On this National Philanthropy Day, Facebook gave us an early holiday gift. Email.
Call it F-mail, call it Titan, call it a game-changer but can we call it helpful? Let’s be real. Unless you’re one of the BIG nonprofits, odds are you don’t have a full-time social media department chomping at the bit to update your Facebook strategy after learning the news.
But what does it mean for the rest of us? Big or small, there are some things you can (and should) be doing to prepare for when (not ‘if’) it impacts you.
1. Get your data ducks in a row
If you don’t have information on how your donors want to be contacted then it’s time to get it together. Better yet, as Mindframe (a new project from Hotbed Creative and Kyle Lacy) will share, find out what medium they actually react to instead of the medium they say they prefer. Donor surveys, focus groups, etc. – all contribute to knowing who wants what information sent through which medium. Demographic data, giving trends, number of touches before gifts – data driven management needs to be a priority if it’s not.
2. Stay in front of donors in the way they want
What you know about your donors and their preferences has never been more important. Maybe the only thing ‘more important’ than having that data is using it. The majority of the announcement talked about cutting through the clutter so people can only read & react to the things they want to. Using donor preferences NOW builds a closer relationship so they’ll want to include you in their short list when the time comes – not the long list that they end up ignoring.
3. Prepare for a online/social marketing focus
This announcement may actually reverse the language used and how we organize our marketing efforts. Integrating email with social to this extent means that ‘social marketing’ will in-fact include all online/email communication. Translated? Your marketing person’s plate will be increasingly full of online efforts vs. more traditional direct mail & advertising (of all types). But – it’s crucially important to maintain a presence in several areas and cross-pollinate your campaigns. Facebook and email might be changing, but as Facebook Founder Mark Zuckerburg shared today, “It’s not killing anything…yet“.
What do you think about the announcement? How does it impact your marketing planning?