There’s a proven way for your organization to start and strengthen vital relationships with the people whose support, loyalty, and actions you want—donors, volunteers, and even staff (too often overlooked here).
This approach is easy to learn and execute. And it’s something you do on a personal level all the time: Getting to know and understand others with whom you want to build a friendship—learning what’s important to them and how their days go. These insights enable you to focus in on what’s important or interesting to both of you, and how best to keep in touch via a commonly-used channel (social, mobile, text, mail) at a receptive time.
Here are four proven methods of harvesting these priceless insights:
1) Launch a Marketing Advisory Group
Begin by identifying your target audiences and prioritize segments of each that share wants, needs and preferences. Then put together a marketing advisory group incorporating as many of these perspectives as possible—that way you’ll have the right person to turn to when you need her. In addition, this group will provide a solid diversity of opinion when you solicit input on a specific campaign or message.
Next, invite prospective team members to participate. If you don’t have people in mind that represent all the perspectives you need, ask program or other colleagues for recommendations.
Make sure to specify your expectations and to keep them modest. I recommend that you ask team members to help at most once or twice a month, asking for no more than 5 to 10 minutes of their time for each ask.
Put your marketing advisors to work in the way it’s most beneficial—that may vary depending on the task at hand. Ask a few of them for input on draft messages for the new advocacy campaign and a few others for a critique of the draft mini-site for the campaign. Or ask all of them to complete a brief online survey to share their perception of the new program and the gap it will fill. Whatever your decision, make sure you ask with thought and don’t overburden your advisors. Most importantly, thank them frequently and often.
Try it for six months, refining the program over time to be of greatest value for you and least burden for your marketing advisory team. When you do, I promise you’ll know, and connect with, your audiences better than ever before.
2) Listen to Social Conversations
There’s so much being said online—about your organization, causes or issues, campaigns, and organizations you compete with for donations and attention—that you’ll learn a lot by just listening. By monitoring social channels for conversation on relevant topics, you’ll see what resonates and why, enabling you to better engage your people.
Keep in mind that with this kind of social listening, you won’t know who’s talking and how that person maps (if at all) to your targets. Nonetheless, if there’s a groundswell of conversation on a topic important to your organization, you want to hear it.
Social monitoring options range from free tools like Google Alerts to paid services such as Mention, and social listening services such as Attentive.ly which enable you to focus in and listen to your people (those in your donor management system, e-news subscribers, volunteers, and others).
Case Study: American Friends Service Committee Uses Attentive.ly to Connect
A few days after the fatal shooting of Michael Brown, the American Friends Service Committee (AFSC), noticed a significant shift in focus on social media to the hashtag #Ferguson. They could quickly see that terms such as “police” started trending, nationally and among supporters in AFSC’s database (CRM).
AFSC created a saved search to see exactly who in its CRM was talking about Ferguson on Facebook and Twitter. Next, they invited those supporters to a Google Hangout that resulted in record-high participation and 74 donations. That’s incredible targeting!
3) Ask & Listen in Your Social Communities
If your organization has an active community on Facebook, Twitter, or other interactive platforms, you have a focus group ready to roll. But before you just ask, and ask, and ask again, prioritize what you want to know. Also, decide how to filter and weigh what you hear since your social communities may not map exactly to your donors and prospects.
Facebook has a few advantages as an audience research tool:
- Since you can easily run your organization’s donor or email list against Facebook subscribers who have liked your page, it’s easier to map responses to your prioritized audiences.
- The new-ish Facebook Live Video tool is an excellent way to gather quick feedback on a draft logo, design, message, or email format (anything, in fact, easy to view via an online video) IF you have a huge and active following on Facebook.
- Polling is super easy to set up and respond to.
4) Ask Folks as They’re Leaving a Program or Event
This technique is ages old but works well, as long as you ask just one or two quick questions. If your question is brief, ask verbally. If you want to gather names or have a couple of questions, then have pens and printed mini-surveys or tablets on hand for responses. If the event is online, pop up a quick survey before the finish.
BUT these insights boost actions ONLY when you…
Capture, Analyze, and Share What You Learn, then ACT on it
Keep in mind that what you learn about your audiences is valuable only when you log, share, and analyze it across your organization.
This process will position you to put your findings to work most effectively right now. Then go one step further to extend their value by adding these insights to supporter data. That’s your path to getting closer than ever with your people, and activating them to move your mission forward. Go to it, friends.