Busy week so we’re going to wrap it by kinda sorta phoning it in. And there’s the theme for the main story here.
Earlier this week I received an email of the “take action/write congress now” nature about an issue that to me seemed pretty intense, important and, well, worthy of stepping up and clicking that button to write my Congresswoman. All in all it was pretty well written and compelling.
A couple things struck me as odd.
The PS was a call to join the organization on Facebook and Twitter. The links went to the general Facebook wall and Twitter page. If taking a shot at clouding an advocacy action with a social media call to action then make the landing page relevant to the action at hand.
There should be one clear call to action and one clear goal in your message. If one clicks the Facebook link she’s not coming back to the email, especially if the content on Facebook at that moment has nothing to do with the issue.
At this point, folks, people know about Facebook, know your organization has a Facebook page, and they know how to find it and follow your organization. Why distract from your message with a confusing call to the obvious?
Focus. Drive towards a goal-oriented conversion or don’t bother. Don’t phone it in.
Second, the message was “signed” by the organization and not a person. Perhaps this has little or no impact on the number of respondents but it sends a message that there aren’t actual people there writing these messages, staying on top of the issue…someone that could tell me personally what the hell is happening. People connect with people. Not organizations.
Wrapping up the week
Some smart thinking on the Intertubes this week:
Punk views on social media writes about the brand army. A lot of smart organizations look to identify some of their most active social media followers and give them tools to spread the word. Many others just sorta hope that will happen. Instead, look at social media following as the start of the engagement process. Empower and enable everyone there to get involved, spread the word and speak on your behalf. Create an army.
Get a digital product manager for your nonprofit. WHAT? Daniel Atwood ran digital at the impressive Iraq and Afghanistan Veterans Association for several years. He notes that digital has changed the nature of how many people view the role of nonprofit organizations. Increasingly, folks want tools to make change directly. Heard of Change.org? Nonprofits know what’s going on in their field and are often creating tools for change. Why not think of these as products for people, not just staff?
Digital teams need to get a handle on how they position themselves in the organization if they want to stop underperforming. That’s part of the message from Jason Mogus over at Communicopia, a firm that’s been putting forth a ton of smart thinking lately about digital teams. Fact is most digital staff really need to build their leadership skills and take charge of their team’s destiny. It won’t be easy but is imperative for the team success (and the organization’s).