orgs telling stories on facebook and customer relationship management
Post on 18-Jul-2015
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Kathryn Dailey
• Director of Development for Soccer Hall of Fame, Oneonta NY
• kdailey@soccerhall.org
Dawn A.M. Stever
• Director of Annual Giving for Hartwick College, Oneonta NY
• steverd@hartwick.edu
Michael Wesolowski
• Public Relations/ Project Coordinator for Malignant Hyperthermia Association of the United States, Sherburne NY
• michael@mhaus.org
Why organizations use Facebook
• Many of our constituents already use FB.• To build awareness, identify, recruit, engage
new/current constituents to help understand their motivations to drive:oFundraisingoAdvocacyoVolunteerismoEvent promotion
• It is free*
Be aware
• Constituent activity on FB is not happening on your website.
• FB limits the data you can see about the activity on your groups & pages such as:o Demographic & psychographic datao Member activity & interaction tracking
• Consituent relationship managment, donor development, & fundraising are inefficient.
Tips
• Keep content freshoPost often.
• Avoid mass message speakoEngage members with short targeted
messages in conversational language like writing to a friend; use pronouns.
• *Facebook is time consumingoWhile FB is free the labor to make it work
is not.
Other tools to consider
Blogs• www.blogger.com• www.blogspot.com/• www.typepad.com/• wordpress.org/ Bookmarks• delicious.com/
Image Sharing• www.flickr.com/• www.slideshare.net/ Real-time messaging• twitter.com/ Video• www.youtube.com/
Information sources
Effective technology use• www.bethkanter.org/
Social media strategy• www.chrisbrogan.com/
Marketing• http://www.nonprofitmarketingblog.com/• http://www.gettingattention.org/
Blog information• www.highcontext.com/weblog
Internet public relations• www.briansolis.com/
Constitutent relationship mgmt.
Software that enables a not for profit to better organize communications & to fundraise• Tracks messages to:
oPrevent duplicationoBalance “asks” versus “informtion.”oNurturing peoples interestoBuild awareness, then considerationoEngage with constituent oMove constituent to purchase/ donate.
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