"I recently started with a nonprofit as their in-house web and social media guru. We have a decent following on Facebook and Twitter, but I want to up our web presence, and encourage people to take part in our events. Does anyone have feedback on good engagement strategies? Thanks!"
In the non-profit for which I worked, we decided that content was key - content our donors would be interested in. So, we changed our perspective on the Marketing department and decided to come at it from the point of view of a newsroom. We got someone to be our reporter and added a blog-like news feed to the top of our homepage. Then we re-designed our website to have the look, feel, and functionality of a news website, taking design inspiration from websites like Newsweek, CNN, etc. As we started to generate original news-like content on our site, we shared those articles on all our social media sites. Sometimes we'd take news articles appearing in the major media sources, provide links to them, and add notes on how the story is relevant to the work we do. Of course, all the articles were about moving stories concerning the people our non-profit was set up to help, and donation buttons were at the bottom of each article.
If people are to give to support a cause, they need to be inspired and informed about the good that can be done. This makes them more likely to want to be a part of it. Once they've given, they deserve to know what's being done with their gifts. In that regard, you can envision your connection with your donor as a two-way street. Inspiring and informative original news flows from you to them, and support flows from them to you. Or, you purchase their support by providing them the content they need and want.
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