Social media for fundraisers

I've just given a presentation on social media strategy for communication managers at non profits and it got me thinking about the integration of communications and fundraising. The biggest organisation attending had employees dedicated to social media communications and to fundraising. The smallest organisation had two employees. So let's presume that most organisations don't have people dedicated to social media.communications.

For the fundraiser social media could be a valuable tool in acquisition and in retention but it could also be a  huge time waster and a diversion from the real job objectives. The challenge for the fundraiser, and perhaps any communications manager is to spread the load.

Collaboration is the key. While the fundraiser might be concerned about donor relations, retention and acquisition, other members of the senior team will have their own objectives - education, lobbying, advocacy, information, brand management etc.

On this particular communications tool, the smart organisation will be working collaboratively to ensure that resources are used to the best effect. There will be new roles and responsibilities delegated to different staff members. For example the new hire who already has her own facebook site and easily sends numerous twitters to her friends every day will become the social media adviser and trainer. The IT guy who hardly ever leaves his office will be the moderator. The nurse or social worker will be content specialist and a disabled client living in rural Northland will provide the monthly reports on web users, traffic, number of followers and topics of conversation. The fundraiser may tap into all of these areas of expertise and all of this content to digest into a weekly, monthly blog for donors.

The fundraiser may decide the key area is relationship building. So instead of focusing on the internal needs, he or she focuses on donor recognition at the places where donors hang out.

Here's some ideas for donor relationship building

• Identify the face book sites of your donors and post thank you's where all their friends can see! 
• Celebrate their philanthropy with virtual certificates and endorsements - become friends through social websites
• Track the special interests of your donors through sites like Linkedin and actively communicate in the groups they are following
• Actively seek information about social media sites your supporters are following
• Set up closed groups for specific stakeholders to meet and converse with each other
• Ask influential or respected people to thank your best donors through social media such as Facebook or Linkedin
• Introduce your supporters to each other through social media sites
• Seek feedback from your supporters through social media tools