Network for Good‘s Katya Andresen explains why you can’t just focus on older donors, even though they have traditionally been the most reliable givers.   Older constituents are also getting more active in social media , per reviews in The Agitator.net and the Chronicle of Philanthropy of a recent Pew Internet report.

It’s challenging to change the name of a major event, but the March of Dimes used a variety of strategies to rebrand its major fundraising event (not all which worked well).

Courtesy of Big Duck’s blog, use these tips to revitalize your email subject lines.  (Sorry, email is still a valuable way to reach constituents, despite the rising role of social media.)

Finally, TechSoup asks what does your organization look like from the outside, reminding us of the importance of clear, consistent messaging across our online (and offline) communications.

Have a safe and restful Labor Day weekend.

1. Identify what giving levels are ‘mid-level’ for your organization – will vary depending on your constituent base
2. Focus on patterns such as how long these donors have been supporting you, at what time of year, and what age or life stage they are at (there are ways to append this information from other sources if you don’t usually collect it)
3. Develop stewardship strategies to develop closer relationships with these supporters, e.g. personalized thank yous or opportunities to interact directly with organization staff.

To do this effectively, you must have a central database which everyone uses, and where you enter each ‘touch point’ you have with a constituent.  The product you select doesn’t have to be expensive, but you need to develop an organization mindset where staff are accustomed to tracking and sharing information.  This can sometimes be a greater challenge than finding the right product.

I asked these questions during the Q&A session:

• Who in development should be assigned to mid-level donors?  The first response was ‘whoever is willing to take it,’ but generally it should be given to those who work with major donors.  After all, the hope is that many of these mid-level contributors will eventually advance to the major donor level.
• What about having the same person work with a donor as she/he rises through the fundraising pyramid, providing continuity and allowing a solid relationship to be built?  Lawrence said that he hasn’t often seen this in over 30 years of working with nonprofits, and that it might be difficult due to the high turnover of development staff.  But he added that if it could be done, it would most likely be successful.

Think of how you feel when you get to know a salesperson when preparing to buy a software product, then as soon as you make the purchase, you have to deal with the normal support staff, who then have to learn all over about your organization’s needs.  Wouldn’t you feel more comfortable if you could continue to work with the person you started with?  Try this with your constituents and see if it encourages them to move further along the fundraising pyramid.

1. Examine your motivation.  If your prime purpose is to utilize a new technology or to mimic what other nonprofits are doing, that’s not enough of a reason.  If you want to make it easier for supporters to find what they need and to feel more connected with your organization’s mission, then you’re on the right track.
2. Plan what content management system (CMS) will best suit your needs.  As has always been the case with technology, you need to find the right balance between functionality and ease of use.  Your staff must feel comfortable with whatever tool you select so they will keep the website up to date.
3. Before hiring a consultant or agency to help manage the process, make sure you speak with references.  Beware those who are overly committed to one product or platform, especially if they haven’t yet taken the time to understand your needs.
4. Check for consistency with other communication channels: images, messaging, design.  If you’re planning a new look for your website, your other materials will need to change too.
5. Make sure your new design provides multiple ways for constituents to give feedback and to be engaged.  Provide links or active feeds from your Facebook and Twitter streams.
6. Identify all stakeholders in your organization and set up a process by which departments work together throughout site development – website redesign must be a collaborative process.
7. Get feedback from constituents before, during and after the new site is launched.  Don’t fall into the trap of getting opinions mostly from co-workers or from the consultant / vendor that’s assisting you.
8. Consider using agile project management processes to split the project into small chunks.  This will allow you to celebrate small successes and make changes along the way.
9. Don’t forget to include staff training in your project plan, especially if you’re implementing a new CMS.  Provide training in many formats: printed documentation, on screen FAQs, webinars, live classes etc.
10. Using tools such as Google Analytics, take the time to analyze what your constituents are most frequently seeking, and make sure your new design reflects those needs.

Website design doesn’t end when you launch the new site.  As you continue to get supporter feedback, continue to tweak as needed.  A website should be constantly evolving as you discover new ways to inform and engage your audience.

At Bonnie’s presentation, I replied to an audience question about how does someone show that they are  ’social media savvy’?  For an individual who wants to establish their professional brand, start with LinkedIn and then a blog – if you can maintain it regularly.  For an organization, Frank suggested selecting a few social networks to start with, preferably those where your constituents are already speaking about your organization and/or cause.  Don’t try to be ‘everywhere’ or by simply using the same messaging.

Should one try to maintain separate professional and personal profiles on sites such as Twitter?  Bonnie said no, that it’s better to ‘be who you are.’   I agree – but make sure that at least 75-80% of your posts are related to your brand.  Bonnie added that every nonprofit should have a social media policy – see this example.

How do you find out what others are saying about your organization.  Frank summarized these tools, only one which is paid:

• socialmention
• twitter search (my tip – use the advanced option)
• google alerts
• technorati (to search blogs)
• igoogle dashboard (can be used to summarize feeds from above sites)
• radian6 (paid, but provides more sophisticated options)

If you are on social media, you need to engage your audience in conversation, not just send out information.  Frank suggested several ways to enhance your Facebook presence:

1. use custom tabs
2. create calls to action (e.g. sign up for our enewsletter)
3. provide direct links to other social networking sites
4. customize your logo
5. take advantage of Facebook’s built in photo sharing tool (or use Flickr)
6. post updates on your events
7. use third party fundraising tools
8. allow others to post on your wall
9. use video to connect with supporters
10. include content from your blog

Here’s another perspective on designing social media engagement from Debra Askanase.

Don’t forget to learn from those nonprofits that are actively using social media to build their supporter base;  Patrick Kwan and Carie Lewis at the Humane Society;  Wendy Harman of the American Red Cross, and the National Wildlife Federation‘s Danielle Brigida.  (As Frank pointed out, it’s best to put someone in your organization in charge of your social media efforts.)

Is social media worthwhile?  In my view, it’s important to measure your success not only by the financial contributions your organization receives, but by the level of commitment supporters demonstrate to your mission.  By maintaining an ongoing conversation with constituents in social media, you will ultimately benefit by both measures.

1. project management on web redesigns
2. optimizing web sites for social media
3. asking the right questions to appeal to the right audience
4. getting help with web analytics with the Analysis Exchange
5. tips on creating website content
6. taking advantage of the mobile web
7. a roundup of other useful links, also featured in Nten’s blog

Many nonprofits have started to phase out paper newsletters in favor of enewsletters, but I wonder whether even this medium is still an effective way to reach constituents.  The average open rate for email newsletters is usually around 20% (see e2010 Nonprofit Benchmarks Study), and even those who do open them probably only scan them quickly.  When I realized the value of Nten’s content, my first inclination was to share the articles individually through my Twitter stream.  While many sites now have an easy way to do this, I often use Add This, which I’ve installed on my computer for easy sharing to multiple social networking sites.

No, I’m not advocating that you ditch the enewsletter.  But I am suggesting that wherever possible, you make information available to your constituents in small bites, and make sure there is an easy way to share content through social media and by emailing to friends.  And if you want to make sure your great content is noticed, make it available in multiple channels, but make sure to tweak to take advantage of strengths of each medium.

Joe says his book is not about sadness but about hope – hope that confirms it’s a wonderful life when you focus on what is good.  While he kept insisting that he’s ‘only a teacher,’ Joe not only created a touching memoir to his wife (and is currently writing a sequel) but also formed a foundation which helps others dealing with cancer.  What better way is there to commemorate a loved one’s life than to do such good work in her name?

Of course I bought the book and told Joe I would help spread the word about his cause, which is also being funded by many events taking place in and around Long Island, NY.  This certainly wasn’t something I expected to find at an arts and crafts fair, but somehow it was the only ‘exhibitor’ that I will long remember.

1. Hire people that are enthusiastic about your mission, and who can spread the word to their networks.  As Beth Kanter points out in her recently released The Networked Nonprofit, this also means recruiting those outside of your organization who are also willing to help.
2. Keep building your email list.  While it’s nice to have followers on Twitter and friends on Facebook, it’s still important to be able to directly communicate with supporters by email, and not only when you want to ask for donations.
3. Learn from what other nonprofits have done, such as the wildly successful Charity:Water, and don’t be afraid to ask others for help (try Progressive Exchange);  nonprofit professionals are usually very generous with their knowledge.
4. Read publications such as Convio’s Nonprofit Online Fundraising Guide and Blackbaud’s Index of Online Giving, as well as this recent publication focusing on grassroots environmental organizations, but which has ideas which can be helpful to all nonprofits.
5. If you’re not already a member, join organizations such as Nten, where you will be able to share ideas with colleagues, attend online trainings and keep yourself motivated.

But in ignoring Facebook, I’ve made the same mistake as many nonprofits that are beginning to use social networking tools – not going where the constituents are.  Facebook is approaching the 500 million user mark, and is expected to go much higher.  Clearly, it is fulfilling the need that our supporters have to be connected to each other.  I’ve also noticed more of an overlap between personal and professional posts, an issue that my friend Farra Trompeter of Big Duck has often spoken about.  While I’m not suggesting that you share details of your personal life for the world to see and comment upon, it is a good idea to show more than one dimension of your personality.

What does this mean for nonprofits?  The more you can get to know about your constituents, the better you can develop your relationship.  You can find out by analyzing which of your web pages are most popular with Google Analytics, by taking surveys or polls with tools such as SurveyMonkey, or by simply asking what their most important priorities are.  You can also learn from listening and by using simple tools such as Google Alerts.

Even if you don’t fully understand why it’s become such a phenomenon, you can’t afford to ignore Facebook.  But make sure you review your privacy settings so you understand how your information will be shared. For a detailed description of Facebook’s brief but remarkable history, read David Kirkpatrick’s The Facebook Effect.  For help on deciding what to put on Facebook vs. Twitter vs. other social networking sites, see my post earlier this year, What Content to Post in Each Channel.

Addendum 7/15/10 – I will be featured today on Nten’s Facebook page.

Naveen described his product as ‘software designed to change people’s behavior,’ to ‘get them to do more things, go more places.’  In addition to becoming ‘mayor’ of places frequently visited, Foursquare users can display badges as well as take advantage of promotions offered by participating vendors.  Shelley described how her organization has used Foursquare to get more involved with the community surrounding the Brooklyn Museum.  Interestingly, when she was asked whether the museum’s initiatives have resulted in an increase in museum visits or in donations, she said that Foursquare doesn’t yet offer enough information to be able to evaluate this.  Naveen added that Foursquare currently offers limited demographics on who is currently using its service.

Why has Foursquare worked well for the Brooklyn Museum?  Shelley explained that it was the nonprofit’s ‘social culture,’ which is further discussed in the recently released book, The Networked Nonprofit (Beth Kanter also attended last night’s event).  Another attendee from the Metropolitan Museum also described using Foursquare, but pointed out that it was more tied into the Met’s focus on education (vs. the Brooklyn Museum’s emphasis on community).

Reportedly Facebook is already working on including a similar functionality within its service, so it will be interesting to see how this affects Foursquare.  What I find most interesting is that for many of us who use the web, it really doesn’t matter where we are.  Yet with Foursquare, users are encouraged to ‘check in’ to their location several times daily, and to possibly connect with (in person) other friends who are where you are.  Can this be beneficial for a typical nonprofit?  If your constituents are using Foursquare, it may be interesting to find out.  But as has been done by the Brooklyn Museum and the Metropolitan Museum, first consider your organization’s mission and how this type of product can fit in.

Thanks to group leaders Charles Lenchner, Thomas Negron and Farra Trompeter and to Planned Parenthood who hosted the event and provided snacks.  This was the largest crowd that I can recall for a NYC 501 Tech Club gathering.  See also Farra’s recap.

P.S. Has your nonprofit tried Foursquare yet?  If so, leave a comment detailing your experience.  I will offer a free Nten webinar registration to first person that responds.

1. The Networked Nonprofit – Beth Kanter & Allison Fine – as discussed last week, Beth & Allison offer advice on how to use social media to make your nonprofit more ‘open’ and is authored by two of the most respected experts.  More about live book release events here.
2. Fundraising When Money Is Tight – Mal Warwick – Having long advised fundraisers, Mal focuses on how to survive in tough times.
3. Raising Thousands (if Not Tens of Thousands) of Dollars with Email – Madeline Stanionis – Email marketing is still the nucleus of many organizations’ fundraising campaigns;  Madeline advises on how to use it most effectively
4. The Nonprofit Marketing Guide – Kivi Leroux Miller – Kivi has always been generous with her knowledge on the web;  the book offers advice on “high impact, low cost ways to build support” for your cause
5. Internet Management for Nonprofits – Ted Hart, James Greenfield, Steve MacLaughlin, Philip Geier – Recommended by Nten‘s Holly Ross, this book offers individual chapters by a wide range of ephilanthropy experts
6. The Ask – Laura Fredericks – While not heavy in online techniques, Laura offers many specifics on ‘how to ask anyone for any amount for any purpose.’
7. Developing Your Case for Support – Timothy Seiler – I haven’t started reading yet, but my sense is that many nonprofits can benefit from a systematic approach of demonstrating to potential contributors why they should help
8. Open Leadership – Charlene Li – Follow up to her popular Groundswell, Charlene describes how social media can help your organization

A few more that are not nonprofit specific, but are still very relevant:

9. Rework – Jason Fried & David Hansson – Authors are founders of 37signals, developers of project management software Basecamp.
10. Switch – Chip Heath & Dan Heath – I am always fascinated by books about the change process;  Chip & Dan’s suggestion of focusing on what works, not on what doesn’t, is particularly enlightening.

You may be able to get some of these from your local library.  (If you’re in New York, please help the New York Public Library, which is facing drastic funding cuts.)  Above (affiliate) links are through Amazon, which usually has the best prices.  So if you’re heading for the beach, take one of these books along.