Wednesday, April 28, 2010
Undeterred by the Economy
This article appeared in Monday's Hamilton Journal News and featured me as a Hamilton "Woman of Influence." Is it too arrogant to share this on my blog? Perhaps, but I am doing it anyhow on the suggestion of co-workers. Some of the details are not quite accurate (example, I don't supervise our entire development staff but rather our annual giving team) and the story about Nevin should be credited to the Dayton Children's amazing PR manager, Betsy Woods. But overall, it was very flattering to be featured as a Woman of Influence for what I do at Dayton Children's. I am blessed to work for an organization that does incredible things to provide the best possible pediatric healthcare for kids in the Miami Valley. Everyone at Dayton Children's is appreciative of every single gift we receive and every single donor who made it possible. I sincerely want to thank each and every one of them.
Great Content Isn't Enough
Thousands of businesses have found the value in having a Facebook presence. They post all of great content, but pushing out content is not enough. Companies, nonprofits, organizations, etc. need to think of Facebook (or any other social media platform) as a conversation venue. Posting content is not enough; interaction is a requirement.
Think of social media as a two-way conversation with real human beings. Why? Because that is exactly what it is. The purpose and value of social media is building relationships. You don't walk into a room, announce the latest and greatest for your organization, and then walk out. You stick around, ask questions, respond to questions and generate interest. The same is true when using Facebook. Respond to the comments on your page. Pay attention to what is being said. Bring people to the conversation. Reference what others are doing. Don't let this be a one-side conversation. It turns people off. And turning people off is the death knoll to building a trusting relationship.
Here's an example of what not to do:
I am an avid reader of a particular magazine (that will remain nameless to I don't embarrass them to pieces publicly). They had an excellent feature in a recent issue that challenged their readers to participate. But the directions were vague. So I checked the website. Same vague directions for how to enter their contest, what to submit, and the rules for how the contest was going to be judged were unclear. The website gave no opportunity to pose a question. So I turned to Facebook.
Yes! They had a Facebook page. But, alas, they are failing at building relationships. They are posting articles, links and interesting content, yet they never respond to their fans questions. I certainly wasn't the only one confused about their messaging. Everyone had similar questions. No one was getting any answers. But new content kept getting added to the page.
Here's my thoughts: This company is selfish and one-sided. They are not interested in their readers/customers' feedback. They are missing the perfect opportunity to build a relationship and show they are concerned about the service they are providing.
Nonprofits can and should take a lesson from this. Responding to comments on Facebook shows you care in the same way responding to a question in person does. Does it take some extra time? Yes. Is it worth it? You better believe it. Donors want to be heard and recognized. That's fundraising 101. Using social media gives you the perfect vehicle for responding...for listening...for caring. Nothing builds donor loyalty more than caring about your constituents and taking time for them.
Believe me, there are plenty of organizations way off the mark here. Take the extra minute to respond when people post things on your page, if for no other reason than to say thank you. It will pay off -- literally and figuratively.
Think of social media as a two-way conversation with real human beings. Why? Because that is exactly what it is. The purpose and value of social media is building relationships. You don't walk into a room, announce the latest and greatest for your organization, and then walk out. You stick around, ask questions, respond to questions and generate interest. The same is true when using Facebook. Respond to the comments on your page. Pay attention to what is being said. Bring people to the conversation. Reference what others are doing. Don't let this be a one-side conversation. It turns people off. And turning people off is the death knoll to building a trusting relationship.
Here's an example of what not to do:
I am an avid reader of a particular magazine (that will remain nameless to I don't embarrass them to pieces publicly). They had an excellent feature in a recent issue that challenged their readers to participate. But the directions were vague. So I checked the website. Same vague directions for how to enter their contest, what to submit, and the rules for how the contest was going to be judged were unclear. The website gave no opportunity to pose a question. So I turned to Facebook.
Yes! They had a Facebook page. But, alas, they are failing at building relationships. They are posting articles, links and interesting content, yet they never respond to their fans questions. I certainly wasn't the only one confused about their messaging. Everyone had similar questions. No one was getting any answers. But new content kept getting added to the page.
Here's my thoughts: This company is selfish and one-sided. They are not interested in their readers/customers' feedback. They are missing the perfect opportunity to build a relationship and show they are concerned about the service they are providing.
Nonprofits can and should take a lesson from this. Responding to comments on Facebook shows you care in the same way responding to a question in person does. Does it take some extra time? Yes. Is it worth it? You better believe it. Donors want to be heard and recognized. That's fundraising 101. Using social media gives you the perfect vehicle for responding...for listening...for caring. Nothing builds donor loyalty more than caring about your constituents and taking time for them.
Believe me, there are plenty of organizations way off the mark here. Take the extra minute to respond when people post things on your page, if for no other reason than to say thank you. It will pay off -- literally and figuratively.
Monday, March 1, 2010
Nonprofits: How Not to Lose Your Mind Using Social Media
The nonprofit hot topic seems to be whether or not to use social media. The very simple answer is "YES!" Having a social media presence is the newest and most interactive way to have a presence on the web. But don't let anyone fool you into thinking that it's as simple as adding water and stirring. It takes some time, energy and creativy to have an effective social media presence. And the vast majority of nonprofit organizations are not going to have the budget to outsource this project or hire staff members simply to be content managers. Most of us have to add this to our current job descriptions and find the time to actively add content.
So, how can this be done easily and still create results? Here's some initial thoughts:
1. Multi-task -- If you are creating content for your website, add a link to your Facebook page and Twitter page. Better yet, set up your Facebook page to automatically update Twitter. Adding a YouTube video? Link YouTube, Facebook and Twitter together. You post it one time and it gets distributed to other channels.
2. Keep The Sites Open -- Keep your social media sites open on your desk top. It only takes a minute to send out a Twitter update or Facebook update. Post content when you have a few extra minutes (like when you are on hold or when you only have 10 minutes before a meeting and don't have enough time to start a new project).
3. RT -- Not all of your content needs to be original. In fact, it's better if it isn't. Social media works best when it really is social, meaning you are part of a larger community. Share good information from others. Read an article that is informative? Retweet it or post a link giving credit to the original author. The favor will be returned in time.
4. Interns -- College students are looking for opportunities to gain experience. Give them an opportunity to work in your office and as part of their responsibilities, ask them to post content, shoot short videos using a simple webcam of things happening in your organization and posting to YouTube, and respond to content posted on your site.
5. Respond -- If someone sends you something on Facebook or Twitter or any other place, respond. Remember that social media is not static. It's interactive and your constituents want, expect and deserve a response. It's the best possible customer service. I read a blog article today on jobs that will be replaced by social media. The role of customer service agents will drastically change as a result of using social media. Not responding is the worst kind of service you can provide.
6. Make Sure Things Work -- If you are going to take the time to post content, please make sure the links, downloads or video work. Today I was very excited to download a white paper about social media trends from Sage Nonproft Solutions. I went to their site, completed a form with all of my contact information, and went to click on the "Download PDF" and nothing happened. I tried it a second time and it still didn't work. So, I then called their 800 number and was on hold for a solid five minutes with no response. I find it hard to believe there is such a demand that they could have a human being answer the phone. Everything was automated (and that, my friends, is a subject for another day on poor customer service). The bottom line: I never got the white paper, I ended up hanging up in frustration, and believe me, when I get added to their mailing list or get a sales call, I will not respond. If you post content, make sure everything works.
7. Job Share -- We share responsibilities at Dayton Children's between the marketing and development office. Each of us has a different angle for content so it keeps a variety of topics available. It works out between three people that when one person is busy, another person steps up to post information. We have found a balance over time that ensures we have a myriad of fresh content.
8. Don't Go Crazy -- Remember the old ad that claimed, "A little dab will do ya?" Same principle applies here. You only need to have a couple of new posts per day. Groups that update their Facebook status page 15-20 times per day are going way overboard. Post a few things on Twitter, respond to a few things and space it out throughout the day. It is easy to get consumed when you enter the social media world. Try not to lose sight of time and be judicious with what you post.
9. Pick Your Places -- Take time to know your audience. Find out where your constituents will be. If you have a small shop, or if you are the only person in the shop, you may only be able to pick a few places to be. I'd suggest Facebook, Twitter and YouTube. You don't need to be on Ning, Bebo, Myspace, and the zillion of other social networking outlets. Find a few that work effectively for your organization and stick with it. If you have time to add more sites, grow gradually. You may not need a Foursquare account yet.
I imagine there are dozens of great suggestions on how to effectively manage social media without losing your mind. Feel free to post your recommendations. What works for you?
So, how can this be done easily and still create results? Here's some initial thoughts:
1. Multi-task -- If you are creating content for your website, add a link to your Facebook page and Twitter page. Better yet, set up your Facebook page to automatically update Twitter. Adding a YouTube video? Link YouTube, Facebook and Twitter together. You post it one time and it gets distributed to other channels.
2. Keep The Sites Open -- Keep your social media sites open on your desk top. It only takes a minute to send out a Twitter update or Facebook update. Post content when you have a few extra minutes (like when you are on hold or when you only have 10 minutes before a meeting and don't have enough time to start a new project).
3. RT -- Not all of your content needs to be original. In fact, it's better if it isn't. Social media works best when it really is social, meaning you are part of a larger community. Share good information from others. Read an article that is informative? Retweet it or post a link giving credit to the original author. The favor will be returned in time.
4. Interns -- College students are looking for opportunities to gain experience. Give them an opportunity to work in your office and as part of their responsibilities, ask them to post content, shoot short videos using a simple webcam of things happening in your organization and posting to YouTube, and respond to content posted on your site.
5. Respond -- If someone sends you something on Facebook or Twitter or any other place, respond. Remember that social media is not static. It's interactive and your constituents want, expect and deserve a response. It's the best possible customer service. I read a blog article today on jobs that will be replaced by social media. The role of customer service agents will drastically change as a result of using social media. Not responding is the worst kind of service you can provide.
6. Make Sure Things Work -- If you are going to take the time to post content, please make sure the links, downloads or video work. Today I was very excited to download a white paper about social media trends from Sage Nonproft Solutions. I went to their site, completed a form with all of my contact information, and went to click on the "Download PDF" and nothing happened. I tried it a second time and it still didn't work. So, I then called their 800 number and was on hold for a solid five minutes with no response. I find it hard to believe there is such a demand that they could have a human being answer the phone. Everything was automated (and that, my friends, is a subject for another day on poor customer service). The bottom line: I never got the white paper, I ended up hanging up in frustration, and believe me, when I get added to their mailing list or get a sales call, I will not respond. If you post content, make sure everything works.
7. Job Share -- We share responsibilities at Dayton Children's between the marketing and development office. Each of us has a different angle for content so it keeps a variety of topics available. It works out between three people that when one person is busy, another person steps up to post information. We have found a balance over time that ensures we have a myriad of fresh content.
8. Don't Go Crazy -- Remember the old ad that claimed, "A little dab will do ya?" Same principle applies here. You only need to have a couple of new posts per day. Groups that update their Facebook status page 15-20 times per day are going way overboard. Post a few things on Twitter, respond to a few things and space it out throughout the day. It is easy to get consumed when you enter the social media world. Try not to lose sight of time and be judicious with what you post.
9. Pick Your Places -- Take time to know your audience. Find out where your constituents will be. If you have a small shop, or if you are the only person in the shop, you may only be able to pick a few places to be. I'd suggest Facebook, Twitter and YouTube. You don't need to be on Ning, Bebo, Myspace, and the zillion of other social networking outlets. Find a few that work effectively for your organization and stick with it. If you have time to add more sites, grow gradually. You may not need a Foursquare account yet.
I imagine there are dozens of great suggestions on how to effectively manage social media without losing your mind. Feel free to post your recommendations. What works for you?
Tuesday, February 16, 2010
The Power of a Greeting Card
Do you love getting cards in the mail? Who doesn't? There's something about seeing a hand-addressed envelope with a real live stamp that makes your heart skip a beat. It's even better when you receive a card and it's not your birthday or a holiday but rather because someone simply cared enough to send you a note. (I think I now know where Hallmark came up with the slogan "When you care enough to send the very best.")
During the year-end direct mail frenzy, Dayton Children's opted to include a greeting card in our packet for donors to send a personalized holiday card for a patient. The response was outstanding and our response rate was improved and the average gift was about $10 more than usual. More importantly, however, were the thoughtful messages include in the cards wishing our patients well. For six weeks, we were able to deliver a card to a patient and his or her family every day. It was meaningful for families to know that complete strangers made the thoughtful gesture to think of the children in the hospital. If they knew that a donation accompanied those cards, I think they may have even smiled a bit wider.
Last week I featured a wonderful story from Dayton Children's about Nevin. Nevin has been an extended-stay patient at the hospital and was disappointed that he couldn't go out to play in the snow. What five year old wants to stay indoors when he could romp around outside in a foot of snow and build a snowman? His physical therapist, Janet Squires, in a very creative therapy session, brought a big bucket of snow into Nevin's room so he could play in the snow and build that snowman. Hats, gloves and boots were all a part of the experience. Take a moment to watch the video...I guarantee it will make you smile.
The response to Nevin's story has been wonderful. It has been viewed 700+, been featured on WDTN News, and shared on Facebook and Twitter. We didn't do this as some kind of social media experiment but I will admit, we are very pleased with the response. The response from the community has been positive and Janet came up with genius plan #2.
With the support of David Grimes, the local owner of Ace Handyman Hardware Stores, a mailbox was donated and installed on our hematology/oncology unit at Dayton Children's. Every day, Nevin and the other patients need to walk to the mailbox to check for their mail. While it is a good therapy exercise, the kids look forward to getting their cards and letters every day. Our marketing manager, Betsy Woods, prints out emails to deliver to the mailbox. And the emails have been coming daily.
If you watch the video or look at Nevin's photos on the Dayton Children's Facebook page, you will quickly realized that Nevin has something of an obsession with Spiderman. I've watched this boy grow up at the hospital and truth be told, I have never seen him out of a Spiderman costume. A note arrived on Friday from The Children's Miracle Network with a special Spiderman Valentine for Nevin. Brothers from Phi Kappa Theta Fraternity at Truman State University (in Missouri!) had visited Dayton Children's a few weeks prior for a national leadership conference. They visited Nevin and many other patients that day. TJ, the chapter president, wrote to me and asked if it was okay for them to send cards and letters to the kids and also inquired if they could send PlayStation2 video games. Oh, yes!!
This was just the tip of the iceberg. Emails, cards and letters are a welcome sight for kids in the hospital. If you want to help, you can send also to:
The Children's Medical Center of Dayton
Attn: Betsy Woods, Marketing
One Children's Plaza
Dayton, OH 45404-1815
woodsb@childrensdayton.org
Rest assured, they will arrive in the mailbox or on the meal trays of our kids every day.
A simple greeting card or note to let a sick or injured child know you care. Does it get any easier than that? Getting kids to smile is priceless. It's a really worthwhile investment.
During the year-end direct mail frenzy, Dayton Children's opted to include a greeting card in our packet for donors to send a personalized holiday card for a patient. The response was outstanding and our response rate was improved and the average gift was about $10 more than usual. More importantly, however, were the thoughtful messages include in the cards wishing our patients well. For six weeks, we were able to deliver a card to a patient and his or her family every day. It was meaningful for families to know that complete strangers made the thoughtful gesture to think of the children in the hospital. If they knew that a donation accompanied those cards, I think they may have even smiled a bit wider.
Last week I featured a wonderful story from Dayton Children's about Nevin. Nevin has been an extended-stay patient at the hospital and was disappointed that he couldn't go out to play in the snow. What five year old wants to stay indoors when he could romp around outside in a foot of snow and build a snowman? His physical therapist, Janet Squires, in a very creative therapy session, brought a big bucket of snow into Nevin's room so he could play in the snow and build that snowman. Hats, gloves and boots were all a part of the experience. Take a moment to watch the video...I guarantee it will make you smile.
The response to Nevin's story has been wonderful. It has been viewed 700+, been featured on WDTN News, and shared on Facebook and Twitter. We didn't do this as some kind of social media experiment but I will admit, we are very pleased with the response. The response from the community has been positive and Janet came up with genius plan #2.
With the support of David Grimes, the local owner of Ace Handyman Hardware Stores, a mailbox was donated and installed on our hematology/oncology unit at Dayton Children's. Every day, Nevin and the other patients need to walk to the mailbox to check for their mail. While it is a good therapy exercise, the kids look forward to getting their cards and letters every day. Our marketing manager, Betsy Woods, prints out emails to deliver to the mailbox. And the emails have been coming daily.
If you watch the video or look at Nevin's photos on the Dayton Children's Facebook page, you will quickly realized that Nevin has something of an obsession with Spiderman. I've watched this boy grow up at the hospital and truth be told, I have never seen him out of a Spiderman costume. A note arrived on Friday from The Children's Miracle Network with a special Spiderman Valentine for Nevin. Brothers from Phi Kappa Theta Fraternity at Truman State University (in Missouri!) had visited Dayton Children's a few weeks prior for a national leadership conference. They visited Nevin and many other patients that day. TJ, the chapter president, wrote to me and asked if it was okay for them to send cards and letters to the kids and also inquired if they could send PlayStation2 video games. Oh, yes!!
This was just the tip of the iceberg. Emails, cards and letters are a welcome sight for kids in the hospital. If you want to help, you can send also to:
The Children's Medical Center of Dayton
Attn: Betsy Woods, Marketing
One Children's Plaza
Dayton, OH 45404-1815
woodsb@childrensdayton.org
Rest assured, they will arrive in the mailbox or on the meal trays of our kids every day.
A simple greeting card or note to let a sick or injured child know you care. Does it get any easier than that? Getting kids to smile is priceless. It's a really worthwhile investment.
Wednesday, February 10, 2010
The Spark of Caring - Building a Snowman Inside
Yesterday I wrote an article about the simple gesture of doing something just because it is the right thing to do and that is can bring a smile to someone else's heart.
In the midst of about a foot of snow, grown-ups can easily forget that kids love to play in the snow. But when you are hospitalized, battling cancer and not allowed to go outdoors, it can really get you down. Today, Dayton Children's put up photos about Nevin. Nevin experiences long hospital treatment stays. He has practically grown up at Dayton Children's, as we've all seen him in his Spiderman costumes since he was just a toddler.
Nevin wasn't having a good day. He wanted to be outside playing in the snow and to build a snowman. In a pure act of kindness and creativity, Janet Squires, our rehabilitation services manager, brought the snow in to Nevin. Be sure to click here to see all the photos. Better yet, take two minutes to watch the video. I guarantee this will warm your heart. This is what it means to ignite a spark of caring.
In the midst of about a foot of snow, grown-ups can easily forget that kids love to play in the snow. But when you are hospitalized, battling cancer and not allowed to go outdoors, it can really get you down. Today, Dayton Children's put up photos about Nevin. Nevin experiences long hospital treatment stays. He has practically grown up at Dayton Children's, as we've all seen him in his Spiderman costumes since he was just a toddler.
Nevin wasn't having a good day. He wanted to be outside playing in the snow and to build a snowman. In a pure act of kindness and creativity, Janet Squires, our rehabilitation services manager, brought the snow in to Nevin. Be sure to click here to see all the photos. Better yet, take two minutes to watch the video. I guarantee this will warm your heart. This is what it means to ignite a spark of caring.
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