In the Guiding Light blog, we talk a lot about social media strategy, but true social media is about connecting on a personal level, which is why it makes such a difference for non-profit organizations. In honor of #GivingTuesday I asked Jake Lloyd, the Communications Manager at DC Scores, to talk about why social media is so important to their organization.
Before I tell you how impactful social media has been for my nonprofit organization, I have a confession to make.
Three years ago, I hated Twitter.
When I learned the DC SCORES Twitter handle (@DCSCORES) was being handed over to me — in addition to our blog, Facebook page and YouTube account — I cringed.
Of course, it didn’t take me long — when forced to immerse myself in the Twitter world — to realize how Twitter builds relationships, strengthens partnerships, introduces people and organizations and, ultimately, fundraises.
Why Twitter Matters
A quick story.
About two years ago, DC SCORES received a Tweet from someone we’d never connected with. She had found us on Twitter.
To this day, I’ve only met her once during a brief tour of our DC office. But this person has become an ambassador for our after-school program. Online.
During our two annual 24-hour fundraising campaigns — this week’s #GivingTuesday and June’s Do More 24 — I send Direct Messages to everyone on our “Top Followers” Twitter list. This is a list of more than 100 Twitter accounts that, I’ve noticed and tracked, interact with us regularly.
In other words, I can usually count on them.
The Direct Message goes something like this: “Hi! Can u plz Tweet on 12/2: Provide a soccer uniform & team for a DC child by giving to @DCSCORES on #GivingTuesday (LINK).” Around 40-45 percent of those contacted — including, every time, the aforementioned supporter — Tweet or Retweet during the day. Many folks Tweet multiple times.
This creates great traffic. Our bit.ly clicks go through the roof. And so do, most importantly, our donations.
I’ve used this strategy for two years, and it’s worked every time. But it’s only effective because A) Throughout the year, I Tweet articles that highlight those on the Top Followers list and Retweet them; and B) I throw in a heavy dose of thank-you DMs and Tweets after each campaign.
We Like Facebook
To me, social media is personal. The stats back this up. A whopping 67 percent of Facebook fans “Like” a charity on Facebook because they want to publicly display their support of the nonprofit to their friends.
You can create the most graphically appealing, jumps-off-the-page campaign. However, if you’re a small- to mid-sized nonprofit like DC SCORES, you need to get personal during campaigns like #GivingTuesday.
During DC SCORES’ fall and spring programs — which include 12 weeks of enrichment through the arts, athletics and academics for 1,500 low-income DC youth — our staff attempts to show our program and its impact to as many people as possible.
The people I meet? I friend them on Facebook. On #GivingTuesday, I reach out via Messenger. I ask those who I know have been moved by DC SCORES if they can help our fundraising efforts by sharing our promoted post.
Last year, 21 non-staff members shared DC SCORES’ Facebook status and some of their friends gave. It all started via personal outreach.
Getting the Vote
One final story. In May 2012, DC SCORES was in a one-day voting competition to win a car through Toyota’s 100 Cars for Good. If we received more votes than four other organizations, we would receive a Toyota Sienna to help lug around soccer goals to fields across Washington, DC.
We made a great video and promoted it. We sent out emails. We led throughout the day. But when our lead tightened in the evening, our staff of 12 started Facebook messaging any friends online. One co-worker asked those sitting on the porch next door to vote.
We won the van — and still have it — thanks to a true team effort.
Since that day, every DC SCORES staff member has bought into the power of social media just like I now love Twitter.
Jake Lloyd is the Communications Manager at DC SCORES. Originally from Ann Arbor, MI, Jake graduated from Albion College (MI) in 2007 with a B.A. in American Studies and a minor in Journalism.
As Communications Manager, Jake is responsible for all of DC SCORES’ marketing efforts, including managing eight social media networks, producing a podcast that’s featured on iTunes, building relationships with traditional media, and leading online fundraising campaigns. Jake is also a freelance sportswriter for the Associated Press, covering DC’s professional and college sports teams. He can be reached at jlloyd@americascores.org or Tweet at him at @jakelam2116.
