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Major Gifts — Just a Tweet Away?

Sorry, no, not really. But social media can be an important part of your strategy.

January 2013 By Jeff Schreifels
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I get weird looks from development directors when I ask them what their social-networking strategy is and how it is used in the overall strategic plan with their major-gifts program.

“What? That’s handled by our mass communication team.” Or, “Huh? Major donors are not that into Twitter or Facebook.” Or even worse, “What strategic plan?”

I say, “Nonsense!”

Social networking and major-gifts programs are made for each other. In this article, excerpted from a three-part series that I wrote for the Passionate Giving blog, I outline how your organization can best use social networking to enhance both your program and your major donor’s experience.

There are three distinct areas I want to cover.

  1. Research/deepening the relationship with donors
  2. Cultivating and reporting back to donors
  3. Raising money

 

Research/deepening the relationship with donors
Good research is key in trying to understand your donors. Remember, you want to know and understand who your donors are, what makes them tick and what they are involved in, among other things.

Google Alerts, TweetBeep, Facebook, Twitter and LinkedIn are all great ways to deepen your understanding of who your donors are. In fact, if you have a caseload of donors, you should have all your donors on Google Alerts and TweetBeep right now. Seriously, go do it right now. OK, now that you have them all signed up, let’s continue …

Both of these free services allow you to track your folks if they pop up online or Twitter. Let me give you an example. Let’s say you work for an East Coast nonprofit and one of your donors lives in California. Your donor receives a humanitarian award in her hometown, and that event is posted in a local online newspaper. That night you get an alert from Google about your donor receiving that award. You then send a nice e-mail, tweet or Facebook post on your donor’s wall congratulating her.

 

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FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

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You know you need to gather donor data. But why? And more 
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 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
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 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

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SPONSORED CONTENT

MORE ON E-PHILANTHROPY/WEB-BASED >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

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