Marketing 101 Archives - Page 9 of 10

Hearts and Heads

March 10, 2011 by Erica Barnhart

Mark Phillips writes A Bloody Good Fundraising Blog. (It really is a bloody good blog.)

Among the many gems on his blog is The Idiots Guide to Fundraising. The stick figure at left comes from this post and it really says it all. It was the inspiration for this week’s Tune-Up Tuesday video about speaking to people’s hearts rather than their heads.

Then I read the ebook, Homer Simpson for Nonprofits, by the smart folks at Network for Good, Sea Change Strategies, and event360. This awesome little read bolstered my conviction that we need to stop trying to get people to engage by stuffing their brains with facts and figures. It also gave very specific, practical, effective ways to speak directly to people’s emotional minds.

Are you making people’s heads hurt or their hearts sing?

Participant-Powered Engagement

February 24, 2011 by Erica Barnhart

Mea culpa. For years, I’ve referred to ‘target audiences’ and ‘target markets’. I did this because knowing who you are trying to engage in your mission is important.

But audiences and markets sound like nebulous blobs. Faceless, feature-less, and certainly not able to help you advance your mission.

What we’re really after is passionate participants. Individuals, organizations, and institutions who want to help power your mission.

Inspired by Nancy Schwartz and Kivi Leroux Miller, I would like to suggest that we start using the term ‘target participant’.

How then do nonprofits go about identifying, connecting and engaging target participants?

Identify your goal. What do you want people to do? What will be different for your organization and the community if people participate in making the change happen? Make it S.M.A.R.T.
Identify target participants who would want to help you achieve your goal. Who are they? Why would they care?
Write a hypothetical persona for each target participant. [Don’t worry about this step yet. We’ll tackle it later in the month.]
Craft messages that will resonate with those personas.
Test the messages with real-life people who match your persona.
Push the messages out via channels that your target participants use. (You’ll figure this out when you do the personas. Again, don’t stress about it yet.)

I’m not going to lie: participant-powered engagement takes some work. But you’re working hard anyway, so why not make that hard work pay off for you, your mission, and your community?!

Bias from a bygone era?

February 21, 2011 by Erica Barnhart

If you missed the front-page article in the Seattle Times yesterday on the Gates Foundation and the media, it’s worth skimming. Quickly. Over your morning cuppa joe.

It’s an odd piece. It reads as if there’s a ‘gotcha’. I waited for the gotcha. Really, I did. I kept thinking there was going to be something that made me think, “Well, yes indeed, that does give me pause. Hmmmmm….” But there wasn’t.

Instead, there were sentences like this:

Foundation officials say they don’t require ABC to report positive stories, though one of the grant’s goals is to “inspire and motivate the millions of viewers to take action.”

Oh no! How awful! The largest foundation on the planet wants to raise awareness about issues that ravage the developing world and yet get little attention in the developed world. TB, rotavirus, malnutrition. All killers. All largely ignored.

The more interesting article would have been this: In an age of blogs, Facebook, paper.li, and Twitter, is the quest for unbias coverage still relevant? Is unbias media democratic or is it antiquated?

An article like that would merit more than a cursory skim. It would spark debate and civic discourse. It would be newsworthy.

Down with jargon & the general public

February 16, 2011 by Erica Barnhart

Here are key take-aways from the bevy of convos I’ve had this month about messaging and the Nonprofit Messaging Roadmap, including at yesterday’s Tune-Up Tuesday:

There’s still a lot of jumping to the how and what of your work. Say it with me: “Why first. Then what and how.” If you’re on a mission to eradicate adult illiteracy (for instance), you’ve got to share that first. Then you can move on to the fact that you’re doing this by mobilizing a cadre of passionate literacy advocates, etc. etc. etc. Frame it up before you serve it up.
Jargon. Egads, do we ever love jargon. Even if you think your audience knows what ‘wrap-around services’ or ‘field-tested diagnostics’ are, there’s still probably a more straight-forward way of saying it. Say it that way.
Everyone and the general public still aren’t target audiences. Sorry. Your nonprofit doesn’t have the resources to market to ‘people’. You have the resources to market to your best supporters, your believers. Who are they? If you don’t know, figure it out.
Messaging should reflect your organizational goals and strategy. Check out this great post on the Getting Attention blog for some food for thought on this.

Since identifying and engaging target audiences is still such a significant roadblock for many nonprofits, March’s theme will be (you guessed it!): Identify Target Audiences. Here are some of the things you can look forward to:

Writing Target Audience Personas (no more than 3).
Building an Editorial Calendar based on the experience of one of your ‘Personas’.
Organizing a Communications Advisory Committee made up of your best supporters who fit your ‘Personas’.

We’ll have templates and how-to’s so as long as you read the March newsletter and blog posts, you’ll be all set.

If you’d like some in-person support, we’d love to have you join us on March 15th for our next Tune-Up Tuesday at the Hearing, Speech and Deafness Center in Seattle.

Any other lessons learned or thoughts to share on all this?

Engaging in diffusion, differentiation and dissonance

February 11, 2011 by Erica Barnhart

This Wednesday, I had the pleasure of being in the room with some of Seattle’s leading thinkers on all things nonprofit, philanthropic and do-good-y. How’d I get so lucky? Well, late last year, me and my colleagues Peter Drury and Zan McColloch-Lussier kicked off something called The Lab. We decided it was high-time that super-smart do-gooders had an opportunity to think deep thoughts that would lead to great action.

The first time we met, we talked about listening. This week, we talked about engagement. We picked this topic because listening leads logically to engagement and yet the word engagement seems to mean a whole lotta things to a whole lotta people. Given its meteoric rise to ubiquity, we decided it was important to come to a shared understanding of this popular word (lest it end up on the Banished Words List!).

There were more good points and astute observations than you could waggle a mission statement at during our two hours together–these were my three favs:

Diffusion: Technology makes it easier to engage. This is great in many ways; it also means individuals are bombarded with engagement opportunities. So, although it is technically easier to engage, it is more difficult to get people to engage because their attention is drawn in so many directions. Don’t let ease of access trick you into believing engagement is easy.
Differentiation: Arcs, spectrums, ladders, pyramids. Whatever you call it, organizations benefit from thinking about how to differentiate their engagement opportunities by audience and then getting clear on how engagement leads to more engagement for each group. Be explicit. Be specific. Then you know where you want which folks to go and they know where they’re going. Happy, happy.
Dissonance: We agreed that engagement is a two-way street, that both parties derive mutual benefit from engaging and have skin in the game. Engagement is active. All well and good. And yet organizations and individuals usually seek different benefits from the engagement. Or at least that would seem the case. Unless, of course, you can stay focused on the benefit you both care about: advancing mission. It was fascinating to see how this end-user vs. organizational-initiator dynamic played out in the conversation. Rigorous focus on mission mitigates dissonance.

To get more highlights and tidbits from the convo, check out #nplab on Twitter. Also, check out Zan’s great summary here. And last, but certainly not least, see what Beth Kanter (yep, THE Beth Kanter!) had to say about engagement when we interviewed her at Tech for Good, where she delivered a totally amazing training.

How do you like to engage and be engaged? How does your organization engage? What does ‘engagement’ mean to you?

Failure & Fabulousness at Tech for Good Summit

February 7, 2011 by Erica Barnhart

Akhtar Badshah is Microsoft’s Senior Director of Global Community Affairs. He’s also an all-around super duper smart dude. I have come to expect that my brain will cramp when I hear him present. He makes you think about things differently. Harder. More intentionally and intently than you might otherwise.

On Friday, February 4, 2011, he did not disappoint. He delivered his brain-cramping awesomeness at the Tech for Good Summit, hosted by Microsoft and NPower Seattle.

And Akthar was just the opening act!

Beth Kanter, co-author of The Networked Nonprofit and all-around nonprofit technology and social media rock star, then delivered 75 minutes of pure genius.

I won’t be able to do her training justice, but will share a few things that struck me as particularly useful and delightful:

Failure is success: Organizations succeed because they have first failed. This seems counter-intuitive but it makes a ton of sense, especially when it comes to social media. Everyone is learning as they go. Create organizational cultures that encourage failure and you will, in the end, succeed. (Dan Pallotta would have vigorously nodded throughout much of her presentation.)
Joyful funerals: If you create a culture that encourages failure a la #1, you are exponentially more likely to take time to figure out what worked and what didn’t. If you celebrate the failures by having joyful funerals for them, you won’t do it again. Ever. Because it’ll be dead, buried and gone. The old “Because this is how we do things” has no place in this brave, new world of joyful funerals and fabulous failings. Downright liberating!
Measure what Matters: This isn’t exactly revolutionary…or is it? How many of us really, truly look at indicators that say something of substance about whether social media is advancing our mission? By getting rigorous, we’ll get returns. (I was psyched to read in Clay Holtzman’s PSBJ post that social media measurement will be the focus on Kanter’s next book. Hooray!)

Lots of the resources shared in-person are available on-line (thank goodness!). Here are a few:

Beth’s Presentation (which had fantastic visuals!)
Beth’s write-up with tons o’ links
Social Media Measurement resources from Zoetica
NPower’s ED, Alison Carl White, shares her take-aways
Check out the conversation on Twitter by searching for #WATech4Good
And soon, the rest of the presos and audio will be here.

IMHO, Tech for Good was beyond good–it was fabulous!

Any other thoughts or take-aways from folks who participated in-person or on-line via the virtual sessions?

Social Networking

November 16, 2010 by Erica Barnhart

Participants’ Key Take-Aways

1. This confirmed my feelings about how social media is about establishing relationships rather than just getting followers.

2. I want to explore separating our online channels to focus each tool on one audience or creating two accounts within a certain tool that each target a separate audience.

3. I know I need to work with my board to talk about our long term goals. We need to know our key messages and audiences.

4. I like the idea of using a donor-centered approach to our social media rather than an organization-centered approach.

Conversation Re-cap

Social Media Concerns and Questions	Discussion & Conclusions
We have too many target audiences and we have a hard time figuring out what to post since we have different audiences.	Pick one tool per audience. Find out where your audience is online and what they are doing before you choose a tool. [Tip from Erica: If your organization has more than 5 target audiences, you probably have more than you can manage well. Narrow your list!]
How do we get our supporters to be involved and share with each other on our online portals like Facebook.	Know your audience so that the content you provide will spark a discussion. Some organizations have personally asked their best supporters to stimulate conversations online. [Tip from Erica: Be clear on your goals. Some organizations use their Facebook feed as a way to stay top-of-mind with supporters and therefore wouldn’t be concerned if their “likers” weren’t actively engaged in discussion. Lack of “likes” isn’t always a terrible thing.]
Older donors and supporters who are offline are saying that they don’t see any marketing materials anymore.	Go back to your goals. Are you meeting them? If you are meeting your goals and you have a limited budget, you’re doing fine. [Tip from Erica: Just because you “could” doesn’t mean you “should”.]
We see other nonprofits doing matching campaigns on Facebook where you advertise that your organization is getting $1 for every new “Liker”. Is this effective?	It depends. Who are you reaching out to? A local organization that was effective at this reached out to former tutors who were very engaged with the organization at one time. They asked them to like their page because they’d get $1 for every new like. This worked to engage the former tutors to become re-engaged. [Tip from Erica: Except in select instances, use Facebook as a way to deepen relationships so your asks are more effective, rather than a vehicle for making the ask.]
We’ve struggled with knowing how fun or personal we can be on social media sites. We’re not sure about what rules to create.	Social Media Policies can be helpful. Once you are clear on your audience and messaging, that will inform your social media decisions. You’ll understand your audiences better and be able to make more informed decisions about what to post and where. [Tip from Erica: Having a Brand Dashboard can help you address this issue, as well.]
There seems to be new tools all of the time.	Tools will change. Geolocation is becoming all the rage for example with tools like Foursquare and Facebook Places. Don’t over-invest in a tool because people will move on. [Tip from Erica: If you invest in knowing how to decide which new tools to use based on your goals and target audience(s), you’ll be in good shape long-term!]

November Handouts and Resources

1. Read the Nonprofit Social Media Decision Guide.

2. Watch Idealware’s Video: Facebook vs Twitter.

3. Read ‘5 Must-Follow Non-Profits Making a Difference With Social Media’.

4. Download and Review the ‘Claxon_4 Social Media Tools for Nonprofits‘.

5. Check out Social Media Club Seattle The Seattle branch of Social Media Club, a national organization with the purpose of sharing best practices, establishing ethics and standards, and promoting media literacy around the emerging area of Social Media. Our members are present across a wide variety of networks and we encourage you to reach out and join us. (Thanks for the tip Eileen!)

Thanks to our Special Guest: Carrie Zanger

Carrie Zanger of True Good Creative shared her technical expertise with us as well as a story about the It Gets Better Project initiated by Dan Savage. Why did this become viral? There was an authentic moment and people related to that very deeply. It immediately inspired and sparked great interest. Thanks, Carrie!

Global Partnerships: Focus Pays Off

November 16, 2010 by Erica Barnhart

Global Partnerships (GP), a Seattle-based nonprofit, expands opportunity for people living in poverty by supporting microfinance and other sustainable solutions in Latin America. They partner with innovative, mission-driven microfinance institutions that reach people traditionally left behind—such as women and the rural poor—with microloans and other services that can help families break the cycle of poverty.

They are a shining example of a nonprofit that knows how to deeply engage with people who care about their mission. In recent years, they’ve integrated social media into their marketing mix–with excellent results. We recently sat down with Elisa Murray, Director of Communications, and Chris Megargee, Director of Community & Corporate Relations, to learn more about their experience navigating the social media waters.

How did GP get started with social media? Global Partnerships works in Latin America, far, far away from where their supporters live. This makes it hard to get a sense for the impact their partners have on the lives of those they serve. A few GP supporters go on PartnerTrips but most don’t have the opportunity to see the work first-hand. Knowing how much the PartnerTrips mean to those who did have a chance to go, GP was inspired to explore ways for supporters to be able to have that experience while staying local via photos and videos. They wanted to share their great videos and photos from these trips abroad, as well as local events like the awesomely successful Business of Hope Luncheon. (‘Awesomely’ is our word, not theirs, by the way.)

It was 2008 and they had a website with loads of great information but it was time consuming to update and fairly static. One day, they attended an NDOA event where they learned from nonprofiteers who were dipping their toes in social media. It was there they realized that social media might be a great way to connect supporters with their work on the ground.

They went back to the office and signed up for personal Facebook accounts. This was before we had Facebook Pages like we have today, so they experimented with Facebook Groups and a Facebook Causes page. Eventually, they created a Global Partnerships Facebook Page, which turned out to be a perfect fit with their overall communications strategy.

The Results? They have measured their website visits since launching the Facebook page and their website visits have gone significantly up, an excellent sign that they’re achieving their goal.

Advice from GP

Identify your goal and your audience before the tool. They knew they wanted 1) to deepen their relationship with current supporters who couldn’t travel and 2) to reach out to women and younger people interested in improving the lives of women in South America. Facebook was a logical place to engage with their target audiences since they are already active Facebook users.
Start by focusing on one tool and doing it well enough to make it worth it. Of all of their time spent on communications and outreach, they have the resources to spend only 5-10% on social media–a fairly common situation for nonprofits. Pick one and go with it.
Just say ‘no’. Over the past couple of years, they were tempted to start a blog but realized that they didn’t have enough resources to do a blog well at the moment. Based on their goals and their capacity at this point in time, they decided to say no to a blog.
Say ‘thank you’. Facebook is a great way to thank volunteers.

Be human. Your supporters don’t want to know about every latte run you go on, but sometimes sharing what you had for lunch make sense. People engage with people, so don’t be afraid of being human.

Change it up: Adding variety and focusing on those outside your organization keeps your page lively and interesting.

Master your message: Make sure your messaging is consistent with other communications. Supporters should come away with the same impression of the organization whether they come across you on-line or on-land.

Many thanks to Global Partnership for sharing how they’ve gone social without going crazy!

Do you have a social media success story to share?

How Social Media Can Help You Do 5 Things You’re Already Doing

November 11, 2010 by Erica Barnhart

John Janstch of Duct Tape Marketing constantly offers great advice that is as relevant to nonprofits as it is to the small businesses he works with every day. A few months ago, the Claxon crew got to see him in person in Seattle. Fantastic!

This post is modified from a recent post of his called “5 Ways to Use Social Media for Things You Are Already Doing.” What person working in a nonprofit doesn’t like the sound of that?!

Thinking that sounded pretty great, I took his key points and made them specific to nonprofits. (My changes are in [brackets].) The terminology may be different, but the advice is the same. And it’s good!

1) Follow up with [prospective donors]

I love using social media tools as a way to follow-up with [prospective donors] you might meet out there in the real world. So you go to an [AFP or NDOA] event and meet someone that has asked you to follow-up. Traditionally, you might send an email a week later or call them up and leave a voice mail. What if instead you found them on LinkedIn, asked to be connected and then shared an information rich article that contained tips about the very thing you chatted about at the [AFP/NDOA] mixer. Do you think that next meeting might get started a little quicker towards your [mission]? I sure do.

2) Stay top of mind with [donors]

Once someone becomes a [donor], it’s easy to ignore them, assuming they will [donate] next time they [want to] or, worse yet, assuming they understand the full depth and breadth of your offerings and will chime in when they have other needs. Staying in front of your [donors] and continuing to educate and [move them up the ladder] is a key ingredient to building marketing momentum and few [nonprofits] do it well. [Because it’s really hard to do everything well with so few resources!]

This is an area where a host of social media tools can excel. A blog is a great place to put out a steady stream of useful information and success stories. Encouraging your [donors] to subscribe and comment can lead to further engagement. Recording video stories from [donors] and uploading them to YouTube to embed on your site can create great marketing content and remind your [donors] why they [donate to] you. Facebook Fan pages can be used as a way to implement a [supporter] community and offer education and networking opportunities online. [For a great example of this, check out The Pride Foundation.]

3) Keep up on your industry

Keeping up with what’s happening in any industry is a task that is essential these days. With unparalleled access to information many [donors] can learn as much or more about the products and solutions offered by a [nonprofit] as those charged with suggesting those products and solutions. You better keep up or you risk becoming irrelevant. Of course I could extend this to keeping up with what your [supporters], competitors, and key industry journalists are doing as well.

Here again, new monitoring services and tools steeped in social media and real time reporting make this an easier task. Subscribing to blogs written by industry leaders, competitors and journalists and viewing new content by way of a tool such as Google Reader allows you to scan the day’s content in one place. Setting up Google Alerts and custom Twitter Searches or checking out paid monitoring services such as Radian6 or Trackur allows you to receive daily email reports on the important mentions of industry terms and people so you are up to the minute in the know. (Of course, once you do this you can teach your [donors] how to [learn more about the mission you both care about] and make yourself even more valuable to them – no matter what [your mission may be].)

4) Provide a better [donor] experience

It’s probably impossible to [do too much donor recognition], too [provide too] much of a great experience, but you can go nuts trying.

Using the new breed of online tools you can plug some of the gaps you might have in [cultivating donors] and, combined with your offline touches, create an experience that no [other organization] can match.

While some might not lump this tool into social media, I certainly think any tool that allows you to collaborate with and serve your [donors] qualifies. Using an online project management tool such as Central Desktop allows you to create an entire [donor] education, orientation, and handbook kind of training experience one time and then roll it out to each new [donor] in a high tech [donor] portal kind of way. This approach can easily set you apart from anyone else in your industry and provide the kind of experience that gets [donors engaged].

5) Network with potential partners

Building a strong network of strategic marketing partners (i.e. another organization that cares about the same cause as you and offers complementary services) is probably the best defense against any kind of economic downturn. One of the surest ways to attract potential partners is to build relationships through networking. Of course you know that, but you might not be viewing this kind of networking as a social media function.

If you identify a potential strategic partner, find out if they have a blog and start reading and commenting. Few things will get you noticed faster than smart, genuine blog comments. Once you establish this relationship it might make sense to offer a guest blog post. If your use a CRM tool (and you should) you’ve probably noticed that most are moving to add social media information to contact records, add your potential partners’ social media information and you will learn what’s important to them pretty quickly.

If you know how to set up a blog already, offer to create a blog of network partners so each of you can write about your area of expertise and create some great local SEO for the group.

Maybe you’re not doing all of these things, but you’re probably doing at least a one or two.

Take John’s advice and you’ll definitely engage your donors more effectively. And who doesn’t want that?!

6 Steps to Going Social Without Going Crazy

November 1, 2010 by Erica Barnhart

Integrating social media into your marketing mix can be daunting. So many options, so little time! In an effort to save you time and keep you sane, we’ve created the following six step process and actionable item checklists for the most popular tools.

Claxon’s 6 Step Process to Going Social Without Going Crazy

Use IdealWare’s fantastically helpful workbook in their Nonprofit Social Media Decision Guide to figure out which tools make sense given your goals. (If you don’t know what your goals are, first do the 1, 2, 3 Marketing Tree.)
Pick 1 or 2 tools. Most organizations don’t have the capacity to do more than two well enough to make it worth it.
Find the accompanying checklist(s) below and decide which items you’ll tackle. Remember: it’s better to do a few things really well, than a bunch of things only so-so.
Identify who will be in charge of each tool and have them block out the time needed each week to do it. (Even though the tools are free, it requires time to make them pay off!)
Review your progress monthly.
Assess strategy vis-a-vis goals annually.

Checklists by Tool

Facebook

Expect to spend 2-4 hours per week, ideally with at least one post per day.

Create a Facebook Fan page and get a customized url for your fan page. John Haydon provides a great video with detailed instructions.
“Like” the nonprofits you partner with that also have Facebook pages. Engage with those organizations by commenting on their posts and engaging with their supporters.
Be consistent and commit to what you will post on Facebook. It will help you to think about who you are trying to reach and what action you want them to take.
Use Ads to direct people to useful information on your Facebook Page or website. (Don’t try to sell or fundraise with Facebook Ads.)
Repurpose content – post images, video, slides, etc. and drive people to take action such as signing up for your e-newsletter or visit your website.
Promote your Fan Page in your email signatures and on your other online outposts.
Create a “Facebook Fans Only” offer, do it to see who engages and make your Facebook fans feel special at the same time.

Twitter

Expect to spend 1.5-2 hours per week, ideally with at least one or two posts per day.

Use Twitter Search to find people to follow who are talking about your organization or topics related to your mission and aggregate into lists using free tools like Tweetdeck or Hootsuite.
Follow a number of people in your topic area and community and re-tweet their posts.
Create a list on Twitter of everyone that re-tweets your posts. Then, promote your list to your other followers.
Repurpose your content such as your blog posts and Facebook posts.
Add link to your blog or website and customize with your logo.
Promote your Twitter account in your email signatures and through your other online mechanisms.
After you hold an event, help spread the word by creating a specific hashtag for your attendees to use. For example, if you are hosting a speaker, put up a sign near the speaker that says, “If you are tweeting about this event, use #xyz.” (For an example of how we did this at a recent event, search for #NPlab.)

Blog

Expect to spend 4-8 hours per week, ideally with at least one post per week (the time per week includes not only the writing time, but time spent following other related blogs, generating comments and responding to comments)

Create a list of 5 influencers who are passionately blogging about your industry – regularly read and make thoughtful comments. (Tip: Setup Google Reader as a listening station.)
Be consistent by having a clear strategy for what you’ll write about. Start with 5 or 6 relevant categories and rotate through them.
Drive traffic to your blog by linking your blog to your website.
Search engines love blogs so figure out what people are searching for related to your organization’s mission and write about that. Read this post to learn more about improving your nonprofit website’s search results.
Ask for comments and install share buttons such as a Facebook ‘Like’ button or a ‘Share This‘ to engage your readers.
Post customer case studies, educational pieces, and invite guest bloggers to write. This helps bring personality to your blog and can increase traffic to your site or store. Here’s an example of a guest blogger on the Getting Attention! Blog.
Give your biggest fans another way to keep up with your blog or podcast feed by placing an email subscription form on your site with a service like Feedburner or Feedblitz.

Linkedin

Expect to spend 1-2 hours per week, ideally joining in at least one conversation per week.

Read this post explaining effective uses for nonprofits using Linkedin.
Look for groups or other organizations who are discussing your cause. Sign-up for email updates and join the conversation. As an alternative, you could also add relevant Linkedin Questions-Answers to your RSS Reader.
Post updates on your individual account to share relevant information with your supporters who are connected to you. Note that Linkedin works with Twitter and vise versa.
Refer and make recommendations for past employees, volunteers, and board members.
Start a Linkedin Group, and encourage your organization’s key employees and board members to have their own profiles and join the group so that each member becomes an ambassador for your organization.
Use for prospect research and finding out who knows who. If you start a Linkedin Group, you will be able to see all the Linkedin contacts for each of your group members, making it easy see if there is anyone to whom you’d like an introduction.
Add your blog RSS feeds to your Linkedin Profile. Here’s one way to do it: How to Add a Blog to your LinkedIn Profile with BlogLink.

Flickr (or other photo sharing website)

Depending on your goals, time and frequency spent on photo sharing sites will vary. For example, you may spend more time after an event or while trying to build a particular group of followers.

Tag your photos to let people easily find or submit photos. If, for instance, you have an event, tell all your event attendees to upload their pictures on Flickr and tag with your selected tag. Example: O’Reilly Emerging Technologies conference in 2006.
Embed your Flickr account photos on your website and include a link to your website on your Flickr profile.
Use your photos to drive people to your website in your next e-newsletter. For example, you could include a link to pictures from a recent event.
Look for cause-related groups and comment on existing photos to discover new partners and supporters. For example if you are a organization focused on microfinance, try doing a search for other organizations posting on Flickr by searching for groups with “microfinance” in the description.
Search for keywords that include your organization name to see what people are saying about you.

Youtube (or other video sharing website)

Again, depending on your goals, time and frequency spent on photo sharing sites will vary. However, it is a good idea to check-in at least a couple of times per week to read and respond to any comments.

Watch Youtube’s Basic Tips
Ask your supporters to share videos with their family and friends to spread your message.
Share, embed and link your Youtube videos on your other online portals.
Encourage your supporters to send in their own videos to build a repository about your cause.
Use your videos to tell stories and drive people to your website in your next e-newsletter.
Look for cause-related groups and comment on existing videos. For example, if you are an education focused nonprofit in Seattle, try doing a Youtube search for “education+seattle+nonprofit” to discover new partners and supporters.
If you are a larger organization like The Bill and Melinda Gates Foundation, search for keywords that include your organization name to see what people are saying about you.

Are we missing any key action items that have helped you maximize your use of the tools above? Let us know!