Not-for-Profit Blog

It pays to be social

Having visibility of what people are saying about your organisation on social media is an essential part of any communications mix these days...

Having visibility of what people are saying about your organisation on social media is an essential part of any communications mix these days. And being able to manage that activity from within your CRM system makes total sense.

There are many benefits to this approach such as reporting on the popularity of a social campaign and how active members or supporters have been, then taking action (in real time) on how you’re going to develop that campaign further. Maybe there’s a photo or press opportunity that you can both get involved in, or even just a message of thanks to that person.

Two way communications

Social is, after all, about two-way communication, responding in real time and getting involved in conversations at a grass root level. It’s about managing reputation and enabling your audience to voice their opinions. It offers up many other opportunities such as gathering invaluable intelligence as feedback. But how many of us have the time to regularly trawl through our social media channels for mentions of our organisation?

It’s something that we all know we need to do more of but don’t because there’s so much else to attend to. Of course, this means that there will be some important conversations that are going unheard. Wouldn’t it be great if you could potentially monitor all of your social channels from one central hub – giving you the power to communicate with your supporters in real-time?

All about relationships

You often hear about CRM or “Customer Relationship Management” but it is rarely understood, especially in relation to the importance of timely interactions. Just like adding (unlimited) new contacts, creating and sending out marketing communications and segmenting data; monitoring your social media mentions in Access thankQ CRM only takes a couple of clicks. Imagine that? Keeping track of mentions and joining in on conversations, replying in real-time – and by any method you would like: social replies, a quick e-shot, or why not send a personalised good ‘ole letter?

Nurturing your audience

If that person is someone who is already in your database, then their social comments will be stored within their contact information, so you can see all your interactions over time. It’s much easier to have a meaningful conversation when you have a communications trail to refer to. It’s so powerful because we all want to feel that our voice is being heard, so incorporating social into the equation is another step in creating more meaningful communications and managing your relationships even better.

Social media is just as applicable to schools, membership organisations, government bodies, charitable visitor attractions and museums, as is it is to every other charitable organisation and fundraising activity. We only have to look at the Ice Bucket challenge to get an idea of the impact that social can have including celebrities promoting the cause through the likes of Facebook or Twitter.

There are many examples of great social media campaigns such as Stephen Sutton who raised an incredible £3m for charity before he lost his battle with bowel cancer or the Pennsylvania family’s pumpkin spice latte act of kindness following the tragic death of their daughter. Or even the mental health campaigner who used the viral power of social media to help find the person that had helped to save his life with a campaign to Find Mike.

Social Media is a powerful way for individuals and organisations to get a cause out there. It’s a perfect way to connect with an audience, reinforce brands, values and shared experiences, and just like any other marketing channel it needs to be monitored and tracked. It’s a powerful tool that all not for profits should engage in to help forge deeper and greater relationships with those they are there to serve and help.