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Engaging New Supporters Via Social Media
by Ashley High Online networking and social media are all the rage currently, but there is more to it than simply creating hundreds of pages on various networking sites. Nonprofits must also have a plan to engage supporters once they show interest in their organization. Here are five tips on engaging new followers.
It is vital that you connect with new supporters swiftly in order to turn them into long-term followers. Let them know how they can assist your cause now. Promote your other communication methods – twitter, e-mail newsletters, Facebook, etc.
If your new supporter joined because they wrote to Congress for one of your petitions, inform them what is happening as a result of their action, and then ask them to take the next step on that issue. However, do not limit your supporters to just one category. They should know about your entire organization so they will hopefully be inspired to support your other causes because they care about your mission.
Do not go into all the particulars to explain a current issue. There are three basic things supporters want to know: 1) what action should they take? (Click, donate, signup, etc.), 2) how will this make a difference? (Is it meaningful and relevant to them?), and 3) how will your organization follow-up? (Let them know how they helped).
Stories are one of the most powerful forms of communication because they remain with the listener for a long time. Keep reminding your audience of your organization’s story and show them how they fit into that story. Do not inundate your supporters with press releases, new policies, or long documents, but instead, send meaningful and interesting communication that contributes to your story.
As reported in Care2’s blog, “the best thing you can do with a new activist is ask, ask, ask.” Sometimes this includes asking for money, but you can also ask that they tell their friends about you, become a Facebook friend, fill out a survey, volunteer, or attend an event. If you do not ask your new supporters to take action, they will become used to remaining passive about your cause. However, there is a place for passive communication, such as thanking your supporters and sending them updates on your organization’s successes.
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