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There’s More to Nonprofit Marketing than Social Media

Flickr:Leo-ReynoldsA few months ago I was invited by the folks at the Frogloop blog to guest author on a social media issue.

For those of you who don’t know it, Frogloop is a high-value resource focused mostly on social media. As you would expect, I was asked to write on social media.

But I found that a tough assignment.

There’s so much written on social media, and so much useful content already published on Frogloop, that I didn’t feel I had much to add. Then I realized I did have that something—to reinforce the framework that’s a prerequisite for social media (and overall marketing) success—marketing fundamentals.

You see, I’m concerned to see nonprofit marketers forsake the well-tested cornerstones of effective nonprofit marketing to do all social media, all the time. Or even 40% of the time.

I invite you to read my take here and add your perspective to the compelling conversation underway. Looking forward to hearing your point of view!

P.S. Get more in-depth articles, case studies and guides to nonprofit marketing  success — all featured in the twice-monthly Getting Attention e-update. Subscribe today.

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Nancy Schwartz on October 11, 2010 in planning, Social Media | 1 comment
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Less Is More! – Uncommon Advice from a Nonprofit Social Media Enthusiast

nonprofit social mediaLet me introduce you to guest blogger Celeste Wroblewski, vice president of external relations at Donors Forum in Illinois.  Celeste is a longtime friend and colleague, and one of the smartest minds in the field…

As I review advice on social media for nonprofits, I often come across rules like these:

  • It’s about conversing and listening: It’s not about sharing your own news.
  • Post X times a week on your blog and X times a day on Facebook.
  • For every tweet about your organization, tweet four times about others.

While this advice works well for some, I think it overwhelms beginners and those working in small organizations.  Moreover, this approach generates a flood of content for those who read these posts, updates and Tweets.

At Donors Forum in Illinois, we believe that there are no rules or,  at least, that it’s time to reexamine them.  Our strategy is to:

This streamlined approach is shaped by the limited size of our communications team (1.5 people) and by the knowledge that our constituents are already overloaded.

As social media proliferates, the messages have become overwhelming and the conversations  recursive. And we know that, consistent with our mission,  our constituents want us to filter and curate information.

Our social media strategy follows suit.  We do not converse simply to converse—we don’t do #FollowFriday, we don’t retweet a lot, we don’t provide accounts of mundane activities.

What we do is to concentrate on what is most important to grantmakers and nonprofits in Illinois.

So, what do you think:  Can less be more in social media? Please share your comments here.

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Guest Blogger on June 14, 2010 in Blogging for Nonprofits, Social Media | 10 comments
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How to Generate Buzz via Social Media: Real Life Dos and Don’ts

How to Generate Buzz via Social Media Real Life Dos and Don'tsHas this happened to your organization: You experimented with social media tools and found that nothing happened at all?

If so, you’re not alone. One of the most frequent complaints from organizations trying social media out is that after taking the plunge–whether tweeting, blogging or launching a Facebook fan page–nothing happens.

Now there’s help: I partnered with NTEN ED Holly Ross to share guidelines and case studies on using social media tools to build buzz (and reach) via this webinar for the Communications Network. And now the video recording and slide deck are available to you, at no cost.

Our presentation covers the nuts and bolts of social media success, the readiness required to put them to work and a laundry list of dos and don’ts. Although the case studies are about grantmakers, the examples and findings are equally relevant to nonprofit organizations.

I recommend you take an hour out to make sure your social media buzz building is all it can be. Here’s what one participant had to say (and another, just in).

P.S. More effective messaging is a priority for all organizations. Learn how to craft the most essential message — your tagline. Download the free 2009 Nonprofit Tagline Report, filled with must-dos, don’t dos, case studies and 2,500+ nonprofit tagline examples!

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Nancy Schwartz on February 18, 2010 in Nonprofit Communications, Professional Development, Recommended Resources, Social Media | 1 comment
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Birthday Wishes — and Thanks a Million — to Beth Kanter

Birthday Wishes -- and Thanks a Million -- to Beth KanterDo you know Beth Kanter, dedicated teacher, experimenter, provocateur, mentor to organizations weaving their way through social media? If not, I suggest you dive into her blog a.s.a.p., because to know her is to learn from her.

Here’s what’s different about Beth – she’s relentless in her pursuit of understanding why and how social media build conversation and connection, and why not. And she shares everything she knows. More than any other single person, she’s leading nonprofits into smart and useful use of social media tools.

Beth even makes her 53rd birthday (today) into an opportunity to learn and to give back — by “friendraising” $530 to send 53 Cambodian children to school. You can give here to make that happen.

Happy birthday, Beth. I love your passion, admire your focus, am inspired by your creativity and benefit constantly from the insights and questions you share. Thank you.

P.S. To learn more about social media and other key communications strategies, get the in-depth articles and case studies featured in the twice-monthly Getting Attention e-update. Subscribe today.

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Nancy Schwartz on January 11, 2010 in Nonprofit Communications, Social Media, Web 2.0 | 0 comments
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Ask Me (& 2 Other Experts) about Using Social Media to Promote Your Cause — Ask Now, Chat 6/23 12pm Eastern

Q&A Last month's Chronicle of Philanthropy-sponsored online chat (transcript here) on using social media to promote good causes was such an overwhelming success that we've scheduled a Part 2 for Tuesday, June 23rd at noon, eastern. Join in here.

This is your chance to have all your social media questions answered by me or my co-chatters, social media masterminds Danielle Brigida of the National Wildlife Federation and Wendy Harman of The American Red Cross.

But ASK RIGHT NOW, RIGHT HERE, if  you want your question answered. Because we plow through questions as they are submitted and last round didn't get anywhere near through the list. So you're invited to submit your social media question now to ensure it's at the top of the list. We'll do our best to answer it on Tuesday.

Don't forget to review the focused, useful answers already available from Part 1 right here!

See you Tuesday, noon eastern!

P.S.  Before your turn your attention to social media, make sure your communications basics are strong. A high-impact organizational tagline is a vital marketing strategy. Download the free Nonprofit Tagline Report for must-dos, don't dos, case studies and 1,000+ nonprofit tagline examples!

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Nancy Schwartz on June 18, 2009 in Nonprofit Communications, Professional Development, Social Media | 0 comments
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Join Me & Two Branding Experts Tues, 6/2 — Free Online Chat on Promoting Causes on Social Networks

Join Me & Two Branding Experts Tues 62 -- Free Online Chat on Promoting Causes on Social NetworksHere’s the deal…In today’s economy, nonprofit leaders need to understand how to effectively promote their organizations, programs, and fund-raising campaigns.

Many groups want to use online social networks to get their messages out, but don’t know how to build their brands and get attention on these networks.

Learn more by participating in tomorrow’s (Tuesday, June 2nd, noon eastern) free online discussion. I’ll be joined by two online branding brains — Danielle Brigida of the National
Wildlife Federation and Felicia Carr of the National Parks Conservation
Association — to discuss how to ensure your organization stands out on online networks such as Facebook, Twitter, and LinkedIn, and explore how those tools can complement traditional marketing efforts. You ask the questions so you guide the focus!

You’ll also learn how to teach your organization’s leaders, staff members, and volunteers to speak with a unified voice when they talk to others about your organization’s mission and seek contributions.

If you can’t make it, download the cliff notes version for must dos, don’t dos and what we dids from Danielle and Felicia and Red Cross social media maven Wendy Harman. They’re some of the smartest branding brains in the biz!

P.S. Don’t miss out on the in-depth articles, case studies and guides on branding, messages and more of what you need to know in the twice- monthly Getting Attention e-update. Subscribe today.

Flickr photo: itripp42

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Nancy Schwartz on June 1, 2009 in Branding and Messages, Case Studies, Nonprofit Communications, Social Media, Social Networking | 0 comments
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Social Media Crash Course in 25 Minutes (Podcast) — Now w/Download Link

Social Media Crash Course in 25 Minutes Podcast -- Now wDownload Link

The podcast will load automatically when you open this post. If you don’t frequently listen to online audio files, you may be prompted to download the player — go ahead and do so.Once the podcast is loaded, click the arrow at the left end of the player below to listen now. Or download here (right click, click “save target as” to save on your hard drive or mp3 player) for later listening.

_________________________________

If the player doesn’t load for you, you can listen here.

I had the pleasure of interviewing Dave Evans, author of Social Media Marketing: An Hour a Day, for a social media intensive I taught recently at the Academy for Nonprofit Excellence.

Dave is a social media maven and well-practiced at breaking down what often seems like a mass of confusion into clear, logical steps. Add that to Dave’s experience in working with nonprofit clients and we have our ideal guide to social media.

What’s great is that Dave gave me a gift that I want to share with you: His pithy, punchy 25-minute crash course in social media for nonprofits. Listen to this interview on your run, as you ride the subway, as you cook dinner or right now to learn:

  1. Why social media tools are important for nonprofit organizations – the value of conversation (think free, ongoing audience research and that’s just the beginning)
  2. Where to start (experimenting, a brief plan and listening), and what it’s going to take
  3. How your use of photos and video can engage donors and motivate them to keep giving by showing them what you are doing with their gifts
  4. Accessible, relevant case studies from two orgs that are doing it right, including integrating their social media campaigns with the other ways they touch their bases (via marketing and programs) — the Brooklyn Museum and Prostate.Net.

I have to tell you that Dave is different from most folks who talk about social media. He’s clear, focused and practical. So take these 25 minutes and run with them. You’ll get far.

P.S. This is the first Getting Attention podcast I’ve released and it’s been a lot of fun. It’s been my own crash course, but a gratifying one!

P.S. The right messaging is critical to the success of every nonprofit campaign – whether its social media based, door-to-door or… Download the free Nonprofit Tagline Report for must-dos, don’t dos, case studies and 1,000+ nonprofit tagline examples!

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Nancy Schwartz on April 21, 2009 in Nonprofit Communications, Professional Development, Social Media, Web 2.0 | 1 comment
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EnRoute to Norfolk — Spreading the Word re: Putting Social Media to Work to Strengthen Connections & Build Community

EnRoute to Norfolk -- Spreading the Word re Putting Social Media to Work to Strengthen Connections & Build CommunityTraveling down to Norfolk, VA today to deliver tomorrow’s all-day boot camp on social media for nonprofits, hosted
by the Academy for Nonprofit Excellence at Tidewater Community College.

First I heard of the Academy was when I was invited down by director guru Lillian Bailey nearly a year ago.  It’s a fantastic resource for area organizations and one that many larger cities can’t boast, funded largely by The Norfolk Foundation, the region’s community foundation.

But prepping for this gig has been a huge adventure.  Particularly because I was somewhat daunted by the task (since I can barely absorb a full-day workshop as a participant, and all-day is a lot of attention to engage), the prep presented as a real opportunity for my own learning.

Here’s some of the fun I’ve had already:

  • Created a first-time podcast, interviewing guest speaker and social media marketing maven Dave Evans.  I was motivated to find ways to integrate other
    • speakers – even if not on the spot – into the day.
    • Just did it and even though it’s not perfect (you’ll see, I’ll publish it here next week) it works fine, and I learned how to make it better next time.
  • Inventoried social media use among nonprofits in the Norfolk area, a valid sampler of the cross section of nonprofits in other regions.
    • Several are taking the first step social-media wise (most with Facebook) as an experiment – exactly the right
      approach.
  • Surveyed participants via SurveyMonkey to get a sense of where they are social media wise and their burning questions.
    • Participants represent a typically-broad range or orgs in terms of issue focus and staff and budget size.
    • IDd two great case studies among participants and will be interviewing them during the workshop, establishing them as local social media mentors.
  • Kick-started learning and community building among workshop participants
    • Knew that to get the intention and focus I needed to keep momentum up for an entire day, we had to start off running.
    • Crafted a pre-req assignment introducing folks to social media tools (most were not using them professionally, a few were personally).
    • Combo of intro to social media tools videos from CommonCraft and asking folks to set up personal LinkedIn and Facebook accounts, connecting with me in both venues and joining the LinkedIn group I set up.
    • Discussion is already flowing, and I’ve gotten to know some of the delightful idiosyncrasies about participants that provide the basis for conversation and perhaps relationships.

Next time you’re up against something daunting, see what you can learn from it starting with step one. Makes it a lot more fun and took the edge off for me!

P.S. The right messaging is critical to the success of every communication, and the tagline lies at its very core ! Download the free Nonprofit Tagline Report for must-dos, don’t dos, case studies and 1,000+ nonprofit tagline examples!

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Nancy Schwartz on March 23, 2009 in Nonprofit Communications, Professional Development, Social Media, Web 2.0 | 1 comment
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9 Tips on Designing for Conversation: The Lynchpin of Effective Communication

9 Tips on Designing for Conversation The Lynchpin of Effective CommunicationIdeas flew at last week’s Marketing and Online Communications Forum, sponsored by Forum One. And I was lucky enough to be right in the middle of them all.

Here’s what your organization needs to know about designing and maintaining compelling conversations with your base (offline or online, these tenets hold across the board):

1)  Nothing like a kick in the pants to get attention. Comedian Heather Gold jump-started the day with her sharp, smart humorous shtick on the difference between presentation and conversation. Really funny, and startling in a palatable way. She showcased these ideas by creating a relevant conversation in the room so that we all experienced the difference between the two.

2) Shape your conversations to the needs and interests of individual participants, rather than to a meaningless common ground no one cares about. Heather had a series of chats with selected individuals rather than delivering the traditional monologue. Much more compelling than the standard Jerry Seinfeld stand-up approach (the comedic equivalent of presentation).

3) Shift from world of experts to real conversation, from one to many, a true exchange of ideas. When Heather opened up the conversation, we benefited from the expertise and creativity of everyone in the room, instead of hers alone.

4) Diversity in perspective AND style increase level of interest and participation, aka “heat.”

5) ID the point of connection (ideally, an emotional connection) to keep the conversation going and the community tight. What do people care most about at this very moment?

6) Vulnerability makes participants accessible, strengthens that connection and amplifies the speed of engagement. So when participants in an online community or a training on preventing child obesity or a board meeting show vulnerability (e.g. not getting a key concept or making an obvious error in answering a question), they give others a way in. It’s a lot easier to connect with human error than with blazing success.

    7) People don’t trust institutions anymore, but they trust other people (as long as they remain trustworthy). So put your team, clients, members front and center and let them be real (a.k.a. themselves). A real community or conversation enables us to be “ourselves together,” as Heather put it.

    8) Pay attention to your feedback loop; online or offline, community or not. It continues to amaze me how few nonprofits (just 33%) track communications impact.

    9) If communications — online or offline — are a conversation, and a conversation scaled up is a party, then ensure there’s a great host making introductions among folks with like interests, interceding in disagreements so no punches are thrown, ushering the intoxicated guest into the guest room and weaving the wallflower into party talk.

    Read what what my friend Marc Sirkin had to say about the Forum.

    Tag: #moc2008

    P.S. Yes We Can! When a powerful tagline is joined to a compelling mission…nothing is impossible! Download the free Nonprofit Tagline Report for must-dos, don’t dos, case studies and 1,000+ nonprofit tagline examples!

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    Nancy Schwartz on November 11, 2008 in Nonprofit Communications, Social Media, Strategy | 1 comment
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