We only went to two events at the recent Social Media Week in New York, but yet, I learned so much! Our favorite event was “The Future of Giving: Storytelling, Big Data, Crowdfunding, and Finding New Donors” hosted by iGiveMore.org. Although the event was about charity fundraising, the things we learned are universally applicable to communicating with your audience via social media and more.
1. Build an online presence that will inspire and has a great user/donor experience.
2. The giving experience is crucial and must be pleasant, easy and quick.
3. Understand your audience, who are they, where do they spend their time.
4. Social media changes fast, thus be adaptive and find the best possible ways to engage with your community — for example, many young people are over Facebook and prefer Instagram.
5. People want to share things that are positive, inspire, educate, in other words, meaningful content.
6. Tweet at people directly, to start a conversation.
7. Allow people to share their stories on your social media sites.
8. Mobile optimized websites are crucial for non-profit organizations, since half the people donating and checking out websites are on mobile.
9. People to people email marketing + communication is still very important.
10. It’s important to send messages that can be forwarded, most mass email opens are dismal, hence personalized emails to specific people who will share are important.
11. Analyzing + understanding data is very important! Who is sharing, what, when, how + why.
12. Storytelling is key in getting donations, see Indiegogo, etc where the videos are the crucial element to getting money.
13. Also, carefully consider what the story of your organization is and how to best share that story.
14. Make sure that the donations are traceable and that people can see how their money has been used and the good that it is doing.
15. Always remember, the web is about person to person communication, connections and sharing, not just having an online brochure.