Tag Archives: donor relationship

Building Donor Relationships – one tweet at a time.

Here’s a classical frustrating moment in Fundraising: Have you ever heard this from a board member?

“If only we were better known! If people knew who we are – they’d give to us.”

Here’s another one: “We are the best kept secret in [insert state, city or category].”

We know that fundraising is about building relationships. As fundraisers, we are, often as not, trying to accomplish that one person at a time. How can we expand that effort?

Recently, a volunteer told me that I could take a lesson in “PR” from Coca Cola, “…a company known ALL OVER THE WORLD, Jolynn!”

Do you want to know why?! Coca Cola’s marketing budget is currently around the $11 billion mark. I could get a lot of awareness and catchy tag lines if my marketing budget was… well, it can’t be helped. And, they are right. We need awareness.

So what can we do? Here one quick idea around social media and awareness:

If your board members, volunteers and staff have facebook pages or twitter accounts – you can work on a campaign of word of mouth advertising.

Ask your board, your volunteer support group and your staff to take 5 minutes to put a message up on their wall. This isn’t about fundraising, it’s about sharing the mission of the organization. They would be acting as ambassadors, not solicitors. Provide the message – maybe in a couple of different forms – to your ambassadors.

An example would be:

I work (volunteer) for such a great organization. ABC Charity just won a prestigious award for outstanding research and I couldn’t be more proud. They are saving childrens’ lives! Go here to see a great story.

(The link must land on some quality content on the ABC Charity website.)

Provide a message to them once every couple of weeks. Again – drive them to your website where you have some fabulous content for them to see!

It’s an easy way to encourage engagement on your website, participation by your supporters and awareness of your cause.

A real-life example of how this works:

In a recent meeting with a great board member, I was going over his portfolio of contacts to determine strategies for approaching them. We were stuck on two – one is a well-known radio personality. The other was in the entertainment business – again, well-known. My volunteer was hesitant to approach either of them for donations. I quickly changed tack. Do they have twitter accounts? We looked them up and they do – with quite a few followers. How about asking them to tweet a message from us when we have something great to share? My board member loved the idea and was perfectly willing to do this.

Of course, we hope that while they are tweeting out our message, they get to know us and will be ready to attend events, go on tours and become supporters.

Isn’t it nice that we have so many options open to us now, fellow fundraisers? Social media and content marketing is a great way to build relationships.  So get out there, label your campaign, enlist your volunteers and send out your message!