1. Alison Carlman’s notes on using social media for the August Challenge
July 19, 2011
I’m calling these reminders, because I think you’ve heard a lot of these messages
before. But in the marketing world we know you need to hear a message as many as
seven times before you’ll act on it, so here we go, maybe I’ll say them in a way that
resonates with you.
1. The Same Old Communication Rules Apply:
• Identify your target audience
• Determine your key messages.
• Use an appropriate medium that fits the audience and messages
If your target audience speaks English, then make sure you have someone who
reads and writes well in English in charge or at least editing.
2. Your current satisfied friends are your most valuable assets
(Think of those people you listed in your network worksheet. Focus on them!
Engage them into conversations. Tag them in posts using the @ symbol and their
name. Reply to questions.)
3. Recruit specific allies to deliver your messages creatively
• A beneficiary records a YouTube video
• A board member writes a blog article (can be an interview or Q&A)
• Former volunteers make Facebook recommendations:
o “I love @organization because….. Would you consider supporting them in
the GlobalGiving challenge?”
4. “The masses” aren’t going to give you money just because you asked for it.
New donors will become that way because:
a) someone they trust asked them to or
b) they found a compelling story on a media outlet they trust.
(Don’t rely on posting “asks” on the GlobalGiving Facebook page unless you’ve
got an INCREDIBLY compelling story!)
5. Follow other leaders
Whatever you choose to work with, blogs, facebook,twitter, use it yourself. Follow
people doing similar things that inspire you. Take notes. “Twitter starter sentences”
Make it your own. Thank them for their inspiration.
6. Put yourself in your audience’s shoes.
How would you respond if a friend interacted with you in person the same way that
you interacted with them on social media? Would you still want to talk with them?
Hear what they have to say? Would you grow weary of their asks? 80/20 rule: 80%
should be about conversation, engagement, entertainment, education. 20% about
your brand.
2. 7.People give to people, not to websites.
That may sound contradictory coming from a website that focuses on online giving.
But I believe that people give because they are compelled by great causes and great
stories. Told by people about people. Many of them are drawn there because of their
offline relationships and interests.
In general, people give because they’re connected to the people behind causes.
Let them see the human behind the facebook. Don’t just show pictures of your
beneficiaries. Show yourselves celebrating your first $100 donation or reaching
another milestone. Thank people by name. Make sure they know who you are that
asked them. The random donor who stumbled upon your cause will be rare unless
you are telling your story well. The important donors are ones with whom you have
relationships.
