Orgs Telling Stories On Facebook and Customer Relationship Management
Org's telling stories on Facebook
& constituent relationship mgmt.
Agency Executives Association
Director of Development
for Soccer Hall of Fame,
Dawn A.M. Stever
Director of Annual
Giving for Hartwick
College, Oneonta NY
Public Relations/ Project
Association of the
United States, Sherburne
Why organizations use Facebook
Many of our constituents already use FB.
To build awareness, identify, recruit, engage
new/current constituents to help
understand their motivations to drive:
● Event promotion
It is free*
Constituent activity on FB is not happening
on your website.
FB limits the data you can see about the
activity on your groups & pages such as:
Demographic & psychographic data
Member activity & interaction tracking
Consituent relationship managment, donor
development, & fundraising are inefficient.
Keep content fresh
● Post often.
Avoid mass message speak
● Engage members with short targeted
messages in conversational language like
writing to a friend; use pronouns.
*Facebook is time consuming
● While FB is free the labor to make it work
Other tools to consider
Blogs Image Sharing
Effective technology use Blog information
Social media strategy Internet public relations
Constitutent relationship mgmt.
Software that enables a not for profit to better
organize communications & to fundraise
● Tracks messages to:
● Prevent duplication
● Balance “asks” versus “informtion.”
● Nurturing peoples interest
● Build awareness, then consideration
● Engage with constituent
● Move constituent to purchase/ donate.