5 Tips for Diving into Social Networking
- Fri, February 01 2008
- Filed under: Social networking and web 2.0
Today at Network for Good’s Six Degrees site, we wrapped up our part of America’s Giving Challenge, a campaign by Parade and the Case Foundation. We saw amazing performances by our wired fundraisers, and though the results aren’t yet final we can say they were incredible - many individuals raised tens of thousands of dollars for their causes.
To celebrate their achievements, I want to share this week’s tips from Network for Good on this topic, authored by my talented colleague Rebecca Ruby. Here’s what she says:
If you’re sitting at your computer hugging your organization’s mission statement, branding guide and/or special event brochure (the one that was approved by everyone in your office, your board, your babysitter, etc. etc.), it’s time to take a deep breath-this idea might scare you.
It’s time to turn your message over to your constituents.
That’s right: let your fundraisers spread the word for you, outside of your direct reach. People are most likely to donate to a cause if asked by someone they know. Unless you personally know everyone in your town, city, state, country, etc., you need to call in the big guns: your wired fundraisers.
Wired fundraisers come in two varieties: passionate fundraisers who happen to use social networking (also known as Web 2.0) tools and people who use these tools who have turned into fundraisers. In order to take full advantage of social networking opportunities, you need to develop a plan to find your wired fundraisers (and capture their email addresses), empower them with your message and let them use their social networking tools to fly solo.
Here are a few steps to get you started:
Pick one social networking channel in which to get involved. Try Change.org, Facebook or MySpace. Or set up a blog. But most importantly, don’t try to tackle everything that’s out there. It’s better to have a strong presence in one network than to spread your organization too thin across Web 2.0.
Search for potential supporters. Search the Change.org network, Facebook Causes or MySpace pages for a nonprofit with a similar mission as yours. See who their “friends” are and invite them to your cause once you’re up and running. Here are some examples:TransFair USA on Change.org
Grassroots International on MySpace
Campaign for Cancer Prevention on FacebookMake it easy for supporters to find you. As proactive as you’ll want to be in terms of reigning in new supporters, they’re going to look for you-make it easy for them to do so! Name your social networking page exactly as your organization is named. Again, have a strong presence in one channel rather than all of them. (Better a potential volunteer or donor can find your blog than miss your pages scattered across many networks.)
Build your house file. Once supporters of your cause have found you, make sure you give them a strong call to action to supply their email address to you so you can contact them later.
Encourage your new supporters to do your work for you (you know what I mean). Having Facebook friends isn’t enough. Now that you’ve started to cultivate relationships with these Internet superstars, empower them to share your charity with others: ask them to recruit friends to volunteer for you, create a charity badge and invite them to post it on their own blogs and social networking sites.
Learn more about wired fundraisers by reading Network for Good’s white paper The Wired Fundraiser: How Technology is Making Fundraising “Good to Go.”
For more information about social networking, check out transcripts from the two Nonprofit 911 conference calls on Network for Good’s Learning Center - many of these tips come from them!
Comments
Allow me to politely disagree with point #1:
You should not spend all of your energy chasing down different networks, but you need to have the realization that the network “flavor of the month” is subject to change. Crowds move, and they can move quickly. There are many dormant Facebook profiles out there, for instance, as a reaction to the Beacon/privacy issues.
My suggestion?
1) Stake a name in every network you can. If for no other reason, it keeps others from grabbing your organizational identity within these networks. In some cases, this can be just as important as owning the urls that match your name.
2) Create an external blog or content site. Use the RSS feeds from that site to populate *most* of your social network locations. MySpace, Facebook, and others support the importation of RSS feed content. Make it clear that it isn’t your primary network, but at least funnel important information and content there. Using RSS means you’re cutting down on duplicate entry.
3) Put the majority of your time and effort into working one strategic network really well. Add value to that community, and it will grow.
Then, later on, you’ll be ready to move your emphasis if something drastic were to happen, or if your primary community (or prospects) begin migrating to other platforms.
Katya - I love the resources here. Thanks for all you do…
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