Book: ‘Social Media Tactics for Nonprofits’
FS: What are nonprofits doing wrong in the social-media space as far as fundraising is concerned?
The authors: 1. Starting there! 2. Running social media in a vacuum. 3. Only focusing on fundraising to the detriment of engagement. (Making it their principal goal.)
FS: What is the most surprising thing fundraisers will read in your book?
The authors: Fundraising on its own isn't social — it's personal. Attacking this issue with a fundraising attitude may not work. It's wise to allow the marketing of a campaign to be social, rather than the fundraising itself.
Finally, Mathos and Norman shared with us the top five essential tips that can be drawn from their book.
- Get a strategy. Do not pass go until you have it documented and have buy-in for it.
- Invest the time up front to properly brand and set up your social-media accounts.
- Integrated communications is key — be sure to leverage all available channels to drive to social and vice versa.
- Create compelling content that people want to share, comment on, repost, etc. Think of it as social capital — what are you contributing to the community?
- Social-media platforms let you truly dig deep into demographic and behavioral data because users readily provide it. Respect the data, and use it! FS