Get Those Conversations Going
It seems simple. Not every donor touch needs to lead directly to a contribution. So what should you be doing on social media? Said Chris: "It's no big mystery. You just have to think back to what Facebook was when it first came about." What it boiled down to — and still does — is a place for people to interact with one another, to engage one another, to share ideas and opinions.
Remember that, and you'll know exactly what to do. What you post, how often and who posts it are details for you to figure out. But the goal needs to be engagement, not solicitation. And that means real conversation, listening as well as talking. Getting someone to "like" your page and then disappear into the woodwork is just a numbers game — not true engagement.
Christina Johns, director of new media for the International Fellowship of Christians & Jews, made it clear: "There are so many aspects of an organization that are all about the dollar, where raising money is a primary focus. There needs to be a balance. Otherwise people just feel like a checkbook."
So true. Facebook and other social-media sites are a relatively easy way to achieve that balance. If you've been holding back on engaging your supporters on these sites because you can't see an immediate and concrete ROI, it might be time to broaden your definition of the term and open the door to deeper, more engaged relationships with supporters (who, you know, could conceivably become donors).