This post is written especially for CEOs and Executive Directors of all the nonprofits out there. You know who you are. You don’t like social media. Not really. It’s not how you grew up because you are a Baby Boomer. You were happy just to have a website for your nonprofit which you grudgingly update once a decade. And then everyone came along and said you had to do social media, too. Bummer. Because, busy you, you don’t have time to understand what all the fuss is.
As a CEO, you are in good company. Most senior executives I work with aren’t even on Facebook, let alone Instagram or Twitter. You may not even be on LinkedIn because, again, you don’t see the point of it. Where is the ROI, you wonder? But if you have paid good money for a CRM system and aren’t using your social media team to use that to identify and cement donors to your cause, then you are just leaving money on the table. Lots of money.
Why? Because your nonprofit social media isn’t just a marketing vehicle for your cause– it is an amazing donor development tool. Here are five specific ways for you to make it work for you:
Use your CRM system to identify social media profiles of your donors and prospects. Now, if you decided to save a few dollars on your CRM module when you set it up, and skipped getting the social media profiles, it’s time to revisit your plan and upgrade. CRMs know who’s who on social media channels, and that’s where your gold is.
On Twitter, have your team follow every single donor and prospect from your CRM. Separate them into lists so you know who is who. You should make the lists “private” to your own account (don’t let competitors know where your nonprofit treasure is), but keep in mind that people will see when they are added to a list what that list is called. So, make the names of your lists complimentary, like “VIPS, Influencers, Community Leaders, Thought Leaders, Experts.” Mark top prospects and donors so your team gets an alert when they tweet. The goal here is simple: these individuals are to be treated as your New Best Friends. Your social media team should follow them with utter devotion, liking every tweet. Whenever they mention anything at all that might possibly intersect with your mission, retweet that. Connect, connect, connect.
Likewise, with Instagram, follow and like prospects and donors. When they post about anything that intersects with your mission, your nonprofit should comment. Again, connect, connect, connect.
When it comes to your Facebook Page, the real opportunity is targeted paid promotions to “Look Alike” audiences. What is that? This is where you build out a list of your top supporters who actually give to your cause because they believe in it. So, don’t include, say, a donor who gives to your nonprofit because they are personally related to you. Focus on those altruistic donors who give because they believe in your mission. Compile a list of those top 10-20 profiles from your CRM system. Feed this information into a Facebook promotion which will save this information. Using this information, you can create a “Look Alike” audience through Facebook, which will create a similar audience of Facebook users who like what your control group likes. These people are the people who will be most receptive to your message and may better connect with your mission. Also, you should know you can feed email addresses on Facebook to create targeted ads just for your specific audience. To learn more about Facebook Look Alike audiences, visit the source, Facebook, at https://www.facebook.com/business/help/164749007013531. It’s an awesome feature.
LinkedIn isn’t just for job seekers. It’s a great place to connect with donors, prospects, and influencers. You can even connect with corporate partners and win grants by connecting with someone who knows someone on LinkedIn. So, make sure your nonprofit has an official LinkedIn Page and update it regularly with important announcements or news. And then make sure everyone on your Board and senior team is on LinkedIn. Then, use it in the same way. Like, comment and share anything you can about any prospect, donor or influencer in your community.
So, that’s it in a nutshell. Your social media team should be an integral part of your fundraising operations. More than PR, social media is supposed to be social and interactive. Your CRM + social media = ROI you’ve been looking for. Have at it.