To the Point: Get Ready to Rummage
3. Stop debating which channel is best.
Is direct mail dying? Will social media kill e-mail? Should we add mobile into our marketing mix? These are all bad questions when asked outside the context of your particular marketing program, campaign or ?organization. Instead, let your decisions regarding which marketing channels to use be driven by your audience requirements and your internal capacity to create ?content, use technology and manage staff.
4. Stop worrying about losing control.
Every time I do a workshop on social media, I get this question, "If we let our stakeholders speak for us, how can we make sure that they stay on message?" This is the wrong question, and here's why. If you search Google for your issue or organization, you'll see that your prospective (and current) donors, members, advocates and volunteers are already talking about you. In other words, "The train has already left the station." You don't get to keep people on message. However, you do get to decide if you want to join the conversation.
5. Stop saying you're not tech-savvy.
Like any other discipline, online fundraising, organizing and marketing are learned skills. No one is all-knowing about how to use social media or run an online ?campaign. Take a course. Start your own Facebook page. Jump onto Twitter. The best way to understand online tools is to use them. Just be sure to experiment via your personal versus your organizational brand.
6. Stop flying blind.
Finally, one of the beauties of online marketing and fundraising is that you can test just about anything. For example, when doing an e-mail campaign, you can test the effectiveness of subject lines, from lines, copy, video, etc. Similarly, analytics on your Web site can tell you who visits, as well as when and where they come from. Use this empirical data to drive your marketing effort instead of flying blind.