear and consistent.

A Website Checklist

Ann Green Communications, marketing, website, writing

This post was featured in the September 2012 Nonprofit Blog Carnival

Ten posts to take your website to the next level

Even in the age of social media, websites are still one of the first places people go to in order to get information. That’s why your nonprofit organization needs one that’s welcoming and audience-centered.   

Does your website pass that test?  Use the checklist below to find out. 

Home page
Your home page is often the first place a newcomer will visit.  Make it an entryway to the rest of your website.  
  • Is it free of clutter and easy to navigate and read? 
  • Does it include an engaging photo and a small amount of text, such as a tagline or position statement?
  • If you are highlighting something such as an event, is the information up-to-date, and is it the most newsworthy item you can feature?
  • Does it include a Donate Now button that’s prominent without being tacky?
  • Does it include a newsletter sign up box and social media icons?
  • Is the navigation bar easy to use?
  • Does it include a search feature?


More information on creating a great home page.

How You Can Create A Welcoming Website – Part One – Your Home Page
Donation page
More people are donating online and this trend will continue.  If you are planning to do a fundraising appeal soon, now is a good time to make sure your donation page is up to speed.
  • Is it easy to use?
  • Does it include a strong call to action with the same messages as all your other fundraising appeals? 
  • Does it show how the donation will be used and what different amounts will fund?
  • Does it include an option for recurring gifts?
  • Does it have a compelling photo?  
  • After someone donates, does it take the person to a thank you landing page and generate a thank you email? 


More information on creating a great donation page.

How You Can Create A Welcoming Website – Part Three – Your Donation Page
The rest of your pages
Now take some time to look at the rest of your web pages.
  • Are they easy to read/scan and navigate?  
  • Do all of your pages have a consistent look?
  • Is the content well written in a conversational style (no jargon), and is it free of grammatical errors and typos?
  • Are your pages audience-centered?  Remember that some visitors know you well and others don’t.  A person visiting your volunteer page may not know much about your organization, so you will need to include a compelling description of what you do.
  • Do your pages contain a clear call to action?  For example, your volunteer page should make someone want to volunteer.
  • Does each page have one or two photos related to its subject matter?  Going back to your volunteer page, you could include a photo of volunteers engaging with clients.
  • Is all the content up-to-date?
  • Do all your links work?
  • Do all your pages include a Donate Now button, navigation bar, social media icons, a newsletter sign up box, and a search feature, so your visitors don’t have to go back to the home page?
  • Are you using analytics to see how often people visit your pages?  If you have pages that aren’t generating a lot of interest, assess why that is happening. You may need to make the page more enticing or take it down.
  • Is it mobile friendly?
  • Is there other content you should include?

More information on creating content for your website.
How You Can Create A Welcoming Website – Part Two – Your Entire Website

How You Can Create A Welcoming Website – Part Four – Writing For The Web
After you have made any necessary changes, have someone who isn’t as familiar with your organization (maybe a friend or family member) look at your website to see if the content is clear and that it is easy to navigate. 

Again, your goal is a website that is welcoming and audience- centered for everyone from first-time visitors to long-time supporters.
Image by Sean MacEntee via Flickr

Do You Have Good Stories To Tell?

Ann Green brand identity, Communications, fundraising, marketing, writing


Photo by UNE Photos via Flickr
If you are making a difference in someone’s life or in the community, you have good stories to tell. The best stories are ones about the people you serve and not about your organization. You can tell your stories in writing, in a video, and in pictures.

Written Stories
When writing a story use classic storytelling devices. Give it a beginning, middle, and end.  Good stories also include conflict or a struggle.

If you are writing about people, use names to make it personal. You can change someone’s name to protect the person’s privacy if needed.   

You need to grab someone’s attention right away. Your stories should also capture emotion. In the words of Maya Angelou – “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Keep your stories short and limit the use of statistics. You can follow up your story with a statistic, if you want to. Try something like this:

Every Wednesday Sarah wakes up at 5:00 a.m. to catch the #45 bus to try to get to the front of the line at the community food bank by the time it opens. Mornings are hectic and she also needs to get her kids ready for school.

If Sarah misses the bus, the next one doesn’t come for another hour. If she arrives at the food bank too late, she finds the shelves contain slim pickings. Sarah is just one of the X number of town residents who rely on the food bank.
Include stories in your fundraising and marketing materials. You could open your fundraising appeal with a story like the one above and then lead into the ask.  Put stories on your website. This is often a place where newcomers visit, and a story is a great way to introduce your organization.  Include a client story/profile in your newsletter. I used to work for a mentoring organization and we would a feature a different mentor/mentee match each month.

Work with your program staff to find these great stories. They can refer you to people to interview and help get any necessary permissions.

Here are some more tips on creating stories.

4 Ways Stories Can Help Build Your Cause

Six Common “Character” Flaws in Nonprofit Storytelling (Part I)

Six Common “Character” Flaws in Nonprofit Storytelling (Part II)

Put Persuasive Storytelling to Work for Your Nonprofit

Video
You can take some of your written stories and transfer them to video. Showing footage with a voiceover is the most compelling. You could film Sarah’s journey and condense it to a few minutes.  Record action footage of the people you serve, such as kids participating in an afterschool program or tutoring sessions.

You can interview clients and have them tell their story. Sometimes this works and sometimes it doesn’t. Not everyone is a future TV star.  Find compelling subjects who are good on camera to ensure that you have an interesting video. 

If you are going to produce a video, make sure it’s good quality. Find an experienced person to shoot and produce it. If cost is an issue, you may be able to find someone to a produce a video at no cost.

Most importantly, keep it short. Videos on your website or social media should last just a few minutes. You can create longer videos to use at fundraising or recruiting events, but stick to 10 minutes or less.

Video Resources 
8 great examples of nonprofit storytelling

Nonprofit storytelling tips from the pros

Winners From 2011 DoGooder Nonprofit Video Awards
Photos
Photographs can tell a story in an instant. People may not take time to read a story or watch a video, but they shouldn’t be able to miss an engaging photo. 

Every year or two take a set of photos and use them on your website, annual reports, fundraising letters, newsletters, and social media.  It’s okay if you use some of the same ones.  It helps with your brand identity. 

Choose compelling pictures of the people you serve. When using action shots, make sure you can see peoples’ faces and not the backs of their heads. Give some thought to the layout, too. Don’t make it random. 

And make sure they are good quality. Invest in a good camera and photographer. You can often find professional photographers willing to work pro bono, if cost is an issue. 

Here are some tips of what to do and what to avoid.
Photos Rule in Content Marketing for Your Nonprofit
More information on creating good photographs,
Great Nonprofit Design from Save the Children
Two Things You Can Do to Make Your Photos Look Awesome

Nine photo tips for nonprofit storytelling
Again, if you are making a difference, you should have good stories to tell.  Share your stories!

How do you tell your stories?

Finding Quality Donors and Keeping Them

Ann Green donor relations, fundraising, marketing

Photo by roboppy via Flickr

Some nonprofit organizations are very focused on raising lots of money and having as many donors as they can get. Of course, this is important.  Nonprofits generally rely on fundraising for a bulk of their revenue.  But what’s also important is the quality of your donors. You could have one donor who gives you $100 and never gives again. Likewise, you could have another donor who has given you $25 each year over the last couple of years and also gets their friends to donate. 

Many donors give once and never give again. There are several reasons for this. One might be that some donors care more about your organization than others do.  Another is that you are not building relationships with your donors.

Why do people donate to YOUR organization?
Some may be very invested in your organization’s cause. Others may donate because they are a friend or family member of a board or staff member. These donors are fine until the board or staff member leaves, and then they often stop donating.

Others may donate for reasons unrelated to your cause. Let’s say you hold an event where a well-known person speaks. You charge $50 a ticket and raise lots of money, which is great, but some of these donors never give again because they were more interested in seeing the celebrity than in your cause.

Keep that in mind when you decide how you are going to raise money. Ideally, you want to find donors who will donate more than once.

Build relationships
Just reaching out to potential donors who you know will be interested in your cause is not enough. You need to build good relationships with your donors so they will donate year after year.   

This starts with showing appreciation and communicating with your donors on a regular basis in ways in which you are not asking for money.  Send a thank you letter and welcome packet for new donors within 24-48 hours.  In the thank you letter, invite donors to subscribe to your email list and join you on social media.  

Do not add your donors to your email list without their permission.  If you do, you are spamming them. Your newsletter articles and social media posts should emphasize how your donors’ support is having a positive impact on the people you serve and in the community. 

Be known, but don’t be annoying
Send out your donor-centered newsletters once or twice a month. You can also connect by sending out advocacy alerts and brief updates. As a general rule, try not to send out email messages more than once a week. You can post to social media more often, but remember everything needs to be of interest to your donors. And as much as it may pain you to do this, let your donors unsubscribe from your list if they choose to. 
It’s easier to focus on building relationships with your current donors than trying to find new ones.  This is especially true in an uncertain economy.

Easy cultivation tools
Not everyone who is getting your newsletter or following you on social media is a donor, but if you keep sending out material focusing on how you are making a difference, you might be able to convert them into donors.

Again, you want donors who will stick with you for a while. That means not only finding people who are committed to your cause, but also building relationships that show how much you appreciate their support.

Here are some ways to keep your donors engaged all year round. 
It’s All About Your Donors

More on donor relations

Donor Relations
7 tips for welcoming new donors


Choose Quality Over Quantity – Part Two – Social Media

Ann Green Communications, marketing, social media

One of my favorite quotes is this one from marketing expert Seth Godin. “Is more always better?  Sometimes, better is better.”  I’ve been exploring ways this applies to nonprofit communications. In Part One I covered email newsletters. Choose Quality Over Quantity – Part One – Your Email Newsletter Part Two is about social media.

If you are on social media, you know it often seems to be more about quantity than quality.  People will post just about anything, such as what they ate for lunch or that they are at Starbucks.  But to be successful on social media you need to focus on quality.

Social media is social
In this post, I’m going to focus on Facebook and Twitter.  For both of these, the number of followers you have isn’t as important as how good they are.  Some of your followers may not be paying that much attention to you.  How often do people comment on or share any of your content?  If you receive a comment, do you respond back?  Don’t forget about the social in social media.

Putting your face on Facebook
Post content your followers will be interested in. This can include links to success stories on your website, links to newsletter articles that show how you are making a difference, engaging photos, and high-quality videos.   

One of the great things about Facebook is that you can start a conversation. Ask questions and encourage feedback from your followers.  Respond to comments you receive.  Keep the conversation going.

Navigating the Twitter stream
To me the Twitter stream is more like a fire hydrant. A lot of information is pouring out of it. Some of it good – some not so much. Make whatever you send out something that will rise above the waves of constant information.

You only have 140 characters, so use them wisely. Can you make your tweet clear and compelling?  Don’t abbreviate so much that your message is not understandable. Make sure it looks professional and not like teenager’s text message.

Remember that good social media is sharing other people’s content. Retweet messages your supporters might be interested in. You can also use Twitter to engage in a conversation. Ask questions.  Replying to tweets is another way to engage. If someone retweets any of your content, be sure to thank them.  Keep it social.

Think it through
Social media can be an “in the moment” type of communication, but it shouldn’t be when you use it professionally. It should require just as much planning and strategy as your other types of communication. Also, be sure your content is consistent with your organization’s messaging.

Bridgegspan recommends organizations spend between two and six hours a week posting to Facebook and Twitter, and one to four hours a week responding to comments. You can use Hootsuite, Tweetdeck, or a similar program to set up posts in advance. But some spontaneity is good, too. That’s why you should try to go on at least once a day to see what’s new and to check if you have received any comments.

You can post several times a day, as long as you have quality content to share. But don’t send out a lot of messages at once.  Spread them out over of the course of the day. 

Be consistent with how often you post.  If you only have time for one or two posts a day, then stick to that. What’s most important is that you have something good to share.  Quality trumps quantity.

Get organized
Use an editorial calendar for all your communication including social media. This way you can keep track of when your newsletters go out, events, and other relevant dates, and use social media to promote these. LightBox Collaborative’s 2012 Editorial Calendar 

In addition, keep track of your engagement. Both Facebook and Twitter have analytical tools to help with this, so do platforms such as Hootsuite.

How to Manage Social Media for Your Nonprofit

Social Media Analytics for Nonprofits: What Factors You Should Track
Still the new kid on the block
Social media is still fairly new, and may not be your primary mode of communication right now. That doesn’t mean it’s not worth investing a little time in creating well-written, high-quality content so you can engage with your supporters.

Quality check
Before you post anything on Facebook or Twitter, ask yourself:

Does it include information our supporters care about?

Is it high-quality?

If in doubt, don’t send it out.

Quality counts!

How does your organization use social media?