Social Media: There Could Be Gold? (Part 2)

Oct 01, 2013

Social Networking Best Practices

Whether you are new to social networking, or a seasoned veteran, it’s important to:

Make a Commitment. Social networking, like most marketing tools, requires a commitment to time and possibly finances — perhaps even cultural change within your organization — in exchange for successful results.

Be Visible. Make sure that your image remains consistent between the various social networking sites. Develop a communications plan that keeps your agency visible, but that does not overwhelm your online following.


Listen First, Respond Second. Once your program is established, monitor the social buzz daily to keep a pulse on both current and potential supporters. Much like a dinner party, you must listen before you respond. Then, once you have a clear picture of what is being said online, you can determine a course of action.

Keep it Local. Supporters and prospective supporters alike may be more likely to donate to — or volunteer for — charitable organizations that are within driving distance. Keep this in mind as you develop and refine your social networking plan.

Make it Easy. Remember to make it simple for people to find you. Add social networking information to business cards as well as your agency’s Web site.

If your organization hasn’t yet gotten its feet wet in the world of social networking, it may be time to rethink your marketing strategy. Establishing a presence on social networking sites can be particularly effective when it comes to heightened public awareness for your agency and for identification and targeting of potential supporters. In addition, finding ways to tie social networking initiatives into community fundraising or resource raising efforts can create a win-win situation for everyone involved.

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