Lara Littlefield’s posts last week laid out steps nonprofits can take before they begin using social media. But have you ever wondered how your organization can actually use social media in a targeted way to achieve specific fundraising or other goals?
Here’s a great example for you. Communities in Schools of Washington (CISWA) recently launched the Schools Can’t Do It Alone campaign (http://schoolscantdoitalone.org). Scheduled to run throughout the summer, the campaign focuses on the following goals: securing gifts from 250 new individual donors; raising awareness of CISWA statewide; and assessing how the organization can best use social media to drive both giving and awareness in the future. CISWA is using a number of channels to get the word out about the campaign—their website and the websites of CIS local organizations around the state, Twitter, Facebook, and e-newsletters. CISWA board members have been encouraged to share the link in any way they prefer, as have the board members of CIS locals.
This campaign gave the organization a way to test the waters with some social media strategies, and to potentially attract new supporters with a minimal investment of staff time. At the same time, the campaign has given board members some ready-made talking points when friends, colleagues, and families ask them about the work of Communities in Schools.
What I like about this campaign is that CISWA first identified what the organization needed (new donors and greater awareness), developed specific strategies to meet these needs by using and testing social media tools, and then set specific goals to determine whether the campaign and its strategies were successful.
I encourage you to check out the link. Anyone with additional questions may contact Chuck Tiernan, Development Director, Communities in Schools of Washington at email@example.com.
Will any of these strategies work for you? Do you have successful examples to share of using social media to drive awareness and/or fundraising?
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About the Author
Kristin Barsness CFRE
With a researcher’s eye for the important details, Kristin understands the intricacies of building strong donor relationships to meet your fundraising goals.