The Wired Advocate – A Follow-up

Overcoming inertia in a nonprofit can be particularly difficult.  This stems from many sources but is most often expressed in the sentiment, “We’ve always done it this way.”  As a good friend of mine often says, “The definition of insanity is doing the same things over and over expecting different results.” 

Starting small with some test runs can be a great way to get past the initial ‘disbelief’ that making use of new tools will have value for the organization.  Here are some thoughts to consider:

1. Recognize that you will likely make a mistake along the way.  The initial run may not be perfect.  That’s okay.  Learn from it, remember it, move on.
2. At the same time, remember that quality is still important.  You can’t have a poor appearance and expect great results.
3. Determine what you want to measure to determine success.  Dollars raised may not be the correct measurement.  Especially with your first few attempts.
4. Remember, your audience is going to be different (probably) than your organizational website.  That’s why you are doing this.  Expanding your reach.
5. Because of #5, don’t just repeat your website.  Provide something different, in a different tone, different appearance, etc.
6. “Build it and they will come” is not necessarily true.  You will need to promote your applications.  Expand  your reach.  Think outside of the box.

Plan on building slowly.  Once you have established your metrics, go wider.  Determining who in the organization will be ‘responsible’ for the ongoing development and management of the interaction will come with experience.  Successful 2.0 applications will likely develop conversations with your constituency.  You need to be prepared to respond so somebody should be the designated communicator.

Hope that helps.

The Wired Advocate

Michelle Martin over at Bamboo Project has written a great post about the “Wired Fundraiser.” 

Point #2 – Not Every Wired Fundraiser Is A Champion – is important to note.  However, I would add a correlary that additional storytelling in the marketplace is a good thing.  No matter if one person or 50 people hear it.  And the advantage to the ’wired process’ is its cost effectiveness.  In the end, what has it truly cost the organization to have someone tell the story for them? 

She hits the nail on the head with point 4.  Smart Charities Embrace the Wired Fundraiser.  Many charities struggle with the issue of control of the message.  It is difficult to lay your message in the hands of others and let them tell your story.  But done correctly, this can be a huge gain for your organization, more than offsetting any potential minimal damage that might be done.

Check it out.

I’m Back

Okay, haven’t posted in a while (make that a long while) but that isn’t to say nothing is happening.  Been busy with Combined Federal Campaign event activity, travels, and general life stuff.

Just a note about something I learned during the CFC time period.  I went to an event in Houston to hand out material to Houston municipal employees.  Really poor event.  Outside, 90+ degrees, no shade, poorly attended, etc.  Maybe met about 60 – 90 people.  However, the flight home may have been worth it all. 

I sat next to a gentleman who was genuinely curious about what we do and how.  Somewhat familiar with our organization but only certain aspects.  As I talked with him a very valuable lesson was driven home – You had better know your mission and a good bit about what you do.  Especially if your organization has a wide reach as mine does.  And better yet, you should be prepared with something that will grab the heart of your listener.  Typically, I don’t talk to people when I travel on airplanes.  I like to withdraw and relax.  Especially after a long day of meeting people.  However this was an opportunity that was placed in my path for a reason.

I don’t know what will come of that discussion.  I was able to send him some follow-up information about one of our projects and since he is a person of influence he may be able to carry that out to others.

Always be prepared to tell your story.