This is our soapbox

This is our opinionated soapbox on philanthropy, fundraising, the charitable sector and the world. For more information, visit GoalBusters.net or call 888.883.2690.

Sunday, March 25, 2012

Cash Follows Contact


Note: You can generally substitute the term "Fundraising Campaign" anywhere I write "Pledge Drive."

I recently Tweeted "Pledge Drive on Facebook? Yes! @KAWC reach up 500% & engagement up 300% during recent pledge drive. #PublicRadio #NPR"

To translate the Twitter-speak, I was saying. "Yes, it's a good idea for Public Radio Stations to include their Pledge Drive activities in their social media activity. One of our clients is KAWC Colorado River Public Media. When we evaluated KAWC's Facebook analytics for the period of their recent Pledge Drive, we saw their "Total Reach" increase by 500% and their community engagement increase by 300%."

That Tweet generated considerable feedback from both the nonprofit and public broadcasting sectors. Common themes were: What did you do differently? What seems to be working? To what degree did you have success turning these followers into donors?"

The short answer to those questions is that a small percentage of KAWC's Social Media followers are donors. But the numbers are comparable to successful direct mail "acquisition rates." Gifts tracked to social media are about 1.0% of followers. An added benefit is that some of those gifts came from friends outside our listening area. They gave to support the team they feel connected to via Social Media. They are a part of our extended community.

What excited me most about the increase in reach and engagement is that it proves that Pledge Drive activity is NOT a turn-off to our social media audience. Last year I presented at both the Public Media Development and Marketing Conference (PMDMC) and National Federation of Community Broadcasters (NFCB) conferences. I heard many stations argue that pledge drive is forbidden from being included in their social media communication. I think that is tragically myopic. They believe that pledge drive will drive away online fans, like so many people in Public Radio believe Pledge Drive drives away listeners. Oh, it's true that if ALL you're doing is pitching and/or begging for donations you will drive away listeners and online fans. But if you're creating "good" content and not just constantly asking for support, you can engage your audiences with your appeals.

When Alice Ferris, ACFRE is training new team members at one of our Public Radio clients, she always reminds them that "Pledge Drive IS programming." It should inform, educate and entertain. We're making a case for support that is logical, compelling, personal and genuine. We're frequently greeted by listeners during or after a Pledge Drive who tell us they "love Pledge Drive." They share that it gives them a chance to really get to know the team and hear from other supporters in the community. It's personal to them and it reinforces their connection to the station. 

The key to effective online engagement isn't that different from your other traditional messaging.  Your social media communication should do one or more of three things:

Inform: Provide relevant, meaningful information about your organization, your team, your events, your service and your goals. Be genuine. Communicate in a personal, authentic voice.

Entertain: Provide "Rich content" of interest such as photos, graphics, video, audio, articles, etc. Give them lots of links to click.

Provide Opportunity: Tell them about things they can do, places they can go, how they can learn more and how they can help. Give them lot's of ways to take action. Provide them ways to get involved that don't require giving money. Of course make it easy for them to give money if they're ready to.

How do you measure success? That depends on your goals. Social Media serves different audiences in unique ways. If all you do is increase reach and engagement, that's a good thing. I always say, "Cash follows contact." Social Media gives us a few new ways to keep making meaningful contact and building or deepening relationships with our communities of support.

A note: Don't be discouraged if your Social Media is slow to take off. You may be doing better than you think. Here's a great infographic regarding the reach of various kinds of Facebook pages. 

######

Connect with GoalBusters Facebook Twitter Blogger YouTube pinterest
Jim Anderson LinkedIn Facebook Twitter pinterest Skype GoalBustersJim
Alice Ferris, ACFRE LinkedIn Facebook Twitter pinterest Skype alice.ferris



Labels

Alice Ferris (96) Jim Anderson (72) AFP (40) ACFRE (38) GoalBusters Consulting (31) goalbusters (31) CFRE (29) fundraising (28) Training (23) nonprofit (22) 100 days of gratitude (21) Association of Fundraising Professionals (18) 100 days (17) AFP Conference (16) Presentations (16) 2009 (15) 2014 (15) Social Media (15) gratitude (15) 2010 (14) AFPNAZ (14) 2013 (13) philanthropy (13) 2012 (11) Workshop (11) travel (11) 2011 (10) How To (9) arizona (8) thank you (8) 2008 (7) Facebook (7) Flagstaff (7) KAWC (7) Marketing (7) Video (7) Volunteer (7) YouTube (7) 2017 (6) FAQ (6) Food (6) Public Radio (6) Storytelling (6) Tips (6) LinkedIn (5) Making the Ask (5) NFCB (5) Planning (5) Social Networking (5) Webinar (5) restaurants (5) rural fundraising (5) 2016 (4) Air Travel (4) Chinese New Year (4) Christmas (4) Donor (4) KGHR (4) KUYI (4) Major Gifts (4) Native American (4) Planned Giving (4) Pledge Drive (4) Public Broadcasting (4) Public Television (4) SlideShare (4) Special Events (4) Stevenson (4) Video Production (4) board development (4) ethics (4) stewardship (4) 2015 (3) Arizona PBS (3) Baltimore (3) Brand (3) Capital Campaign (3) Chinese (3) Community (3) Conference (3) Development Staff (3) Donor Acquisition (3) Economy (3) Elf (3) Elves (3) Goals (3) HEEF (3) Haiku Deck (3) Health Care (3) Holiday (3) Hopi (3) Jimisms (3) KAWC Colorado River Public Media (3) Lowell Observatory (3) Manifesto (3) Mission (3) North Country HealthCare (3) PBS (3) Passion (3) Photography (3) Promotion (3) Research (3) Small Shops (3) Wisconsin (3) Year-End Giving (3) customer service (3) phoenix (3) prescott (3) resolutions (3) yuma (3) 2007 (2) AFP TechKnow (2) Accreditation (2) Advancing Philanthropy (2) Alice's Restaurants (2) Books (2) Business Strategy (2) CFRE International (2) Canada (2) Chronicle of Philanthropy (2) Coaches (2) Commentary (2) Communication (2) Congress (2) Dancing (2) Dr. John H. Caskey III (2) Elta Foster (2) Foodspotting (2) Fundraising Campaign (2) Funny (2) Guiding Principles (2) Honor (2) Hopi Education Endowment Fund (2) House of Philanthropy (2) Humor (2) Immigrant (2) Jib Jab (2) KAET (2) NAU (2) New Orleans (2) Partners (2) Plan (2) Press Release (2) Profile (2) Prospecting (2) Relationships (2) Respect (2) Resume (2) Reviews (2) Sanders (2) Schultz Fire (2) Singing (2) Strategic Planning (2) TechKnow (2) Trust (2) Twitter (2) VIP (2) Values (2) Velvet Rope (2) Visionary (2) Vora Finacial (2) accountability (2) anniversary (2) appreciation (2) award (2) change (2) checklist (2) code of ethics (2) crisis communication (2) cultivation (2) culture of philanthropy (2) development (2) development cycle (2) diversity (2) education (2) goal setting (2) habits (2) introspection (2) jobs (2) lapsed donors (2) las vegas (2) lessons (2) new year (2) san diego (2) tripit (2) washington DC (2) 30 day plan (1) 50th Anniversary (1) 60 minutes (1) AFP Foundation Canada (1) AFP Meeting (1) AFPeeps (1) ALD (1) AWC (1) African American (1) Alexis de Tocqueville (1) Alpha Lambda Delta (1) Andrew Philips (1) Animoto (1) Anna LaBenz (1) Annagreta Jacobson (1) Apps (1) Arizona Daily Sun (1) Arizona University (1) Arizona Western College (1) Ask the Experts (1) Bequests (1) Bill Ferris (1) Blink (1) Bloomerang (1) Boot Camp (1) Boudros (1) Branding (1) Broadway (1) CAN-SPAM (1) CN Tower EdgeWalk (1) CPB (1) Career Change (1) Case (1) Center on Philanthropy (1) Certified Fund Raising Executive (1) Charity Channel (1) Cheerleaders (1) Children (1) Chris Adams (1) Church (1) City Council (1) Cleveland (1) Cold Call (1) Colorado (1) Commission (1) Community Service (1) Compensation (1) Cook (1) Corporate Giving (1) Credential (1) Credentialing (1) Dan Coughlin (1) Data (1) Dating Game (1) Dave Ferris (1) Dave Tinker (1) Desert (1) Dharmesh Vora (1) Discovery Channel Telescope (1) Domestic Violence Shelter (1) Donald Sutherland (1) Donation (1) Douglas Adams (1) Dr. Carl Myers (1) Dr. William J. Rugg (1) Ed Renzi (1) Efficiency (1) Elevator Speech (1) Entrepreneur Magazine (1) FM (1) FTC (1) Family (1) Fan Pages (1) Farm (1) Fast Food Nation (1) Feasibility Study (1) Feedback (1) Fight Club (1) Flagstaff Community Partnership (1) Flagstaff Shelter Services (1) Flood (1) Flowers (1) Food Bank (1) Foundations (1) Frances McAllister (1) Free (1) Fundraising Effectiveness Project (1) Gallup Q12 (1) Ginny Z. Berson (1) Girl Scouts (1) Giving USA (1) Goldilocks Proposals (1) Granite Mountain Hotshots (1) Grant Writing (1) Grants (1) Grants Step by Step (1) Hash House A Go Go (1) Hawaii (1) Healthcare (1) Hey Eleanor (1) Hiring (1) Hispanic (1) Homeless (1) Hopi Foundation (1) Hospital (1) Houston (1) IAIA (1) IHQ (1) Identity (1) Immigration (1) In Kind (1) Indiana University (1) JC Patrick (1) JLB Project (1) January (1) Jetpack America (1) Jim Collins (1) Jimmy LaRose (1) KUAT (1) Kaleidoscope (1) Karla Williams (1) Ken Lain (1) KonMari (1) Kristin Taliaferro (1) KristinCoach (1) Latino (1) Lawrence Welk (1) Le Pavillon (1) Legacy (1) Living Social (1) Lodging (1) Los Angeles (1) Lotus of Siam (1) MIP (1) Mabel's on Main (1) Madison (1) Makeover Series (1) Malcolm Brett (1) Malcolm Gladwell (1) Margo Hudson (1) Marshall Rosenberg (1) Mary W. Black (1) Maslow's Hierarchy of Needs (1) McDonalds (1) Meeting Facilitation (1) Methodist (1) Mexican (1) Michael Nilsen (1) Middle East (1) Montessori in the Park (1) Mr Rogers (1) MySpace (1) NAFB (1) NANOE (1) NPR (1) NSU (1) NaNope (1) Nan Bain (1) Navajo (1) Nepal (1) New York (1) News (1) Nietzche (1) Nonviolent Communication (1) Northern Arizona University (1) Organizational Readiness (1) Orlando (1) PMDMC (1) PRPD (1) Pacifica (1) Parade (1) Partners in Recognition (1) Paul Helford (1) Philanthropist (1) Pittsburgh (1) Plenary Speaker (1) Politics (1) Porgy and Bess (1) Prezi (1) Proposal (1) Publications (1) Quentin Lee (1) Questions (1) Racial Profiling (1) Raku (1) Review (1) Rick Swanson (1) River City Grill (1) Riverwalk (1) Robbe Healey (1) Robert Kiyosaki (1) Ronald McDonald House (1) Rose Marie Ferris (1) SB1070 (1) SEO (1) SWOT (1) San Antonio (1) Scottsdale (1) Service (1) Serving Your Community (1) Shared History (1) Soroptimists (1) Speaker (1) Sponsors (1) Sponsorship (1) Spring (1) Stephen Hawking (1) Stereotypes (1) Steve Ferris (1) Strategic Thinking (1) Super Size me (1) Sweets Raku (1) Taco Trucks (1) Target Marketing (1) Team (1) Teamwork (1) Television (1) Teri Sanders (1) Texas (1) Thanksgiving (1) Tim Burcham (1) Timothy Sandoval (1) Toolkit (1) Toronto (1) Tough (1) Tough Economy (1) Train (1) Tucson (1) Tweets (1) United President's Club (1) Vernon Kahe (1) WBAI (1) Watters Garden Center (1) Whitney Anderson (1) WikiHow (1) Wills (1) Wisconsin Public Television (1) Women's March on Washington (1) Woodford Reserve (1) Yarnell (1) Yarnell Fire (1) Year in review (1) Year of the Sheep (1) Yellow Pages (1) administration (1) adventures (1) assessment (1) beliefs (1) birthday (1) board of governors (1) board service (1) breaking up (1) brochures (1) budget cuts (1) business practices (1) career satisfaction (1) cats (1) cliques (1) community radio (1) crisis (1) difficult people (1) dinner parties (1) diverse communities (1) donor focused (1) donor pyramid (1) election 2016 (1) end of relationship (1) essay (1) federal funding (1) firefighters (1) for profit (1) high school (1) hotels (1) inspiration (1) jetpack (1) job seeking (1) keynote (1) lemons (1) live your dream (1) loss (1) memory (1) mentoring (1) millennials (1) monthly giving (1) motivation (1) multicultural (1) nomination (1) oklahoma city (1) organizational culture (1) outstanding professional (1) peoria (1) personal (1) potlucks (1) receptions (1) recognition (1) red flags (1) remembrance (1) sales (1) san francisco (1) scholarships (1) science (1) setbacks (1) star thrower (1) starfish (1) sustaining members (1) tempe (1) thirtysomething (1) three cups of tea (1) to do (1) transformational (1) volunteers (1) wildland fire (1) winslow (1)