Do you understand the opportunity of social media...
Most nonprofits fall back to very traditional means of new member acquisition, looking at mailed appeals and one on one meetings. These methods are tried and true, so they become the easy fall backs. Obviously they can’t be ignored, but more and more social media is becoming a necessary component and yet the majority of nonprofits ignore it. Maybe we dip our toes in the social media universe on #givingtuesday or perhaps even through a crowd funding website. However, just like mailed appeals and one on one meetings the best methods are sustained efforts and not one off attempts. In fact, dollar for dollar we’ve seen social media get better returns than mailed appeals. One of the great things about social media is we can, for a relatively inexpensive price, measure and adjust our messaging to a variety of groups over a variety of platforms.
Thought of another way, we often talk about needing 4, 5 or 6 touch points with a donor to help them understand your mission and your need. Social Media often becomes the cheapest way to put out those touch points. Sometimes they close the member and sometimes they add to your messaging and engagement, either way they add value to your mission.
Messaging is such a key point to any meeting or outreach. Sitting in a meeting if you don’t give the right reasoning a donor does not respond. Social Media allows you to test different messages and what people best respond to. Measuring responses and refining messaging through social media also plays a role in more expensive mailings and appeals. For $20, $50 or $100 you can start to gain insights of what and who is responding to you. A great example of testing messaging is running A/B testing to the same audience with one message about the benefits a donor receives and one message about your mission. Which one do they respond to? There are a lot of ways to think through this and measure, a one time test never gets you a complete answer, but you can start to build patterns and improve your response rates while decreasing your costs for results.