Social Media Strategies For Membership Recruitment & Retention
by Action Strategies on Apr 12, 2010
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Khatia-Caroline
Our survey focused more specifically on mid-size non-profits. We did so by randomly (in the scientific
sense) choosing Facebook Cause pages “owned” by a non-profit, evaluating whether they fit in the mid-size
category, and then contacting them directly to ask them to fill out the survey. Then, with the kind assistance of
Charity Navigator, we obtained a list of mid-size non-profits and reached out to a random sampling of that list.
In all, about 1200 mid-size non-profits were invited to participate, and 256 responded to the survey.
- more often than not, those that are successful are the ones that use SN to augment existing and burgeoning relationships
- what this means is that you need to look to SN as a means of getting there, not as a complete strategy - it needs to be integrated.
those that are effective are the one’s that integrate it within a complete communications strategy
how many have a comm plan? how many have linked SN into there other activities?
ii: Target Publics And Desired Behavior: Elicitation of specific behavior is the key behind any public relations and communications strategy/government relations study. This section rigorously defines and lists in priority order, those publics who can help the organization achieve its substantive goals, and the precise actions that the organization wants these people - both internal and external - to take (or to NOT take).
iii. Attitudes/Opinions/Beliefs of Target Publics: Section three reviews what the organization knows about its target publics' views toward it and its work. It is likely that available information will be insufficient, and the report must suggest ways to augment it.
iv. Messages To Be Conveyed To Target Publics and Possible Partners: Key statements embedded in stories, interviews and other communication are what change or maintain the target public's attitudes, opinions and beliefs. These "messages" must be easily delivered, palatable to your audiences, suitable for the vehicles available, and able to survive the "altering" nature of the process. This section also discusses the organization's present and prospective messages for their ability to produce an effect, and its acceptability by the target publics. It also devulges into possible groups with which your organization can partner.
v. Media Used To Reach Target Publics: Part V reports on the examination of existing communications policies and vehicles, and assesses their effectiveness and economics of their use. It scrutinizes both traditional and non-traditional communications vehicles.
vi. Vehicles To Carry Messages to your Targets: "Vehicle" in this sense refers to the specifics avenues and activities that would be the most effective. This section reports on - and analyzes - the vehicles the organization is currently using, and suggest others that have proved successful for other organizations with similar needs and resources.
putting programs in place (and communicating them) that recognize and broadcast their efforts in real time will inspire others, create good stories for PR, and motivate them to work harder!
- trouble is....how do you keep track of it all?
talk about engaging influencers and what qualifies an influencer