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Building Real Relationships with your Supporters |
Posted by Sally Heaven at Jun 18, 2008 01:36 PM CDT Categories: Constituent Empowerment , Fundraising , Nonprofit Trends , Social Media |
There are two things you'll hear over and over again if you work in the online marketing field.
1. Be timely, capitalize on news coverage of your issue.
2. Build real relationships with your supporters, don't just blast one-way email out to them.
The first is intuitive - of course people will respond when you have their attention and when your issues are making headlines. The second requires a multi-pronged approach that can include one-on-one communication, behavior tracking, surveys, social networking, data integration and mining - and in some cases, empowering your supporters to use peer-to-peer tools on your behalf.
Equality for All, the campaign to defeat a proposed amendment to California's constitution to ban marriages for same-sex couples, has done both of these things. The issue all over the news lately, and they've set up a tool for couples who will marry in California to create a wedding registry - enabling people to fundraise for the ballot campaign by asking friends and family to donate through their personal page. Check out mine!
Giving your supporters the opportunity to fundraise or gather signups on your behalf will help strengthen their relationship with you. Peer-to-peer tools have tremendous potential for nonprofits and campaigns - some have already used these tools impressively, but I think the real payoffs are yet to come as we figure out how best to deploy these tools to supporters, and how best to coach people in their use. Maybe it's as simple as explaining how, getting out of the way, and letting your supporters do the rest!
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What a great idea. I like the personal touch and do think it helps so much when connecting with supporters. Thanks Sally and Convio.