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Monthly Archives: March 2011

Don’t Miss Your Opportunity to Engage Your Audience

There’s a chance that your nonprofit organization may be a little hesitant to develop new media strategies and be involved in an online community. Delving into the world of social media can be a daunting task but it is so unbelievably necessary for your organization to grow. It is important to know that according to a report from the Pew Research Center, found in a post by Mark Milian of CNN, Internet users are far more likely to be active in volunteer organizations than non-internet users. This being said, as an organization, you need to take advantage of that!

In the previously mentioned post, Milian mentions that of the 2,300 web-users surveyed in the Pew Research Center report, 80 percent are actively involved in groups compared to 56 percent who are not web-users. The report stated that these active Internet users  feel a significantly larger amount of pride and accomplishment toward the organizations they are involved in. This sense of community created by the internet was an important factor in Charity: Water’s success as a nonprofit organization. Charity: Water is a nonprofit organization that works to supply drinkable water to developing countries. Milian states that because the charity began as such a small entity, it utilized the web’s cheap tools and large audience reach in order to expand. The charity credits social media such as Twitter and Facebook to their steady growth.

Blogger Jeremy Smith wrote a post in regards to the Pew Research Center report and states that a nonprofit organization leader simply cannot afford to overlook social media. He states that while the web-users mentioned in the report are more likely to be involved in groups, they also show more loyalty and commitment to the groups they participate in. Smith says that if your organization is not engaging in the same social media tools that your audiences are engaging in, then your organization is making a monster of a mistake.

If you are serious about the cause you are promoting as a nonprofit organization, you must take it upon yourself to reach your target audiences. These studies show that your audiences can be best reached by engaging with them through social media. If you’re not already utilizing social media tools to engage your audience, it is not too late to shift from being proactive to active.

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Posted by on March 23, 2011 in Uncategorized

 

Measuring Your Nonprofit’s Social Media Achievement

You’re probably wondering how you can track the success of your social media efforts. Because you are trying to turn constituents into donors, it is important that you determine which social medias will work best. There are many factors to take into account while determining whether or not a social media is beneficial to your organization. According to Anna Johnson in her article “5 Ways to Measure Social Media Success,”the main elements that must be tracked are:

  1. Social media views
  2. Fans and followers
  3. Likes, Retweets, and Shares
  4. Traffic
  5. Sales and conversions

Measuring Your Nonprofit Marketing” is a helpful blog post written by Howard Adam Levy. In this post he describes the five most important steps to take in order to effectively measure your social media use. The first important step is to establish goals that your organization aspires to achieve. Levy states that this could include increasing donations or simply improving your organization’s online visibility. Secondly, it is crucial to understand that your organization won’t be able to measure everything. Although you can’t measure everything, it is important to regularly analyze your dashboard, which is the third step of the process. Levy says that this helps you understand exactly what’s working for your organization. The fourth step of the process (and in my personal opinion the most important) is to act on what you have learned. Acting on what you have learned can greatly improve the quality of your organization. If a certain aspect of social media is working for your organization, take advantage of it. If a certain aspect of social media is not working for your organization, make some changes. The fifth and final step that Levy offers your nonprofit organization is to take advantage of the free monitoring tools whenever they are available. Use tools such as Google Analytics and Google Alerts to your full advantage.

An important aspect of measuring social media success that went unmentioned in Levy’s post is keyword search. Keyword searches are crucial  factors in increasing your online visibility and improving your online traffic. J.D. Lasica, in his blog post, “Keywords, Search Marketing and Data Mining,” provides useful information on what keyword marketing is, its sources, and what tools your organization can use to measure it as well as improve it.

By implementing all of these measurement ideas, you can further increase your nonprofit’s success. Monitoring, measuring and adjusting can take your organization far!

 
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Posted by on March 16, 2011 in Uncategorized