10 Prerequisites to Social Media Networking
by Ashley High

The buzz in online fundraising today is all about social media. Nonprofits want to capture the attention of millions of people who blogging, facebooking, podcasting, twittering, and who knows what. However, before your organization enters the social media world, ten questions must be asked.

 So, how social media-ready is your nonprofit?

 1. Is your URL easy to guess?
Suppose one person hears about your nonprofit, so he decides to look for your organization online. Will he be able to type in the name of your organization, add an “org” at the end, and find your website? Allow search engines and potential donors to easily find your website by not having dots, dashes, and confusing phrases in your URL.

 2. Is your website designed strategically?
Whether your site is elaborate or minimalistic, it needs to be effective and user-friendly in everything from prominent donate buttons to interesting language.

 3. Does your website have relevant content?
The content on your website should be timely, interesting, and relevant. Consider what keeps your interest when you are scrolling through a website. Mention when your organization is featured in the news, tell the story of the changed life of a volunteer, etc.

 4. Are you able to collect email addresses?
Is it easy for online visitors to sign up for your email newsletter? Instead of writing, “get our newsletter,” make people want to sign up for it by making the newsletter sound exclusive and important. An email marketing service like EmailNow creates a signup form that embeds into your website.

 5. Is there online donation capacity?
Statistics show that 65% of all donors will look at your website before they make a contribution. Make it easy for them to donate right away. Donors will be shocked if your website does not have an online donation capacity.

 6. Do you tell your story with pictures, videos, and/or podcasts?
Show people instead of telling them what your organization is accomplishing. Plus, visuals and audios make your website more exciting.

 7. Do you have a blog?
Not only do blogs allow you to interact with supporters, but blogs increase your search engine optimization, bolster credibility, and foster transparency. However, make sure that a blog fits your audience and your staff’s needs.

 8. Do you use email marketing to encourage website traffic?
It is important that you encourage supporters to visit your website often so they will feel a deeper connection to your organization. Plus, the more time they spend on your website, the more times they will see your donate button.

 9. Where is your website in various search engines?
People will use various search engines to find your website (Google, Yahoo!, MSN, etc.). What work have you done to increase your search engine optimization (SEO)? There are many books and training articles you can access to help you increase your SEO.

 10. Do you publish your URL on every on and offline communication?
Your URL should be on everything you send out whether the communication is typed, printed, sent, emailed, published, or presented.

 So before you head out to conquer the social media networking world, read over this list and make sure your website, email marketing, and online fundraising is presentable. If you answered these ten questions satisfactorily, your nonprofit is ready to move to the next stage of social media - research (where are your supporters online, appropriate mediums, etc). Happy networking!

 Information taken from: Rebecca Ruby Higman. “10 Things You Need to Do Prior to Diving into Social Media.” 29 April 2009. <www.fundraising123.org>.

Back