How to Leverage Social Media in the Fundraising Space

When it comes to social media, charitable organizations should take a page from the marketing playbook of for-profit businesses. The strategy to adopt: Grow your digital media presence to actively raise brand awareness, identify new donors, and engage with supporters.

While for-profit businesses now widely recognize the value of promoting their brand through an active social media presence, most not-for-profit organizations have been slow to adopt this tactic. Simply having a presence on social media platforms won’t do anything to increase donation levels if you aren’t actively engaging with your prime targets on a consistent basis. The “social” part of social media is the key to being active, so experiment with ways to be relevant and valuable to your audience. The resulting digital word-of-mouth will pay off in the form of enhanced brand loyalty, better customer service, and business legitimization.

Here are some ways for charitable organizations, and any organization, to make the most of social media:

  • Hire and train staff for social media management. Adding social media to a long list of responsibilities for your existing staff won’t be as successful as hiring dedicated staff to do the job. Building an active presence requires time and experience—qualifications your in-house team may not possess.
  • Gather data through customer interactions. The information you learn about people through social media can be used to identify potential donors who are passionate about your cause, and to craft more effective communications with them. You can also identify social media brand ambassadors—people who will be more likely to bring others into the fold and perhaps even serve as direct lines into communities.
  • Tap into social proof. Post information about your successful fundraising events, tweet good news about amounts raised, and encourage supporters to share personal stories related to the cause. The concept of social proof means that your audience interactions become almost like an endorsement of your organization to others. The larger the social network, the more trusted and, therefore, the more popular your not-for-profit becomes.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA, SOCAP, and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He is a frequent speaker for national events and has also been honored with a number of awards and recognitions for his contributions to the call center industry.

People, process and analytics create successful B2B model

In today’s economy, companies must focus their efforts on core competencies and choose partners to help provide the return they need growing their business.  At last month’s IT EXPO in Miami I had the chance to enjoy the sunshine and connect with longtime colleague, Rich Tehrani, TMC CEO, to discuss how InfoCision is partnering with clients to achieve success with our valuable B2B solution. You can view the interview here.

We consider it top priority when partnering with clients to customize our approach and make sure we meet their needs and their customer’s needs. We start by ensuring we have the best possible people on the phone. Our Business Account Managers (BAMs) are highly trained sales experts who are highly skilled at communicating, reaching and consulting with decision makers.

Next, the way we manage the process is different. We take the behind the scenes dialing process and manage it so our sales people are able to maintain predictability to the calling structure and can focus on their strengths in building relationships and closing sales.

Finally, we use data analytics and business intelligence to make sure we are reaching the next target successfully and managing the continuity for multiple points of contact throughout the process. There’s a relationship that evolves that often takes more than a single phone call and we have created a process to handle this efficiently and effectively. The focus isn’t on simply getting the sales; it’s primarily to ensure a positive customer experience as we all know it directly impacts repeat business, loyalty and referrals.

With extremely fierce competition, choosing a partner that combines strategic use of the best possible people, processes and data analytics will provide the needed marketplace edge.

I’d love to continue this dialogue with you.  What are some of the challenges you are facing within your B2B program? How can we help?