For every one web-savvy person I meet, I come across 2 or 3 for whom this information might not yet be second nature. I attended a very helpful 'Social Media 101' presentation lately, hosted by Java Media, a local(ish) marketing company, and I'll be blogging about it over the next few weeks. All text within quotation marks is from the presentation.
I decided to start with Facebook because almost everyone understands it to some degree, and most people I know are on it now. As it's become more popular, there's been some confusion about the four different types of Facebook presences.
A Profile is what we all have. You, me, my great-aunt...basically everyone has one of these and they must be maintained under one individual's name/identity.
A Page is, under Facebook's current rules, the territory of "businesses, brands, and public figures." These pages must be maintained by "authorized representatives of a business, brand, celebrity, or organization." So, GRC Direct has a Page. Nearly every consumer brand you like has a Page. And so does my husband, for example, who is an automotive journalist with a big web following.
Community Pages were created by Facebook after it became obvious that regular folks were creating Pages for those businesses, brands, and public figures that they had no connection to. The topic matter here can be almost anything, from TV/movie fandom to pictures of kittens in coffee mugs to social and political causes. Whatever you're into, there's a Facebook community page for it...or you can create your own!
A Facebook Group can be open or restricted (people can only join if invited by an administrator). This is a good way for like-minded individuals to communicate without the off-topic banter that occurs in message forums, or Fan/Community Pages, and away from prying eyes.
As it relates to fundraising, all four of these presences can have a place. But try to avoid redundancy. I got inspired to write this post because I realized there was too much overlap between GRC's official Page, our Community Page, and our Group, and none of them were getting the attention they deserved!
Also, make sure your personal Profile's employment information links to the exact presence you want people to see. In most cases this will be your organization's official Page, but every situation is different.
See you next week!
—Sherene
Social Marketing
05/16/2012
12/14/2009
Nonprofit Fundraising Ideas That Work!
Nonprofit organizations continually seek new
ideas for fundraising. While there are not many easy fundraising ideas,
there are ways to connect with your donors in a personalized way that
leads to better results.
GRC
Direct has been working on fundraising ideas for nonprofit
organizations for nearly a quarter of a century. To discuss ideas for
fundraising that could improve your results, please complete this form,
and a GRC Direct fundraising specialist will contact you.
To learn about ideas for fundraising that achieved increased results
for other nonprofit organizations, spend a few minutes reviewing these
recent case studies.
1) Enhancing Year-End Fundraising
Developing a Turn-Key Program
Challenge:
Nonprofit organizations continually seek end-of-year fundraising to
meet budgetary expectations. Typical contribution requests are often
overlooked by recipients amidst the influx of pieces in their
mailboxes. Clients asked our fundraising specialists to develop an
approach that would differentiate them from others during this critical
season.Solution: GRC Direct created a risk-free turnkey program that allows nonprofits to sell customized holiday cards to their supporters. Featuring five unique designs and personalized with the donor’s name, the nonprofit receives half of all dollars received through their efforts.
Results of one of the the participating nonprofits:
2007: 5228 Cards mailed out | 486 orders/responses | $24,300 raised
2008: 5500 Cards mailed out | 523 orders/responses | $26,150 Raised
2) Use of segmentation and personalization to connect
Capitalizing on Personal Relationships
Challenge:
This nonprofit historically sent static fundraising requests to their
contributor list of approximately 5,000 people. Although possessing
excellent data on supporters, they did not know how to utilize it to
increase results.
Solution:
After spending time understanding the client’s unique relationship with
supporters, the decision was made to develop personalized materials
directed at each of five different contribution segments. Focusing on
the relationship each group has with the organization, a direct mail
campaign began based on shorter runs sent more frequently.
Results:
The first mailings achieved a response lift 35% higher than the
previous effort. More importantly, donations increased 33%, enabling
the client to exceed its desired revenue goal.
3) Engaging Potential Members
Connecting on a Higher Level
Challenge:
Churches regularly seek ways to reach out to visitors and engage them
on a level that leads to an ongoing relationship. This client sought an
approach for connecting with first-time attendees immediately after
their initial visit that encourages them to consider membership.Solution: The recommendation was to develop a series of touches that show the personal care the church provides members. Visitors fill out information cards during their initial service that include a prayer request. Welcoming postcards are sent within five days, and one of the follow-up pieces addresses the prayer request. There is also a giveaway offer, such as to receive an inspirational message or personal phone call.
Results: Hundreds of visitors responded to the giveaway offer and the church has received a rise in membership throughout the campaign, which continues today.
4) Expanding Local Contributions
Expanding Local Contributions
Challenge:
A well-known wedding reception venue sought to expand its offerings to
include business meetings and special events. The nonprofit that
operates the beautiful grounds also wished to add donors for their
organization.
Solution:
Recognizing the opportunity to capitalize on the area’s affinity for
this unique setting, the recommendation was to create personalized
materials that feature photos of indoor and outdoor locations linked to
the individual interests of contributors.
Results: Increase in number inquires regarding more information about events and sponsorship opportunities.
Arvind Gupta
arvind@grcdirect.com
www.grcdirect.com
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