Using Social Media to Empower Your Fans to Build More Support for Your Cause

Using Social Media to Empower Your Fans to Build More Support for Your Cause Tweeting? #nct4g2010 @kivilm

Kivi Leroux Miller
@kivilm

The social web is mainstream.

Online giving is close to the tipping point.

Big generational shifts are taking place too. flickr.com/photos/joi

Matures are responsible for 28% of giving. Boomers are responsible for 40% of giving. Gen X & Y are responsible for 32% of giving.

Traditional marketing isn’t dead . . . But it’s not enough. flickr.com/photos/ kkoukopoulos

Social media doesn’t work well alone either. Go for an integrated approach.

With social media, “engagement” is the goal. Right? flickr.com/photos/anthrovik/264643857

Well, it starts more like this. You mix. You mingle. You’re social. flickr.com/photos/_dchris/4029619041

You want to be seen as a member of a community – as “one of us.” flickr.com/photos/owengeronimo/4263163891

Not as the loud drunk ones hustling on the bar. flickr.com/photos/scrapstothefuture/298131038

Maybe you’ll meet your soulmate . . . or maybe you’ll just be good friends. flickr.com/photos/_brendan/3350178321

But you’ll be connected, maybe even for the rest of your lives. flickr.com/photos/8632225@N08/4082298028

Shall we translate this into our nonprofit tech and marketing jargon?

flickr.com/photos/spine/413470036/ Content + Conversation = Community flickr.com/photos/mymollypop/2645590591/

Community ≠ Fans flickr.com/photos/captured-spirit_/221033524/ flickr.com/photos/oddwick/2156258068

Community = Chance to Build Rapport flickr.com/photos/vancouverminglers/3385606736

Rapport = Fans flickr.com/photos/boynton Holly Ross, NTEN @ntenhross Danielle Brigida, National Wildlife Federation @starfocus and @nwf Carie Lewis and others at the Humane Society of the U.S. http://twitter.com/HumaneSociety/ employees Wendy Harman, American Red Cross @wharman and @redcross

Fans = Friendraising and Fundraising .flickr.com/photos/phuson/506582978

TRUE OR FALSE? Facebook is better for conversation than Twitter. flickr.com/photos/juhansonin/4703017753

TRUE OR FALSE? Twitter is better at driving traffic than Facebook. flickr.com/photos/cwsteeds/51164983

ALWAYS SET GOALS: What do you want the reaction to be? .flickr.com/photos/davidooms/2964037730/

.flickr.com/photos/scfiasco/4490322916 THREE TRACKS: DO Something: Calling to Action THINK Something: Sharing/Educating FEEL Something: Building Rapport

Also See @PalmBeachOpera on Twitter What might you expect from an opera?

Also See @fcrt on Twitter What might you expect from a cat rescue?

FIND YOUR MIX: Photos, video, questions, great links, personality, AND calls to action. flickr.com/photos/crystalflickr/2144391402

“ 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 .” ~ Maya Angelou
Photo by Dwight Carter Never discount rapport! It’s essential for engagement.

flickr.com/photos/celloc/2957825631 Let’s get on the path to engagement. 1 Be Genuine. 2 Be Generous. 3 Be Grateful.

flickr.com/photos/springfieldhomer 1 Be Genuine.

Who Do You Want to Follow/Friend You? flickr.com/photos/58513000@N00/4712137704

How do you want to be perceived? flickr.com/photos/58513000@N00/4712137704

flickr.com/photos/noelzialee Show us the personal side of your work.

flickr.com/photos/ piccadillywilson Facts are fine, but emotions drive giving.

flickr.com/photos/katemere Take us back stage.

CASE STUDY: Darius Goes West wins two major giving contests. flickr.com/photos/30240240@N04/3201649084

“ You have to stimulate an emotional incentive for people – so they feel a sense of pride and joy when they forward your organization’s story to their friends.” Logan Smalley, founder and co-president, Darius Goes West Foundation flickr.com/photos/whiteafrican/3251264618; AGC Conversational Case Studies by Beth Kanter & Allison Fine

flickr.com/photos/notahipster TELL STORIES ABOUT YOUR FANS. Great stories about real people are sticky.

flickr.com/photos/atomicjeep/22208858 Does this build rapport or is it meaningless TMI?

DAVE SAYS: If you give, you begin to live. flickr.com/photos/julioenriquez 2 Be Generous.

Be a helpful human.

Listen to what your fans are saying – and respond. Flickr: Brittany G

Flickr: color line Give fans incentives to help in multiple ways.

flickr.com/photos/dnorman Empower fans with basic how-tos. Can you do the equivalent for your fans?

CASE STUDY: Even social media pro Geoff Livingston needed a little help. flickr.com/photos/geoliv/4440101310/

flickr.com/photos/kivimiller 3 Be Grateful.

Blow kisses to your fans. flickr.com/photos/shawnzlea

Share your success with them. flickr.com/photos/dpstyles

CASE STUDY: Epic Change builds its fundraisers around gratitude.

Public thank yous are social proof.

Include them, empower them, and your fans will stand by you forever. flickr.com/photos/iamagenious/993919131

Potential Discussion Questions for After Lunch What can you do next week to encourage more friendraising and fundraising via social media? How do you build direct relationships with friends of friends?

Let’s keep in touch! Blog: NonprofitMarketingGuide.com/blog E-News: NonprofitMarketingGuide.com Twitter: kivilm Facebook.com /nonprofitmarketingguide LinkedIn: Kivi Leroux Miller Slideshare: kivilm Email: [email_address] Office: (336) 499-5816

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Using Social Media to Empower Your Fans to Build More Support for Your Cause

by Kivi Leroux Miller

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