Orgs Telling Stories On Facebook and Customer Relationship Management

Org's telling stories on Facebook & constituent relationship mgmt.

For Leatherstocking Agency Executives Association

 presented by

Kathryn Dailey

• Director of Development for Soccer Hall of Fame, Oneonta NY

 • [email protected] 

Dawn A.M. Stever

• Director of Annual Giving for Hartwick College, Oneonta NY

 • [email protected]

Michael Wesolowski

• Public Relations/ Project Coordinator for Malignant Hyperthermia Association of the United States, Sherburne NY

 • [email protected]

Why organizations use Facebook

• Many of our constituents already use FB.• To build awareness, identify, recruit, engage

new/current constituents to help understand their motivations to drive:oFundraisingoAdvocacyoVolunteerismoEvent promotion

•  It is free*

No experience necessary

How to start?

Identify your community?

Who is your community?

Who is your community?

What is your community saying?

Think about how we tell stories?

Think about how we tell stories?

Think about how we tell stories?

What is our story?

Write it down

Plan how to tell the story

Take a deep breath

Jump in!

It all starts with your profile

Then create a group or a page

Be aware

• Constituent activity on FB is not happening on your website.

• FB limits the data you can see about the activity on your groups & pages such as:o Demographic & psychographic datao Member activity & interaction tracking

• Consituent relationship managment, donor development, & fundraising are inefficient.

Tips

• Keep content freshoPost often.

• Avoid mass message speakoEngage members with short targeted

messages in conversational language like writing to a friend; use pronouns.

• *Facebook is time consumingoWhile FB is free the labor to make it work

is not.

Other tools to consider

Blogs• www.blogger.com• www.blogspot.com/• www.typepad.com/• wordpress.org/ Bookmarks• delicious.com/  

Image Sharing• www.flickr.com/• www.slideshare.net/ Real-time messaging• twitter.com/ Video• www.youtube.com/

Information sources

Effective technology use• www.bethkanter.org/

Social media strategy• www.chrisbrogan.com/ 

Marketing• http://www.nonprofitmarketingblog.com/• http://www.gettingattention.org/ 

Blog information• www.highcontext.com/weblog

Internet public relations• www.briansolis.com/

Constitutent relationship mgmt.

Software that enables a not for profit to better organize communications & to fundraise• Tracks messages to:

oPrevent duplicationoBalance “asks” versus “informtion.”oNurturing peoples interestoBuild awareness, then considerationoEngage with constituent oMove constituent to purchase/ donate.

You can do it!