7 Steps to Achieve More Contributions

By - Ramon Garcia

Non-profit organizations spend a great deal of effort changing people’s lives and improving the quality life for our communities. Because their revenue is based on government grants and charity, it is easy to assume that strategic thinking is not an appropriate function of a non-profit organization.  However, it is of the outmost importance that non-profits start strategically thinking in engaging for-profit companies, politicians, and the public in general so that the support for their particular mission is increased; which results in greater impact on those sectors they serve.

Here are some ways to start thinking strategically when embarking in the adventure of social media.

1.  Begin with understanding your environment. Involve your board of directors and the leadership of your organization to construct an honest accurate picture of the situation your organization works under.
   1. Assess what you are doing incredibly well. Your strengths are an important skill that will many times determine how far you can go. Don’t be shy and don’t under sell your strengths as an organization. List them honestly and don’t be modest.
   2. As you assess your strengths, you will probably find a few things that you can categorize as “needs improvement.”  Embrace your weaknesses and recognize the areas that you want to improve.  Remember that before improving you need to accept your weaknesses.
   3. Find the opportunities around you. Where is the potential around you?  For example, there might be a partnership that will strengthen your services, or give you more exposure in the community.
   4. Think about the environment outside of your agency, a look for those things you fear may happen, such as cuts on social service budget from the government, legislatures that impact your work in a negative way, or the next trend that draws attention from your mission. These are all examples of things that threaten your sustainability.
2. When you get to understand your environment better, then you can start thinking about that section of the population you want to care about the work you do.  Look for those segments of people who are most likely to support you, and be an ally for your cause.  Once you fine them be very direct in talking to them through your internet channels such as your website, facebook, or twitter pages.
   1. Keep in mind that when you talk to them, they probably have already heard from many other causes that exist out there. Tell them exactly why they should listen to you. What makes your organization special and different from others? Always keep that in mind when you upload content to your social media.
   2. Make an argument of why your organization should get their support. Here is when your list of strengths comes in handy. An important note here is that you should use those strengths in your organization that would most likely be relatable to something in their lives.
3. Set clear cut objectives.
   1. You can set objectives with things like: “Getting 300” new likes on the Facebook page. Or receiving $5,000 in new contributions from Facabook followers. You can set your objectives in things that will benefit you in the long run, such as receiving most popular non-profit of the year in your area of service. This will eventually translate into more people being interested in who you are and what you are doing.
4. Determine what internet channels fit your organization the best. Is it your webpage, Facebook, Twitter, Youtube channel, etc? Think about what component of each of those will be the best way to receive support or monetary contribution. It could be a combination of a few of those.
   1. Be flexible on this. Remember the important thing is to achieve your objectives, so leave room for learning and changing as you go through this process.
5. You will need to invest a lot of time in the maintenance and implementation of your e-strategies.
   1. Determine who will be in charge of adding meaningful and relatable content to your social media sites.
   2. Define the theme of what you will be talking about. It’s like writing a grant.
   3. Agree on something that you will be promoting. Remember to keep it true to the work you do, but not so complicated that it takes too much to understand.
   4. If you are using multiple social media channel, keep your message consistent and appealing. Consistency is the key.
   5. Always keep track of how effective you are being at gaining new supporters. Be mindful of what content moves your audience the most.
6. If you can have a budget for this item. In the non-profit world is tough to do something like this, but try to allocate some of your unrestricted funds to this effort. Think about what kind of support you will receive, and if it is monetary, make sure your costs don’t exceed those contributions.
7. Set up a system of how you will measure your success. It could be a determined amount of contribution, “likes” of your pages, number of new followers, responses to charity event invitations, etc.

Thinking strategically will empower you and your organization to reach more people and make them a friend of your cause.  It is imperative that you continue to talk about the impact of your work. Show people why they should care about the work you do, but most importantly show them why they should care that you are doing it. Be motivated. Remember that as a non-profit the biggest success comes in being able to improve the quality of life for all the people around you.

Resource: E-Marketing 7th Edition