How Do Nonprofit Associations Use Social Networking Communities to Improve Retention?
Posted by:
Walter Roark on
March 31, 2009 at
1:40AM AFT
Nonprofits have a specific set of challenges when it comes to retaining members and maintaining (or better yet, increasing) donations. When the economic climate turns as negative as our current one, these challenges, always difficult, become formidable.
But for nonprofit organizations, the evolution of the Internet and the advent of social media has produced a fantastic window of opportunity. With online social networking at their command, associations of all types, including nonprofits, can bridge geographical boundaries and connect meaningfully with their supporters.
The fact is, in a dynamic social media community, the interaction between you and your advocates is about more than fundraising. It can be about a philanthropic organization’s mission to defeat worldwide poverty. In a socially-infused web destination, the energy can be about educating constituents (and each other) about the dangers of climate change. In a more pragmatic setting, the gathering and sharing can be about achieving professional goals.
It’s about connection and communication. And giving your members reasons to stay tuned in to who you are as a leading brand, as a provider of beneficial services, as a coalition of passionate believers.
Indeed, enhancing your existing web presence with a seamlessly integrated, custom-tailored community can transform your membership retention and put it on a path of sustained momentum.
First, you should select your social media solutions provider carefully. Second, be certain the integrity of your brand is nurtured and convincingly promoted. Your brand is paramount; it is not likely to benefit from a) sponsored gatherings on Facebook or b) generic, out-of-the-box, unbranded networking tools assembled on a series of web pages.
Consider an experienced, subscription-based SaaS vendor who can develop, compellingly integrate and deliver a community wrapped around your brand. All of these Web 2.0 tools will help engage your supporters and boost membership retention:
Detailed, Creative Profiling
Fast, Easy Friending
Social Groupings
Photo Galleries
Forums
Video Galleries
Blogging and Commenting
Content Rating
Status Points Accumulation
Remote “Sneak Peek” Modules
Interactive Newsreader
Events Posting
Association-tailored
Chapters, Committees and Interest Groups
All of these solutions will help your organization meet and exceed its membership retention objectives.
An Events module,
specifically, can go a long way toward boosting member interaction. Give
individuals easy access to an area where they can quickly post information
about an interesting, upcoming offline event. Both online and offline participation
will be positively impacted when you include tools such as url links, maps, calendars, tracks, sessions, speaker information and more.
But when all is said and done, membership renewal is but one aspect of your relationship with your supporters. Your hopes and passions and commitments are theirs, too.
A sharply branded online social networking community is the perfect place for all of you to meet, connect, communicate and realize the ambitions you share.
If you have ideas, questions or comments about nonprofit social media membership and fundraising growth, please share them here.
But for nonprofit organizations, the evolution of the Internet and the advent of social media has produced a fantastic window of opportunity. With online social networking at their command, associations of all types, including nonprofits, can bridge geographical boundaries and connect meaningfully with their supporters. 