Content, THEN Channels, Follows Connection (Part Two)

Who Does What on Social MediaPart One: Connect First

Hold your horses on channels. That’s what I urged the fundraisers at this week’s Practical Planned Giving Conference (PPGC) to do, even though the conference was all about multichannel marketing.

Like you, I’m often pressured by bosses and boards of the our client orgs to go multichannel. I hear: How do we use all marketing channels best? Shouldn’t we be reaching out via Twitter for this event? Why don’t we have more connections on LinkedIn? But don’t we want to send a letter to our best prospects?

Here’s what I say: Forget the ALL marketing channels. Going all channel will undermine the power of your marketing work, because you’ll be spending scarce resources in the wrong places.

Instead, focus on channels where 1) your supporters and prospects already are; then narrow those to 2) where they take actions like the one you want them to take!

Here’s how to get there: Define your GOALS, then pinpoint the ACTIONS supporters need to take to help you get there, and then WHO is most likely to take those actions. Next, connect with those folks to learn their values, habits and preferences. Those insights enable you to shape compelling messages/content to frame your calls to action AND the best channels to carry them to your network.

Follow this path each and every time to motivate the actions you need. BTW, Blackbaud’s recent Next Generation of American Giving Report, source of the chart above, provides good insight into who does what where. Dive in for this chart and more.

Part One: Connect First

How do you decide what channels to use for a specific campaign? And how do you handle the pressure to be everywhere, all the time? Please share your approach or your questions here.

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Nancy Schwartz on September 27, 2013 in Planning and Evaluation | 2 comments
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  • Megan Keane

    It’s so easy to fall into the temptation that everywhere is better because it *could* help, especially when you’re focused on a specific goal, instead of stepping back and looking at what does work or has worked in the past. For me, being firm about looking at statistics we keep on a regular basis is crucial to focusing efforts and ix-naying what isn’t helpful. It’s easy to let regularly reviewing data fall by the wayside when you have your long day-to-day to-do list, but it’s imperative for making sure the “dos” on your list are more effective. Thanks for the post and link to the Blackbaud report!

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