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Posts Tagged ‘Shel Holtz’

Nonprofits—Begin to learn about the social media

Wednesday, August 27th, 2008

In this post, I want to repeat what I mentioned in my first post: Set aside time every week to learn more about the social media. Nonprofit communicators have a unique opportunity to employ any of an array of social media tools – these are low-cost (often downloadable for free) and very often effective. Here are some suggestions:

Combat your biases: Shel Holtz, marketer par excellence and observer of social media, warns in a recent podcast about communicators who have a “visceral” reaction to social media and therefore don’t explore it. The emotional reaction is palpable: it often has something to do with feeling “old”, perhaps out-of-step and feeling self-conscious about it.

New resource: Every Dot Connects is a group originating in Austin, which has opened a store online (via Facebook) to help you with social media:  Every Dot Connects.

FIR produced by Shel Holtz – Go to the latest podcast and see what you can learn about social media applications: FIR.

Pass “Go:” When you identify a tool or platform that might have an application to your campaign, you can pass go after you do some thinking and planning. Example: If you work with the fundraising unit (or person) at your nonprofit:

(1) Define your audiences and their preferences,
(2) Identify all the media to be used and sketch out some deadlines, and
(3) Set your financial goal. Be sure to include a build-up in your marketing plan.

Example: Think about how to “reel in” your audiences, i.e., inspire interest and potential loyalty. Entice donor prospects with not only new information but also real-time, breathtaking reports about the issues you represent. You have to build your audience’s loyalty step-by-step, decide how you’ll identify the point at which you can make your “ask.” Think hard about how to ask, what medium to use, and what sort of repetition will work for you. If anyone has examples of the “step by step” to increasing loyalty to your nonprofit, please share.

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The views and opinions on this blog are solely those of the contributors and do NOT necessarily reflect the official opinions of the Boston Chapter of the American Marketing Association.