Thanks to their member-driven nature, nonprofits came early to the social-media party. Because nonprofits are so deeply invested in relationships, many were early adopters of online community and social networking tools. These presences gave them a new way to fuel and channel their members’ loyalty and passion — the Internet’s potential to deepen relationships, share knowledge, and strengthen teams made the social Web a natural fit for organizations.
Chad Norman, manager of the Internet Marketing team at Blackbaud, compiled this excellent overview of the tactics and tools that nonprofits can use to support their goals. This isn’t a to-do list, but it offers a host of examples and ideas that can be integrated into an organization’s existing marketing plan. Don’t have a marketing plan? Norman advocates using the P.O.S.T. method, as outlined in Charlene Li and Josh Bernoff’s great book Groundswell: Winning in a World Transformed by Social Technologies, which is a big help in developing a social media program:
P = People: Who are you trying to engage?
O = Objectives: What are you trying to achieve?
S = Strategies: What will it look like when you’re done?
T = Technologies: What are the tools you plan to use?
The presentation is full of examples that can easily (mostly) be implemented once you have a well-considered social media plan in hand. There are key lessons for businesses here, too, about how to use social media to enhance customer relationships.