What Have Those “Likes” Done for Your Nonprofit Lately?
|May 20, 2011||Posted by M. P. under Management, Philanthropy, Technology|
Do you have hundreds of “Likes” on your nonprofit’s Facebook page but still struggle to secure volunteers? Even worse, and a lament I recently heard, more “Likes” than the number of annual campaign donations received to date? Do people “Like” your message enough to click on a tick box or “LIKE” it enough to write a letter to legislators when your funding is threatened by budget cuts? Come to think of it, how many of your “Likes” have you met in person at an agency or community event?
Amy Sample Ward encourages nonprofits to take their social media engagement strategies to the next level in the post, Slacktivism: Turning a “Like” into Lasting Change at her blog Amy Sample’s Ward’s Version of NPTECH. Nonprofits can (and should) move from story sharing and counting “Likes” to motivating their supporters into action by giving them the opportunity to do something more substantial than a mouse click.
I know, you have just exhaled after achieving a solid, fairly active presence on Twitter and Facebook and now the goalposts are being moved – no, not really. Look at a “Like” as a nod of the head or a high-five in favor of your message. These are the people who you want to team up with to make *insert your nonprofit’s goal here* happen. If you aren’t inviting them to partner with you to make this change (or any change), then those “Likes” mean very little.
You can turn these virtual thumbs-ups to your organization’s mission into tangible actions that will benefit your cause, your clients and the larger community. To help you along the way, check out Amy’s post for a set of initial steps and a treasure trove of links to resources to help you plan (and measure – always measure) how to take a “Like” and make it into something much more.