Crafting Your Social Media Strategy: Tips from Victor Garcia

Whether your non-profit organization is large or small, social media marketing is a must. Just about everyone is on social media in some way, shape or form — whether it's viewing YouTube videos, sending the 140 character Tweet or posting the photo of their favorite food on Instagram.  Social media marketing includes not only sites such as Facebook, Twitter and Instagram, but Pinterest, LinkedIn and many, many more — too many to mention in a single article. The medium can no longer be ignored. Ignoring social media is equal to ignoring potential outreach and assistance avenues which ultimately lead to donations to help your organization's cause.

So what's an organization to do to get started on social media? Social media can seem like an overwhelming maze of information to newbies and experts alike. What to post when? Where to post it? Do I post the same content on multiple channels?

The first thing an organization must do is identify the networks where your donors and benefactors reside. Facebook is an obvious choice, as the majority of people tend to be on Facebook. The majority, though, may not necessary represent the majority of people who are involved with or sympathize with your organization's cause.  An organization can get a picture of their social media landscape either through email surveys or, better yet, word of mouth — simply ask at a major event or gathering.  Also, it is beneficial to perform searches on the major social networks to see where your organization's name may be popping up.

Make social media fun. Like any medium, no one likes dull and boring. If your organization is holding an event or fundraiser, encourage people to post to their social media channels using a predetermined #hashtag. Have someone at events and fundraisers, even if they are performing other duties as well, dedicated to social media. Live Tweet the event and share photos on Facebook. Let attendees know the event will be on social media. Most will likely go to your pages looking for photos of themselves to share. One of the primary rules of social media is go easy on the traditional marketing. Most folks on social media do not go there for information that is blatant marketing. I always say at least 70/30, 70 percent engagement, 30 percent marketing. Find topics that allow you to inherently promote your organization without making it blatantly obvious.

Management of social networks can be a tedious task. Thankfully, there are tools out there such as Hootsuite, SproutSocial and many others that allow companies and organizations alike to see snapshots of most of their major social networks at any given time for a nominal fee. These tools are not only good for management of social networks, but for important analytical data that allows you to build on your social networks.

Above all, use common sense when using social media. Post things that are fun and relevant to your cause without being outlandish. It's important to keep it real and build trust on social media.
Still have questions?  There are many social media specific organizations out there, such as Social Media Club to assist you in your journey to social media success.

You can find me on Twitter at @educationnews1.




Victor Garcia has more than eight-years of experience in communications as a journalist for Gannett newspapers and in various marketing roles. He is currently the Social Media Coordinator for a global industrial automation company based in Bakersfield, Calif. Garcia is also a board member of Social Media Club Los Angeles.

 

Leading by Example: An Open Letter of Appreciation to the Golden Gate Chapter

While at the International Conference four years ago, a group of Conference attendees, led by Jim McBride of our chapter, saw the need to provide opportunities for people from diverse communities to come to the conference.  From that small gathering of conference attendees, a small fundraising movement was born.  The first scholarships were awarded to people attending the 2012 conference.

AFP’s Diverse Communities program allows any group of 25 or more fundraisers to identify as a community—and if that community grows to 100 or more members, a scholarship can be designated to members of that community.  To date, there are seven identified communities: African-American, Asian, Faith-based, Hispanic, Jewish, LGBT, and Rural.  Scholarships awards are $1,500, and 12 terrific fundraising professionals will be joining us in San Antonio because of these scholarships--including our own Jon Gilgoff, Founder and Director of Brothers on the Rise, and a member of the Golden Gate Chapter.

The Golden Gate Chapter has been a beacon of leadership and commitment to helping diversify the fundraising profession.  Last year, the Chapter was the only Chapter in the world to provide a named scholarship.  And just a little over two months into 2014, the Chapter has already secured the needed pledges to provide two scholarships to the 2015 conference.  This would be exemplary by itself — and Chapter members should be proud of this accomplishment — but the story runs deeper. 

Like many AFP Chapters, Golden Gate’s finances are ok, but not robust.  So, last year’s board committed to do a scholarship without expending chapter funds.  They passed a hat among themselves to fund the scholarship on behalf of the Chapter!

All of us should be proud of this Chapter accomplishment — and grateful to the board members who made this happen, through their personal generosity, in our name.  Please join me in thanking each and every one of them — and for the continuing and growing leadership they have shown this year.  We are in their debt for their generosity and leadership.  They have set the example for the entire AFP — and worldwide fundraising — community.

Sincerely,
David S. Disend
Golden Gate Chapter Member
AFP International Board Member
Chair, Diverse Communities Scholarships Task Force

Making the “Ask”: Advice from Connie Pheiff

The Art of the Ask is actually quite simple: 

• You make your ask
• You make your case
• You show the benefits
• Then you stop talking 

Many people wonder why I suggest making the ask first. “Asking” is a science. Not rocket-science, but a science. They can’t say ‘yes’ unless you ask. You are offering them an opportunity to contribute significantly to your community. People give to people they know like and trust. Forty percent of your time should be on building rapport and trust. Only ten percent of your tie will be getting the commitment.
Before reaching out to a potential donor you need to prepare. You will spend most of your time before and after the ‘ask.’ Don’t consume yourself with learning about your message, you should already know that. Spend your time learning about the potential donor. Their interest, giving history, what board do they sit on. The more you know, the quicker you can build a relationship. It’s a courtship… like dating. You can go online to Hoovers.com to learn more about a donor and a company.

As you prepare for your ‘ask’ meeting, create a list of bullets points about your organization. Have your current work plan with you just in case a question arises from the donor.

Collect testimonials from your current donors. Ask them to describe why they contribute their time and money to your organizations so you can demonstrate their commitment.

Determine who is the right person to make the ‘ask.’ It’s not always the staff member… in most cases it’s not the staff member. The ‘ask’ will be more sincere coming from one of your board members, someone that knows the potential donor. If your volunteer is not comfortable making the ‘ask’… ask them to make the call for you; make an appointment for you; suggest you both go the appointment together. They give their testimonial, then you make the ‘ask.’

In most cases the donor is a busy individual. If you got the meeting, they know why you are coming – to ‘ask.’ It is important to respect the donor's time and make the ask first. Then, and only then if the donor wants to know more information you are ready. Know your strategy before making the ask. You may only have one chance.

Remember when you are making an ‘ask’ it is about them. Not about your organization or how many people you serve. Individuals and corporations want to know what's in it for them.

A question to ask yourself: When you make the ‘ask’ do you allow a donor to feel good about him or herself?

~Connie Pheiff

Connie Pheiff is a noted nonprofit professional, speaker, and author. She has written the book The Art of the Ask, recently speaking on the subject at the Foundation Center in San Francisco.  You can find out more about her and her book through her website http://conniepheiffspeaks.com/.