Raising money and awareness are key functions for any nonprofit organization — but are also among the most difficult. But thanks to new ways of marketing in conjunction with the far reach of social media, these tasks can be made significantly easier if you go about it in the right way, says David Yunghans of Constant Contact, a global marketing firm headquartered in Waltham, MA.
Yunghans spoke recently on the topic of social media for nonprofit organizations as the first part of the Princeton Regional Chamber’s Non-Profit Development Series. The second session in November was on the effective use of E-mail for marketing, and the third, “From Brand Awareness to Driving Donations,” will be on Tuesday, December 11, at 8 a.m. at the Nassau Club on Mercer Street. Cost: $20 for chamber members, $25 for others. Call 609-924-1776 or go to princetonchamber.org to register.
Information is everywhere, Yunghans said. People are using Facebook as a search engine. His first anecdote was about how one tweet, “How about helping a charity that helps kids,” resulted in a sponsored fundraiser netting $75,000. (It was his Tweet, and it helped the charity his wife runs.) He says he can reach 1 million people in 60 seconds.
During his presentation to the chamber Yunghans offered several tips for maximizing the use of social media.
Save time. Clean up your inbox — use www.nutshellmail.com to organize and combine your comments, alerts, etc. from Facebook, Twitter, and LinkedIn. You can choose how often you want to look at them.
Learn how. Www.socialquickstarter.com, a free Constant Contact product, shows you how to do everything on the major social media platforms. Yunghans’ company’s motto is “give away relevant information for free.” Says Yunghans, “People follow me because I find information and let other people know about it. I am building trust.”
Add followers. Start with one, build slowly and honestly. Think of Aunt Minnie, the town gossip on the party line. You want the Aunt Minnies to talk about you. With social media we can, as one person, talk to many people.
Yunghans suggests, though, that you shouldn’t share personal information on your organization account or even your a personal account that you are using for business.
Keep Track of Yourself. Keep checking your reputation with Socialmention.com. You can set the search to find anything said about you in the past 24 hours or in the past week or month. Among other measures, it measures sentiment and passion (more than one visit). Use a Boolean search (in quotes) for a more accurate search.
Tell the truth. People will verify it. On the web, 98 percent speak of you in a positive or neutral way. One percent are trolls, so ignore them, don’t engage. The other one percent may be telling the truth — a perfect time to engage. People believe Yelp and Trip Advisor because real people are telling their version of the truth, and you have to sift through that.
Brand yourself on the Internet. Put logos on everything you send out — and don’t change the color. When people sign up they have to know and recognize your brand. Make sure your colors and logos are correct and they know who you are. Secure a vanity URL.
A 1973 graduate of the University of Cincinnati with a degree in design, industrial design, and communications, Yunghans has worked as the manager of corporate meetings and special events at DuPont, a trainer at RCTaylor & Associates, and senior training specialist at Teambuilders Plus.
Since 2009 he has been regional development director for Constant Contact’s the Philadelphia metro area. The company is a global provider of E-mail marketing solutions. According to Yunghans, there’s a set of ingredients that make up the secret sauce of 21st-century marketing. They include:
• Selling never works.
• Don’t ask for anything.
• Just report what is happening.
• Show people what you have done with their money.
• Tell them what you are going to do with their money.
• Always tell the truth.
• Deliver a value statement, not a donate or buy me statement.
Yunghans also offered ways for nonprofits to maximize their marketing efforts.
Be patient. People will not give money until they are ready. You may or may not get paid today, but you will get paid. Don’t give up on them. Yunghans told a story about a chef who unfriended him on Facebook because he never opened her E-mails. Unfortunately for her, he was just about to give her $5,000 in business to pay for a birthday trip for his wife.
Reject the old marketing paradigm, the top down funnel. The new marketing — a reverse funnel — is a pyramid. Instead of trying to get the most possible clients, focus your time on the small group of people who already know you, love you, care about you, and who will be heartbroken if you fail. Ask them to speak well of you. But you must ask. Yunghans says the difference between asking and not asking is huge.
Show value. The economy has changed everything. What matters is the value you provide. Show photos of children being helped. Show what is happening to the money.