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Social Media Beneath the Surface

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So many readers enjoyed my post “Are You Listening, Nonprofits?“, I thought you might like a little more advice about social listening.

Submarine using sonar

Most social media is below the surface

Craig Jamieson is a submarine fan, and he tells us that social listening is like sonar.  Use it to find:

  • Conversations that reveal something about the people who support you or the people you serve.
  • Mentions of your organization. Ever wonder whether people out there really know about your organization?  The one who mentioned you does! Write them back.
  • Praises and problems. Visibly thank people for saying good things about you.  Visibly respond to requests for help or criticism of your organization.
  • What your audience wants to hear.  If people “like” something on social media and it relates to your mission or your community, why not post something about that too?
  • Opportunities. Your elected officials are probably online.  So are your funders, your donors, your collaborators, and your competitors.  Listen to what they’re saying to get a better sense of what your organization could be doing.

You can do all this with tools that you have at your fingertips, like Google Alerts, Facebook and Twitter lists, and keyword searches.  If you want to make your sonar run by itself, you can invest in tools specifically designed for social media monitoring.

Either way, a human being still has to listen.  So, turn on your sonar and run silent, run deep until you find the right conversation to enter!

TY Thursday: Thanking Donors Makes You Happy

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grateful happyWe’ve been talking about the hows and whys of thanking your donors, every Thursday for over a year. But we still haven’t mentioned the best reason to say “thank you.”

It will make you happy.

As reported in Inc. magazine, “A team of researchers out of Indiana University led by Prathik Kini recruited 43 subjects suffering from anxiety or depression. Half of this group were assigned a simple gratitude exercise — writing letters of thanks to people in their lives — and three months later all 43 underwent brain scans.”

The results?

The participants who’d completed the gratitude task months earlier not only reported feeling more gratefulness two weeks after the task than members of the control group, but also, months later, showed more gratitude-related brain activity in the scanner.

And their attitude of gratitude is linked with happiness, optimism, calmness, willpower, and other psychological benefits. Saying thank you is good for your mental health! Share on X

“Something as simple as writing down three things you’re grateful for every day for 21 days in a row significantly increases your level of optimism, and it holds for the next six months. The research is amazing,” Harvard researcher and author Shawn Achor told Inc.com.

Be good to yourself: say “thank you”

Writing thank-you letters is a way to express gratitude. We know donors want it. We know nonprofits benefitHappy grateful from it. And now, we know it’s a work task you can carry you that will actually be good for you.

So, why not try it? Write three thank-you letters every day for the next twenty-one days. You’ll be making your outlook brighter AND making donors feel appreciated. A happy result!

Fundraising Tuesday: The One Story that Raises Money

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storytellingDid you ever read a fundraising letter that sounded like this?

“Tom had a problem. He came to us, and we solved it. Jane had a different problem, and she came to us and we solved it. Enrique and Miranda had a whole host of problems, and came to us, and….”

I have read many appeal letters that took this approach–and not one of the stories stuck with me.

The problem isn’t just that they are all talking about the nonprofit, instead of making the donor the hero of the story. The problem is that they are not telling one story and telling it well.

The Power of a Single Story

There are lots of reasons your fundraising appeal letter should focus on one story, not two, not three, not many.

One story touches the heart and rests in the memory. Many stories distract.

One story can develop at full length in your fundraising letter. Many stories crowd each other. You tend to turn them into mere timelines…instead of dramas.

One story has the chance to be universal. When you tell many stories, you emphasize that each is specific. You reduce the chance that your readers will relate to any of them. It’s paradoxical, but it’s true.

What to Do with the Other Stories Instead

Why are nonprofits tempted to throw a grab bag of stories into one appeal letter? I think I understand the temptation. But you can resist it if you know what to do instead.

  • “We only send out one appeal letter per year, so we want to use everything we’ve got.” A worthy thought! But plan on sending out more appeal letters, instead. Two or three letters, each with a great story, will raise more money than one letter full of plot summaries.
  • “We were so proud of ourselves for actually collecting the stories. Now you’re saying not to use them?” Far be it from me to say that! Use them in separate letters–or in newsletters, social media posts, and lots of other communications that don’t include an “ask.” Then the appeal letter will reach people who already know and care about what you do (and want to be a part of it).
  • “We have four different programs. We have to say something about each.” No, you don’t–not in the same letter! Ideally, you know your audience, segment your list, and send each donor the story that he or she will care about the most. If you can’t do that, then tell stories about them one at a time, over a period of time. Take turns. Each program will benefit when the organization raises more money!

Are you writing a Spring appeal letter? What’s the one story you’re going to include that your donors will remember?

Every Tuesday this season, I’m offering a tip on how to write better fundraising appeals. Find the rest of the series under Fundraising Tuesday.

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