You hear it all the time. So often, perhaps, that you’ve tuned it out…
Use online communications and social media to tell your story, give people tangible reasons to get involved, and engage people…interact with them.
We don’t come across enough examples of this in action. It becomes hard to describe what this really means and how engaging people is different than the traditional ways in which organizations are used to talking at an audience.
Here are a couple great examples from the online fundraising space.
Vasileios Kospanos shares a great story of how Britain’s Wild Futures and the Monkey Sanctuary engaged Twitter followers in a fundraising campaign. Over the course of a couple weeks, Wild Futures shared stories and photos of monkeys that could be ‘adopted’ through a donation. This wasn’t just a call to donate to a worthy cause. That’s an easy pitch to make, though not effective. Wild Futures invited people in, shared photos, told stories. It is a different experience – one that doesn’t assume a potential donor is already convinced to give (which they rarely are).
Another good example comes from the Ocean Conservancy’s year-end fundraising campaign that was shared in Convio’s Connection Cafe. This campaign included clear expressions of appreciation for donors (up front, not just after a gift was made), explanation of the value of donations and examples of successes over the year. Sara Thomas, Senior Manager of Digital Marketing at Ocean Conservancy writes:
It was important to us that we give our constituency tangible actions; reasons to continue supporting us and evidence that we were worthy of their gifts. And everything from our design and messaging, to the various channels we chose to engage with our constituency on, reflected just that.
These are just a couple great recent examples of online engagement in action. The tools matter less than the stories you tell, the clear demonstration of value and the ways in which individuals can respond and share. Would love it if you shared your own examples in the comments.