Audience Insights: Organizations Overlook the Most Important Clues

Clues for increased satisfaction and visitation are often right under the noses of cultural organizations. I frequently hear executive leaders Read more

Do Expansions Increase Long-Term Attendance? (DATA)

Sometimes it feels like nearly every cultural organization is taking on a major expansion project. But do these projects Read more

Over 60% of Recent Visitors Attended Cultural Organizations As Children (DATA)

You may have guessed it was true – but here’s why this statistic matters. The idea that those who visit Read more

Cultural Organizations: It Is Time To Get Real About Failures

Hey cultural organizations! Do you know what we don’t do often enough? Talk about our failures. It’s a huge, Read more

How Annual Timeframes Hurt Cultural Organizations

Some cultural executives still aim for short-term attendance spikes at the expense of long-term financial solvency – and they Read more

Special Exhibits vs. Permanent Collections (DATA)

Special exhibits don’t do what many cultural organizations think that they do. If fact, they often do the opposite. Read more

Community Engagement

Cultural Organizations: People (Not Things) Matter Most

This may be the most important sentence for the evolution of visitor-serving organizations.

This post is a short one, but it’s an important one to me – and for cultural organizations, too, I believe. As many have noticed, I took last Wednesday off of posting KYOB. It was the day after the United States presidential election and, needless to say, there were some other things on peoples’ minds…

This video is a plea for cultural organizations to wake up.

This week’s Know Your Own Bone Fast Facts video is my rallying cry I hope that you’ll take a moment to watch the video and think about the message. Regular Know Your Own Bone readers likely have this sentence engrained into their brains. And if I could contribute one sentence to leave as my cultural organization legacy that has the potential to deeply change cultural organizations for the better, this would be it:

Your organization can determine importance, but the market determines relevance.

 

That sentence is so much more meaningful and important than it may sound when you first hear it…

It is the basis of nearly every myth-bust on Know Your Own Bone. Essentially, it’s quite common that cultural organizations will declare that something (some content or issue, for instance) is important. However, if nobody cares about that “important” thing, then it’s difficult – if not impossible – to educate, inspire, or initiate support. As a well-educated and sometimes erudite sector, we’re used to knowing things and being expert about things. And we are experts. But just because we are fascinated by a topic doesn’t mean that the market cares about it – or knows enough to care about it yet.

 

Relevance reigns

It doesn’t matter how loudly an organization shouts that something – an issue or some content, for instance – is important. If the market doesn’t understand the relevance of that issue or content, then that issue or content may as well not matter at all. Nobody hears it. Or they do, but it has no “so what?” to make it meaningful.

Connectivity is king in today’s world. To fulfill our missions, we need to build a bridge. We need to cultivate relevance, and we need to bring value. After all, our organizations cannot exist without the support of visitors and donors. Our task, then, is to help connect people to things. If we think something is important but we haven’t established its relevance, then it is not likely that the market will listen. We haven’t created a reason for them to listen by establishing a connection to that issue.

 

We think we are about things. We are not. We are about people. At our best, we are hubs of human connection.

Data suggest that who people are with is by far and away more important to our audiences than what they see onsite. With > What.  We are connectors and facilitators of shared experiences. It is one of our superpowers, and yet we often throw this away in favor of esoteric, distancing content. Our industry still most values those who specialize in content over those who specialize in connection.  What good is content without connection? 

The idea that the market determines relevance is NOT a “dumbing down” of cultural organizations. The market expects us to be experts. Instead, it means finally realizing that people matter in executing our missions.

It’s our audiences that matter most in our organization’s survival. After all, they pay admission, become members, spread word-of-mouth endorsements, and make donations. On top of that, our missions to educate and inspire revolve around human beings as well. Why, then, do so many cultural organizations believe themselves to be about things rather than human beings?

There are universities that may more willingly employ those leaders who stubbornly insist upon cherishing their own one-way interest in objects or content. Museums, however, have missions to connect people and things… To show how and why things matter. How have we so lost our way that misunderstanding this seems to be the primary barrier within cultural organizations – and is even the basis of layoffs at times?

And when I encourage organizations to consider “human beings,” I mean “human beings” – not solely erudite, cultural gatekeepers that scoff at content that inspires engagement among the not-as-expertly-erudite. These gatekeepers can be helpful influencers to underscore our topic expertise, but are our missions to “educate and inspire the already topic-educated and inspired?”

We can be as loud as we want about scholarly ideas, but if we don’t cultivate connection among people, then there’s nobody to visit, to donate, to educate, or to inspire at all. Again: Organizations may determine importance, but the market determines relevance. We can pitch that something should matter to people, but we don’t decide. They do.

People matter most for both our missions and our solvency.

Let’s start acting that way.

 

Like this post? Don’t forget to check out my Fast Fact videos on my YouTube channel. Here are a few related posts from Know Your Own Bone that you might also enjoy:

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

Posted on by Colleen Dilenschneider in Community Engagement, Fast Facts Video, Myth Busting, Nonprofit Marketing, Sector Evolution, Trends 4 Comments

What Annoys High-Level Members at Cultural Organizations? (DATA)

Here are the top-five things that visitor-serving organizations do that annoy high level members the most… And the interesting finding that ties them together. 

We cultural organizations love our members – and especially our premium members paying an annual fee of over $250 each year. They play an important role in our solvency, and some of them even go on to become our biggest, most valuable donors. This is especially true when they are mission-based (as opposed to transaction-based) members. As such, there’s a lot of pressure not to disappoint these folks.

So what does disappoint premium members paying an annual fee of over $250 each year? IMPACTS surveyed premium members (defined as persons who have purchased an annual membership to a cultural organization costing $250 or more within the past 12 months) to better understand the nature and hierarchy of member “dissatisfiers.” That’s the focus of this week’s Know Your Own Bone Fast Facts video.

The data comes from the ongoing National Awareness, Attitudes & Usage Study of 224 US Visitor-Serving Organizations. For this component of the analysis, 1,096 “premium” members to these organizations responded to open-ended questions to identify the most dissatisfying aspect of their member experience. A consequent lexical analysis process organized these responses by general consideration, and these same considerations were presented to the studied members who were then asked to rank from 1-10 the considerations in terms of relative dissatisfaction (with 1 being the most dissatisfying aspect and 10 being the least dissatisfying aspect). The Mean Value is the average ranking that the member respondents assigned to each consideration. The data suggests an interesting take-away. Let’s take a look.

IMPACTS- Premium member dissatisfiers

As you can see, solicitation telephone calls are the top-rated dissatisfier among premium members, followed by delayed access and not being treated as special on site. Showing IDs at the entrance also annoys these top-giving members. And also the volume of mail and renewal notices. Rounding out the top-5 dissatisfiers is family member limits for admission.

Really take a look at these. “They are necessary evils,” you might say. “We need to make solicitation telephone calls and we have to check photo IDs with membership entrance!” But do we really need to do these things in the way that we do them? Are there other methods that might be better for everyone – our members and (thus) our organizations? For example, data suggest that checking members’ photo IDs can do more harm than good for organizations and deploying a kind of “ID police” undermines some of the hard work that organizations do to keep members happy. When we really think about these findings, though, it becomes clearer to see what kind of picture is being painted and why premium members may be annoyed:

 

it seems that we may not walk the we value our members talk

Two things seem to be happening here that tie these five “dissatisfiers” together…

There is an on-site and off-site disconnect.

It seems that we know our members’ names VERY well when we call them on their personal cell phones and clutter their mailboxes with solicitations and renewal notices, but we suddenly don’t remember them or honor their contributions when they arrive at the door in person. That’s a disconnect. That’s a big miss. And, wouldn’t you be annoyed by that dichotomy?

 

And there is a communications opportunity.

There may be an opportunity here to change up our communications to focus on what our members want, rather than what WE want – and to be sensitive about how we communicate the support that we hope to continue to receive from these members. Of course, we want to ask for their continued support and we indeed want these folks to increase their giving and make their way up the support channel. That said, there are ways to frame our membership and donor benefits so that they match what actually matter to our supporters. When our communications solely make an ask, we miss the opportunity to tell our stories about how we carry out our missions and make a difference. We lose the opportunity to cultivate the best kinds of supporters. Moreover, poor relationship management and impact communication strategies are a leading reason why donors stop giving.

 

While, indeed, there are a lot of great things that members do for us, it’s important for us to remember what we do for them. Yes, exclusive events matter to some members, but that doesn’t mean that respect and appreciation fly out the window. Remember: we need these members more than they need us – so there’s incentive to listen to these folks and treat them well. After all, happy members are more likely to be renewed members!

 

Like this post? Don’t forget to check out my Fast Fact videos on my YouTube channel. Here are a few related posts from Know Your Own Bone that you might also enjoy:

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

Posted on by Colleen Dilenschneider in Community Engagement, Fast Facts Video, Financial Solvency, Fundraising, IMPACTS Data, Sector Evolution, Trends 2 Comments

Combating Case Study Envy Within Museums And Cultural Organizations (DATA)

Bad things happen to good organizations when conference attendees leave their thinking caps at home.

Industry conferences can provide amazing opportunities for cultural organizations to learn about new initiatives – but there’s a disease that often infects well-meaning leaders at these conferences – they are bringing it back and infecting their organizations. It’s time to talk about case study envy. That’s the subject of this week’s Know Your Own Bone Fast Facts video!

I am a fan of conferences and those who know me personally (or have met me at one), know that I frequently lament how infrequently I can get to them due to my work schedule. On that note, let’s establish/acknowledge this important starting point: Industry conferences are important. We know this. I don’t and won’t dispute this because I believe it to be true. They provide important opportunities to learn about new ideas, celebrate achievements, discuss the state of the industry and obstacles for us all to take on together, and (perhaps most importantly) they connect us to one another as professionals and (when we’re lucky!) as friends.

Now that we’ve very purposefully acknowledged that conferences are generally awesome things for us, I’m going to discuss an important way in which conferences are often NOT awesome. Are we ready? Okay:

Sometimes conferences make us stupid. And interestingly, data suggest that executive leaders know this. (More in a moment…)

There can be serious consequences for organizations that become too easily seduced by the alleged successes of others. I call this Case Study Envy and it takes place at all kinds of conferences. It does NOT mean that case studies aren’t important and that there isn’t value in sharing them. But just because industry conferences can be exciting doesn’t mean that attendees should leave their thinking caps at home.

Case Study Envy can make smart people attending industry conferences believe two, pretty silly things:

 

1) That the organization or person speaking actually accomplished something.

Ouch. First, case study envy makes leaders believe that the presenting organization’s initiative worked and that it met any meaningful goals at all. Sometimes the initiatives are attached to meaningful outcomes and that’s great. But more often than not, the organization holding the microphone is someone that asked for the opportunity to tell you how good they are at something. This doesn’t necessarily mean that they are actually good at it. Considering this, it’s not uncommon that programs and initiatives that might more objectively be considered failures are instead presented at conferences as successes. Let’s honest, it stinks to admit that something we thought was going to be cool, turned out to be a total dud. Sometimes, presenting that cool- sounding thing at a conference can internally soften the blow and save some public face.

When when you dig into 990s and look at them alongside presentations at conferences, it becomes clear that many institutions are actually sharing their failures as models of success. It certainly isn’t true for all organizations and presentations – but we often note at IMPACTS that if an initiative creates mission drift or costs a very large sum of money and has no demonstrative payoff, then it’s going to be shared as a success at a conference.

The inclination to frame objective failures as successes makes perfect sense: There’s too much at stake to share our failures as actual failures. There are board member reputations, a CEO’s symbolic capital, and even funder satisfaction at risk when we admit to failure. If we admit our cool-sounding project was a failure, then we have to say to board members, “Hey, this big project that you supported and might have even been your idea didn’t work.” And we really don’t want to say that. So, instead, we say, “It didn’t increase visitation or notably impact our brand equities in a positive or even noteworthy manner, but it was something new and cool! To prove it, we’ll share it at [insert industry conference].”

I’m not saying it’s an awesome situation, but the fear of calling a (very cool looking, new idea, sometimes high-tech) dog a dog may be understandable in this context that disproportionately punishes risk. What’s more is that executive leaders seem to know that many of the case studies presented at conferences are actually failures – or at least, not worth influencing their decision making. It’s a reason for the inverse correlation between trust and influence and information being shared at a conference. Yes. Executive leaders find information shared at conferences to be less trustworthy because it is shared at a conference.

Here’s how much executive leaders trust various information channels. An index value less than 100 indicates lessened trust in the information based on its source. (Here’s the link to the original post with the data and more information on it.)

KYOB IMPACTS - Trust of sources for cultural leaders

Think that’s bad? The data on the influence of information is much more alarming.

KYOB IMPACTS - influence of sources for cultural leaders

And on top of that, they aren’t exactly go-to sources of information, either.

KYOB IMPACTS - Sources of information for cultural leaders

Yikes! Again, this is not to say that all presentations at industry conferences are useless – far from it. Conferences are a wonderful opportunity to connect and share experiences and, indeed, we need them. But they cannot help us unless we change how we approach them and stop making “finding the things that actually work in increasing solvency or summoning support” so difficult. We give the microphone to the folks that ask for the microphone (to talk about, say, membership) without much consideration for how well their (membership) programs actually work. Worst of all, there seems to be a particular want to give the microphone to some of the “biggest” organizations – and that can be dangerous if that particular organization is “touting a failure as a success.” It glamorizes the failure and promulgates it among the industry, resting its glory more on the symbolic capital of other aspects of the organization rather than that, particular (futile) initiative.

There are many excellent examples of organizations of all shapes and sizes doing forward-facing things. It’s a shame that those examples are sometimes diluted by glorious funeral ceremonies for futile projects disguised as successes at conferences.

So how can you determine the truly successful case studies from the hot air and combat Case Study Envy in this case? Ask, “Did this initiative increase membership, result in more people coming through the door, or secure more donors? Did it contribute to meaningful and measurable market perceptions related to their mission?” Not every self-congratulatory program, presented as a success, is actually a success. Case study envy makes it hard to tell the difference.

 

2) That exactly what worked for that organization will work in exactly the same way for your organization

Case Study Envy causes infected leaders to make inappropriate comparisons between other organizations and their own. While case studies can be gold mines of valuable information, its critical that leaders consider that organizations often have different assets and public perceptions. Among the industry, they tend not to be drastically different – but they are different enough that it may not be reasonable for one organization to expect the exact same initiative outcomes as another.

It’s important for organizations to differentiate between models and examples. Both can be tremendously valuable – as long as we don’t mix them up. Many singularly successful organizations are terrible models because they have conditions that are not easily replicated (e.g. they have massive endowments, or a specific location in a specific city that supports their reputation, or they generally have a different funding model and business strategy). However, these organizations may still provide excellent examples for initiatives when elements of their success are identified and considered. Examples can aid in informing strategies and they often deal with the evolution of best practices or serve as case studies for engaging the market.

In sum, when at a conference, aim to evaluate the strategy driving the case study and if that may be helpful to your own organization. Attaching your organization to another organization’s specific tactics, however, can be tricky and may lead your organization to take on an initiative that simply was never strategically sound for you in the first place.

 

Many cultural organizations are doing remarkable things today. They are breaking boundaries, learning new lessons, and leading others! We need to keep these valuable lines of communication open and active. But just remember that there is often a lot of noise and it’s our responsibility to our organizations to think critically about anything that can help make our organizations more successful and impactful.

 

Like this post? Don’t forget to check out my Fast Fact videos on my YouTube channel. Here are a few related posts from Know Your Own Bone that you might also enjoy:

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

 

Posted on by Colleen Dilenschneider in Fast Facts Video, IMPACTS Data, Myth Busting, Sector Evolution, Trends 2 Comments

Point of Reference Sensitivity in Visitors: How It Affects Your Cultural Organization And What To Do About It

Data suggest that it’s good to to be the first organization that someone visits… but what if yours is the second?

If you’re the best art museum, for instance, then a visitor to art museums should be able to tell, right? Wrong. As it turns out, it’s a bit more complicated. This week’s Know Your Own Bone – Fast Facts video is about firsts… and seconds. And what to do if your organization is second.

You probably remember your first kiss – and your first car, your first love, and a whole host of other firsts. As human beings, we tend to ascribe a premium to firsts – and visits to cultural organizations are no different. Data suggest that first-time visitors to a type of cultural organization – such as a science center – rate their visitor satisfaction higher than those who have visited any other science center before – 18.1% higher, to be exact.

That’s a huge bump! It’s great news for the first cultural organization of its kind that a visitor experiences. Woohoo! We’ll take it! While this value varies slightly based on cultural organization type (history museum vs. aquarium vs. symphony), they tend to hover around this average.

However, the sad side of this coin is that, for no fault of their own, the second (and third, forth…) like-organization that an attendee visits is likely to suffer from significantly lower satisfaction levels than the first. This is a big deal for many obvious reasons, but one of which is the fact that overall satisfaction is a major contributor to overall value perceptions of organizations. Lower satisfaction levels lead to less word of mouth and thus less support and visitation. Yikes!

First time visitors also rate their experiences 14.8% higher in terms of value for cost of admission. That’s another huge bump that’s great for organizations able to benefit from that “first time” magic. 

We call this phenomenon Point of Reference Sensitivity

pors-image-impacts

We noticed this trend at IMPACTS and we gave it a name. Point of Reference Sensitivity suggests that the market’s expectations are being constantly reframed by recent experiences. Essentially, as a person gains familiarity with an experience, it becomes increasingly harder to impress them. While Point of Reference Sensitivity may make logical sense, it’s still a bit of a bummer for the second cultural organization that hosts that visitor.

What is the solution? Be more unique.

Differentiate yourself as an individual organization rather than priding yourself on being like all other such organizations. That may sound overwhelming, but the good news is that we live in a connected world where differentiation may be easier – and more expected – than ever before. It’s a call to organizations to undertake smart experiments and creative programs, and to incorporate avenues for personalization and shared experiences. It’s a call to action to know who your organization is and what it stands for as well as why it is uniquely important. Achieving that “first time” satisfaction bump with every visit means smart integration of trends and awareness of market perceptions. Unsurprisingly, perhaps, it all comes back to doing well what you do well – and letting folks know about it!

Those organizations that are most susceptible to Point of Reference Sensitivity are those that believe themselves to be mostly a type of attraction rather than a unique organization. The key to overcoming Point of reference sensitivity is to be yourself. That is how the market determines which organization is “best.”

 

Like this post? Don’t forget to check out my Fast Fact videos on my YouTube channel. Here are a few related posts from Know Your Own Bone that you might also enjoy:

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

Posted on by Colleen Dilenschneider in Community Engagement, Fast Facts Video, Financial Solvency, IMPACTS Data, Nonprofit Marketing, Sector Evolution 1 Comment

Millennial Data Round Up: What Your Cultural Organization Needs To Know

The great millennial round up 2016 - Know Your Own Bone

This is what you need to know in one, single post.

Millennials are a hot topic. While I consider “millennials” but one topic in the file of “pressing issues necessitating the evolution of visitor-serving organizations,” it turns out that there is a lot of information to point out and underscore.  No doubt, I’ll be adding to this list with future posts and there’s more where these came from, but these nine Know Your Own Bone Posts make up a helpful set list for engaging this new and important audience. I’ve been on a millennial-related post roll recently. Let’s keep it going for one more week.  Here is a compilation of nine data-informed take-aways for cultural centers aiming to reach millennial audiences.

Some of these posts are videos and some are data-informed articles. Each of these points links to a post with more in-depth information. But before we dive in, I must share this (though it is mentioned in several posts): “Millennial talk” is increasingly code for “everybody talk.” The trends that are most effective in engaging this generation are trends that are increasingly required for reaching other generations as well. So if you’re not completely sick of “millennial talk” and are able to take a step back, you may find yourself nodding and thinking, “Hey! This is increasingly true for ALL visitors to cultural organizations.” Because it is.

 

1) MILLENNIAL TALK is not about ignoring other generations

This is the best place to start. If you’re experiencing “millennial talk” overload, here are four important things to keep in mind. Remember: When we talk about the need to reach millennials, we are NOT talking about ignoring other generations. Instead, we are adding a new, important generation to our discussion list of existing important generations. In order to carry out effective “millennial talk,” we need to remove defensiveness and realize that we’re talking about the future of cultural organizations for all visitors and generations – not only millennials.

 

2) We have a big problem with engaging millennials (DATA)

Why Cultural Organizations Must Better Engage Millennials (Know Your Own Bone)

And we need to fix this in order to survive long-term. Data suggest that the issue is particularly pressing. Millennials currently represent the largest segment of visitors to cultural organizations. (Nope. Not Baby Boomers). However, millennials are also the only age demographic not visiting cultural organizations at representative rates. This means that millennials are both our most frequent current visitors AND the visitors that we need to do a better job attracting in order to survive and thrive. As sick as we all may be of talking about millennials (I am, too, and I’m a millennial!), these facts make effectively engaging this audience a VERY big deal. This is a reality that organizations ignore at their own risk and it is my experience that showing this data and underscoring  this situation helps explain why this generation is getting so much attention right now.

 

3) There are two (most important!) things to keep in mind for engaging millennials

 

Okay – so reaching millennials is important and other generations should not take this need to mean that their own generations are less important. So how can organizations best reach millennials? There are a lot of tips and tricks out there, but I’ve boiled it all down to two. Here are the two, most important mindset shifts for engaging millennials. They sound simple, but they are actually large-scale culture changes for many visitor-serving organizations to carry out. They require a shift in how we think. Again, however, making these shifts does not only help position organizations to better reach millennials. It positions organizations to better reach all visitors in today’s connected world. Really, these two shifts are necessary for engaging nearly everyone. 

 

4) Millennial audiences may be our best audiences (DATA)

Engaging millennials has a huge payoff! This post highlights three, data-informed reasons why it’s absolutely worth the energy to reach these folks. Namely, they are super-connected to many people and have terrific potential to share positive experiences and spread valuable word of mouth and third-party endorsements of your organization. They are also most likely to share those positive experiences with their circles! Moreover, millennials have the greatest intent to revisit a cultural organization among the three, primary generations today. It all adds up to an understanding that targeting millennials is a good thing for everybody – and this generation does a lot of important messaging for organizations!

 

5) Millennials spend the most on food and retail (DATA)

It’s a smaller point, but it’s also an added bonus: Millennials spend more than any other generation on food and retail at visitor-serving organizations. Check out the data. For those folks who are less “believing” of the incredible value of third party endorsements in securing visitation and the importance of millennial audiences on that front (discussed above), here’s a more cut-and-dry financial incentive. Are we all happy now? Yes? Excellent.

 

6) Attracting millennials is key to engaging people of different racial and ethnic backgrounds (DATA)

Attracting Diverse Visitors to Cultural Organizations- Know Your Own Bone

Organizations often aim to engage folks of different racial and ethnic backgrounds. In doing this, many organizations overlook information regarding how people of different racial and ethnic backgrounds actually view themselves. The United States population is growing increasingly diverse with folks that are different than the historic visitor to cultural organizations – and much of that change is driven by millennials. We are the most diverse generation in the workforce. But we don’t primarily identify ourselves as our ethnic backgrounds. We identify ourselves as being young. This data is critical because it means that an important key to engaging audiences of more diverse racial and ethnic backgrounds is – in fact – engaging millennials.

 

7) Millennials are changing membership programs (DATA)

Millennials are necessitating change. If your organization doesn’t have as many millennial members as it should, it may be because your organization is not yet offering the type of membership that millennials want! (In fact, many aren’t.) The data about what millennials want in a membership program is particularly cool (in my humble opinion) because it underscores a trend that we are seeing for members on the whole. Mission-based members are more valuable members than transaction-based members and, really, what many organizations consider to be one “membership program” may actually be two, separate programs. There’s important thought-fuel here.

 

8) Millennials are not naturally caring more about arts and culture as they age (DATA)

millennial cause durability

And now for some not-great news: We cannot sit around and wait for millennials to “grow into” caring about cultural organizations. It’s not happening. At IMPACTS, we call this “cause durability” and millennials have it. The thought that millennials will “age into” historic visitor profiles is not proving true. Simply because the historic visitor profile is an older, white person doesn’t mean that millennials will have the same values when they become older, white people themselves (…particularly because this generation is incredibly diverse so that’s not even a thing for almost half of our generation). “But,” you say, “this isn’t about ethnicity – it’s about growing wisdom and appreciating the finer things in life as one ages!” Okay. We can hope for that, but data isn’t supporting it and is it worth the risk to your organization’s future to simply sit around without effectively engaging these audiences?

 

9) It is time to add millennials to your board of directors

Millennials represent the largest generation in human history. Still, many boards of directors for cultural organizations do not include a single millennial. Here are five important reasons to add millennials to your board of directors. They aren’t rocket science. They may simply be inconvenient truths… but truths they are, nonetheless. It’s difficult to attract millennials without listening to them and getting their input where it counts: in the board room and in leadership meetings.

 

There’s more to come on Know Your Own Bone in regard to engaging millennials, to be sure – and there are more posts than these in my archives. That said, I’ve tried to select the hardest-hitting, what-you-need-to-know round up. We’ll take a break from millennials for a while and get back to other myth-busts and trends in the weeks ahead- but there’s a lot here and it’s important. I hope that these posts are useful to you and please remember to dive into the individual points to get the full information and dig into the data. We’re on our way to integrating new mindsets into our organizations!

 

Like this post? Don’t forget to check out my Fast Fact videos on my YouTube channel. Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

 

Posted on by Colleen Dilenschneider in Community Engagement, Fast Facts Video, Financial Solvency, IMPACTS Data, Millennials, Nonprofit Marketing, Sector Evolution, Trends Comments Off on Millennial Data Round Up: What Your Cultural Organization Needs To Know

Experiencing Millennial Discussion Overload? Here Are Four Things to Remember

Cultural organizations need to reach millennials and that means talking about it – but that talk doesn’t make other generations less important. 

Cultural organizations desperately need to get better at reaching millennials in order to thrive in the future – but in order to have these conversations, we need to clear up some craziness. The aim of this week’s fast facts video is to set the record straight: Talking about the need to reach millennials is responsible and necessary – and adding millennial engagement to important discussion sessions is in no way a dig on older generations because they are extremely important audiences! Talking about millennials does not mean ignoring other generations – and it never has. It seems that all of this millennial talk may be leaving other generations working within the industry feeling confused, frustrated, and maybe a little bit ignored. To feel this way may be based upon a misunderstanding.

Here are four things to remember when your feeling overwhelmed by millennial talk – or maybe even left out by the lack of similar discussion about your own generation.

 

1) MILLENNIAL TALK is code for EVERYBODY TALK

We discuss millennial mindsets so much because they represent a kind of evolution that affects everyone in today’s digital world. “Millennial talk” is often used a bit like an umbrella topic in the discussion about creating twenty-first century cultural organizations – so talk about transparency, social consciousness, personalization, and connectivity often get attributed to millennials. Really, though, these are growing expectations among all audiences.

Sometimes it seems as though organizations label market trends as “millennial talk” in order to somehow dilute conversations about necessary evolution. Calling large-scale trends that affect all generations (like digital connectivity) “millennial talk” may make them seem less looming and perhaps less urgent. But they aren’t. We millennials could easily look back at other generations and say, “Wait! You increasingly care about connectivity and impact, too! Why are organizations pinning all of their inconvenient calls to evolve on our generation alone?!” Part of getting over the “millennial talk” is realizing that it’s not “millennial talk” at all. It’s “market reality” talk.

 

2) Millennials are the only generation that cultural organizations are NOT reaching at representative rates

We talk about millennials so much because cultural organizations (museums, zoos, aquariums, theaters, symphonies, botanic gardens, etc.) need to reach them. Pause. Real talk: We really need to reach millennials. Millennials represent the largest generation in human history, and we’re also the only generation not visiting these organizations at representative rates. On top of that, millennials are also our most frequent generational visitors. This is a unique situation! Millennials are our most prevalent current audiences, but they are also the audiences we need to better engage. (In other words, they are visiting the most, but when we look at the US population, they should be coming much more.) This unique situation is one that must be addressed in order for organizations to thrive in the future. When we look at the size of this population and their make-up, preferences, and lack of representative engagement, it’s very clear to see that if we don’t start reaching millennials at representative rates, cultural organizations will have a very rough and unsustainable future.

 

3) Millennial engagement has nothing to do with ignoring other generations (We NEED them!)

Adding “millennial talk” to generational discussions sometimes seems to make other generations defensive.  The discussion about the need to attract millennials has NOTHING to do with ignoring other generations. (Has it ever?) Baby boomers still make up a good portion of our audiences and they have noteworthy giving capabilities. Generation X engagement remains stable and consistent (and this generation, in particular, deserves a bit more love). When we talk about attracting millennials, we are NOT encouraging organizations to forget about everyone else. Organizations have been talking about and focusing on reaching Baby Boomers for fifty years and that conversation isn’t stopping. It shouldn’t! But adding another generation to the discussion at some point – especially a generation even larger than the Baby Boomers – seems reasonable and inevitable. Certainly, there has to be a way to talk about new generations without other generations feeling personally offended. We need all of our audience members! We need to add generations to the discussion. To replace discussions about other generations – and especially to ignore them – would be irresponsible.

 

4) Strategies for engaging millennials do not generally alienate other demographics

See point one. We at IMPACTS collect a lot of data, but we cannot find any that directly suggests that an organization having programs aimed at attracting millennials particularly alienates other generations on the whole. Again, trends that we are seeing in regard to millennials increasingly appeal to older generations as well. We simply aren’t seeing signs that a majority of Baby Boomers really hate transparency, personalization, social consciousness, or digital connection. It doesn’t mean that they necessarily prioritize or make decisions based upon them as much as millennials do. But, as it turns out, this whole “Internet thing” has affected all of us and has changed up what we expect from organizations.

 

When we in the industry underscore the need to reach millennials, we’re not digging on Baby Boomers or Generation X (or Traditionalists or Generation Z)! We need these visitors and supporters! But NOT discussing millennials – this new, large, underserved generation that holds the key to our future – would be irresponsible. In fact, ignoring millennials would be just as irresponsible as ignoring those generations that are already engaging with us.

 

Like this post? Don’t forget to check out my Fast Fact videos on my YouTube channel. Here are a few related posts from Know Your Own Bone that you might also enjoy:

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

Posted on by Colleen Dilenschneider in Fast Facts Video, Millennials, Myth Busting, Sector Evolution, Trends Comments Off on Experiencing Millennial Discussion Overload? Here Are Four Things to Remember

Three Data-Informed Reasons to Love Gen X Visitors to Cultural Organizations

Thank you, Gen X. Just… Thank you.

Let’s be honest: Generation X is squeezed in between two large, noisy, and rather needy generations – and we spend a lot of time talking about these millennial and baby boomer visitors to cultural organizations. But what about Generation X? 

That’s what this week’s Know Your Own Bone Fast Facts Video is all about!

Generation X visitation behaviors often get the short end of the stick when it comes to getting attention in staff meetings and board rooms within cultural organizations. It doesn’t help that Generation X is a comparatively small generation that is just over half the size of Generation Y – the largest living generation that now makes up the majority of the US labor force. When we discuss millennials and baby boomers, we’re simply talking about much larger generational cohorts than Generation Y. It’s not a good excuse to overlook this generation by any means, but it’s a reality. It’s an especially bad excuse when we take a moment to pause and consider the great qualities that this generation brings to the table in terms of visitation.

It’s time that we give this generation some of the love that it deserves! Generation X has three, particularly helpful characteristics for cultural organizations – and they deserve a big THANK YOU for bringing them to the table.

 

1) Generation X visits cultural organizations

Aside from the comparatively small size of this generation, another reason why organizations tend not to discuss Generation X nearly as much is precisely why we should be thanking them: Generation Y is a comparatively drama-free generation when it comes to visiting cultural organizations. We millennials aren’t attending organizations at representative rates even though we make up a majority of visitation and Baby Boomers are also a rather large and difficult bunch when it comes to cultural engagement. Generation X, though, is visiting cultural organizations without a fuss!

The chart below considers the percentage of the US adult population (informed by the US census) made up by Millennials, Generation X, Baby Boomers, and Traditionalists in green. Alongside that bar, it shows the percentages of these generations visiting cultural organizations in orange, informed by the National Awareness, Attitudes, and Usage Study. Generation X visits cultural organizations at the most over-representative rates among the three generations. It should be noted that Traditionalists also visit cultural organizations at noteworthy rates. Among the largest three generations, however, Generation X shows that drama-free is the way to be.

­

IMPACTS representative visitation by age demographic

While this generation’s awesomeness in the “representative visitation” department may be a reason why tend not to fret about them, it’s also a darn good reason to give them a shout-out. Thank you, members of Generation X, for visiting cultural organizations – fuss-free.

 

2) Generation X is decisive when it comes to online advertising for cultural organizations

The comparative decisiveness of Generation X means that this generation gives organizations the most bang for their online advertising buck. This saves cultural organizations money, and we like that. We like that very much.

The chart below comes from IMPACTS Research. It indicates the average number of ads delivered to online users from the retargeting campaigns of six cultural organizations before the user clicked on the advertisement. Generally speaking, the more frequently an organization has to deliver an ad, the more expensive things get. If you work in online advertising then you know that these numbers add up!

IMPACTS Frequency of impression before click on cultural online ad

Compared to millennials, targeted members of Generation X require nearly 42% fewer impressions in order to click on an ad. Our nonprofit budgets thank you, Generation X, for not dilly-dallying around.

 

3) Generation X is most likely to purchase or renew a membership to a cultural organization

Could Generation X visitors to cultural organizations get any better? You bet. Members of Generation X are more likely to purchase or renew memberships to cultural organizations than millennials and baby boomers – and traditionalists, too. In fact, members of Generation X are 11% more likely to purchase or renew a membership than are millennials, and they are 26% more likely to purchase or renew a membership than baby boomers. Those are noteworthy numbers!

IMPACTS Intent to purchase or renew membership by age demographic

As a heads-up to regular KYOB readers, it’s worth noting that “intent to purchase” is a different metric than “strongly considering membership.” When it comes to unrealized potential to secure a greater number of memberships, millennials take the lead (perhaps making us appreciate Generation X all the more in this respect)!  Data suggest that interest remains unrealized to its optimal potential largely because the types of membership programs that millennials want from cultural organizations largely don’t exist/aren’t particularly mainstream in the industry yet. That said, with index values over 100, millennials are currently noteworthy members to cultural organizations as well. This Generation X number is critical because the number IS so high, comparatively. The take-away isn’t that membership structures don’t need to evolve like everything else, but rather than Generation X is a terrific audience that is undervalued, perhaps, in their intent to purchase or renew the types of memberships that organizations generally offer.

 

Millennials and baby boomers are demanding a lot of industry discussion right now and perhaps that’s why we’re not discussing Generation X as much: They are stable and reliable audiences. It’s time that we take a moment and thank Generation X for being awesome.

Thank you, Generation X, for being awesome.

 

Like this post? Don’t forget to check out my Fast Fact videos on my YouTube channel. Here are a few related posts from Know Your Own Bone that you might also enjoy:

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

Posted on by Colleen Dilenschneider in Community Engagement, Fast Facts Video, IMPACTS Data, Millennials, Myth Busting, Nonprofit Marketing, Trends 5 Comments

The Two Most Important Mindset Shifts For Engaging Millennials

These two, simple mental shifts are the foundation for engaging millennials (…and everyone else, too).

This week’s Know Your Own Bone fast facts video is the result of a simple question that I was asked during a workshop with a client organization: “Overall, what are the most important “big-picture” things to keep in mind in regard to engaging millennials?”

Darn. Good question! There’s so much information going around about how to engage millennials within cultural organizations right now – and for a dang good reason. Millennials are both the most underserved age demographic visiting (or rather, not visiting) museums – and millennials ALSO manage to be our most frequent visitors. (Here’s the data.) It’s a unique and urgent situation and it’s one that all visitor-serving organizations need to be aware of right now. Our behavioral attributes also make us very smart audiences to engage and the things that we want from organizations are a wee bit different than what other generations are looking for. In a nutshell, there’s a lot of critical information to know. But at the end of the day, what information is most critical?

Successfully engaging millennials is about strategy – not tactics. No, the answer is not simply, “use social media” or “serve cocktails after hours.” Those tactics are meaningless without understanding guiding strategy. If those things worked on their own, we wouldn’t have the huge “millennial problem” that we have. And remember folks, Pokemon Go is a fad – not a trend.

If you’re getting overwhelmed, here are two, big picture takeaways that will improve your organization’s ability to effectively reach millennials. There are a lot of great things to know from here, but these two take-aways encompass most of the others. Keep these two mental updates in mind:

 

Text - talk with audiences - Know Your Own Bone

Cultivating a deep-rooted mentality of talking WITH audiences instead of AT audiences can make a world of difference. Millennials – and increasingly, everyone else – are an extremely connected bunch and the web has changed how people interact with organizations. Today, institutions have real-time feedback mechanisms and they can listen and directly speak with their members and potential visitors. This shift means approaching everything – exhibits, communications, and programs, for instance- as conversations, not as announcements.

It may sound like a subtle difference or maybe even a matter of wording, but it’s actually a big cultural shift for organizations. After all, in the past, talking AT audiences – through TV or radio spots or even exhibits, for instance – was our primary means of reaching audiences. The channels that millennials and everyone else are using talk WITH audiences. Unfortunately, just because some leaders may have more experience with “talk at” channels doesn’t make them more relevant to our audiences. Third party endorsements drive your organization’s reputation – and organizations can speak WITH these endorsers on our newer communication channels.

This quick tip umbrellas the important personalization trends that we are seeing with the market. And this tip does not only apply to marketing! Programs, exhibits, and performances benefit by adopting this mindset as well. This doesn’t mean that everything needs to be unnecessarily interactive, but it does mean that we need to consider that while our organization may be able to declare importance, it is the market that determines relevance. It’s not a matter of “dumbing” anything down, but of finally acknowledging that people matter to our organizations and our missions. And not only uppity cultural gatekeeper people! The totally curious and awesome and not-necessarily PhDed people that we are trying to serve and “spark” in order to fulfill our missions (and remain financially solvent) matter, too! (Matter more? I’ll let you decide for your own organization…)

 

Text - Ask so what - Know Your Own Bone

We live in a world with a lot of noise. So before creating something new, rolling out a new initiative, or even posting to social media, it helps to ask, “So what?” or “Why does this matter to other people?” Helpful hint: the answer probably has something to do with your organization’s mission.

Millennials – and again, increasingly everyone else – are socially conscious consumers. To these folks, your organization’s mission matters. Approaching exhibits, programs, and messaging while asking ourselves “So what?” can help us create connections that are meaningful and impactful. Making this thought process a part of our organization’s culture can help cut through the noise. The things that we post, share, create, display, and perform cannot just have meaning to us – they need to have meaning for our audiences in order to inspire action.

Asking, “so what?” forces your organization to think strategically – and it’s when organization’s don’t first answer this question that they end up with “one-off” tactics for reaching millennials like a social media competition. Incorporating fads can be a smart idea- but it’s a matter of tactics. Long term engagement of this new and huge audience is a matter of strategy – and that runs deeper than using emojis in a new exhibit (for instance). Incorporating these tactics is only valuable insofar as they are relevant to audiences and spark a connection that is aligned with your mission (to educate, to inspire, to get them coming back, etc.)

 

Millennials are a critical audience for cultural organizations to engage and there is a LOT of work to do. I say this despite the very desperate want by some to believe that Pokemon Go will stay this popular until the end of time and that the last survivors on earth will be cockroaches and Pokemon Go. (Millennial cockroaches playing Pokemon Go and visiting museums? That seems to be the hope.) Certainly, there are lessons to be learned and built from fads but my point is this one: We need to reach millennials and things are sounding complicated. At the end of the day, remembering that we need to keep our audiences in mind and we need to consider how we connect with them is most important. In today’s world, organizations will benefit by incorporating a culture of talking WITH audiences and asking themselves, “How is this meaningful to these audiences?”

Sounds simple, right? That’s because “reaching millennials” is often used as industry code for “adapting to the new realities of our connected world.” Doing THAT is what engages this huge audience – and everyone else. Let’s hop to it.

 

Like this post? Don’t forget to check out my Fast Fact videos on my YouTube channel. Here are a few related posts from Know Your Own Bone that you might also enjoy:

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

Posted on by Colleen Dilenschneider in Community Engagement, Fast Facts Video, Millennials, Nonprofit Marketing, Sector Evolution, Trends 2 Comments

One Year of Fast Facts: Here Are Your Favorite Videos for Cultural Executives

The amazing Guy Bauer Productions team surprised me with this little video because I am a ridiculous human. I could not ask for better partners in making these videos!

Loyal KYOB readers will remember that last year, posts were published every other Wednesday as opposed to every week. But the tribe of KYOB readers was steadily growing – and I was getting more and more messages, emails, and opportunities to aid organizations with nonproprietary data and associated analysis. Something needed to change. I needed to post more frequently, of course, but my inability to make it to many conferences (dang, day job!) left me wishing for a better way to make the data shareable and accessible to cultural executives. Enter: Incredible support from the IMPACTS team and the amazing talent of Guy Bauer Productions.

The very first Know Your Own Bone Fast Facts video was posted one year ago (Admission Pricing is a Science – Not an Art), and my YouTube channel was born as a means to embed videos on this website. So far, I’ve posted 27 videos and I’ve received feedback that they’ve been shared in conferences, all-staff meetings, and board rooms. What a rush! I hope that these videos have been helpful to you in sharing fast facts with friends and colleagues and I hope that they – like other KYOB posts – have ignited passionate conversation within your institutions. (What other kind could I hope for?!)


KYOB fast facts image Some fun facts:
I’m wearing TOMS in all of the videos. (Comfort first, amiright?) Nika Vaughn Makeup Artists (earlier videos) and Makeup By Jaycie (more recent videos – and the lovely lady in the photos above) make me appear as if I kind of have my act together in the looks department (it’s a ruse). The Guy Bauer Productions team not only produces incredible videos with engaging graphics, but they are amazing partners. Shoot days are delightful celebrations of Potbelly sandwiches, donuts, drinking my weight in water, laughing with the team, “one more run-throughs,” and trying not to mispronounce “organizations” for the millionth time.

To celebrate a full year of KYOB Fast Fact videos, I would like to share your most shared and viewed of the bunch. These are the most shared and viewed on Know Your Own Bone, as a very vast majority of viewership takes place here on KYOB as opposed to YouTube.

 

Let us kick off this countdown!

 

10) Local Audiences Have Skewed Perceptions of Cultural Organizations (DATA) 

Regardless of region or cultural organization type, local audiences are the hardest to please.

 

9) How Much Money Should Your Cultural Organization Invest in Getting People in the Door? (DATA) 

Here’s how much money museums and cultural organizations should be spending to get people in the door – according to data.

 

8) Data Reveals the Best Thing About a Visit to a Cultural Organization (DATA)

Hint: It’s not seeing exhibits or performances. (That is a distant second.)

 

7) The Five Best Reasons to Add Millennials to Your Nonprofit Board of Directors 

Don’t have any millennials on your nonprofit board yet? Your future might be tough.

 

6) Know Yourself: The Often Forgotten Key to a Successful Social Media Strategy

Don’t even think about creating a social media strategy without having your brand vetted by leadership first.

 

5) Which Is More Important For Cultural Organizations: Being Educational or Being Entertaining? (DATA)

From a visitor’s perspective, which is more important for cultural organizations: Being entertaining or being educational? Here’s what the data says.

 

4) Nonprofit Recognition: What Matters More To Visitors Than Your Tax Status (DATA)

Do visitors know that museums  and other cultural organizations are nonprofits? Data says: Nope. Here’s what really matters to audiences about your organization.

 

3) Why Discounting Hurts Your Cultural Organization And What To Do Instead (DATA)

Discounts don’t do what organizations think that they do…

 

2) Five Data-Informed Fast Facts About Visitors To Cultural Organizations (DATA)

Visitors to cultural organizations often have certain telltale behaviors.  Just for fun, here are five of them.

 

1) The Membership Benefits That Millennials Want From Cultural Organizations (DATA)

Don’t have many millennial members? Maybe you aren’t offering a membership program that millennials actually want.

 

Thank you to all of my great KYOB readers for your support and for sharing these videos! I plan to continue making these videos for as long as they are helpful to all of you. As usual, I welcome all and any feedback! Please leave any feedback or requests in the comments! Cheers to another year of sub-three-minute (most of the time) fast fact videos!

 

Like this post? Don’t forget to check out my Fast Fact videos on my YouTube channel. Here are a few more Know Your Own Bone Fast Fact posts that didn’t make the top-ten cut, but are among my favorites:

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

Posted on by Colleen Dilenschneider in Community Engagement, Fast Facts Video, Nonprofit Marketing 2 Comments

The Power of Social Media vs. Your Organization’s Website (DATA)

Think that your website is your organization’s most important online communications asset? Think again.

This week’s Know Your Own Bone Fast Facts video busts a myth that seems to be slow to shake for some leaders. As it turns out, your organization’s own website is NOT your organization’s most important online communications asset.

Organizations tend to understand that websites are important – because they are. Social media, though? Many are still struggling with the role that these platforms play and how potential visitors are using them. Data suggest that social media is both a more important source of information AND a more effective landing environment than an organizations own website.

 Let’s take a look at some data, shall we?

 

1) Social media is the primary information source for visitors

Take a look at the following data from the National Awareness, Attitudes, and Usage Study of over 98,000 adults. It shows where high-propensity visitors gather information about cultural organizations. As you can see, social media is the most used source of information… by a long shot. We separated mobile web and web and those are the second and third most important sources of information for audiences. This includes not only your website, but information gathered from any online source that is not a social media channel or peer review site like Yelp or TripAdvisor. The difference between “mobile web” and “web” is simply that mobile web platforms are accessed on a mobile device. For organizations that still don’t have mobile-friendly websites, this is a bit of a wake-up call to prioritize this. For clarification, the numbers are in index value (not number of responses, as the sample size is contemplative of those who profile as high-propensity visitors among the 98,000 people in the study). In other words, “web” and “mobile web” are essentially in the same pool because they encompass “the web,” we simply cut them out to see if the medium/channel played a role. (It does – mobile web plays a bigger role in the “web” overall value.) When we combine mobile web and web, the index value is between the two values (i.e. 471-503) – not additive.

Word of mouth (recommendations on the phone or over dinner, conferences, etc.) is the fourth most used source of information, followed by peer review sites (again, that’s Yelp and TripAdvisor).

IMPACTS - sources of information for HPVs

 

Communication channels that talk WITH audiences significantly outperform those that talk AT audiences. With index values over 100 for all “talk WITH” channels and below 100 for all “talk AT” channels, the divide is amazingly clear. We’ll discuss this more in a KYOB post going up on August 17th, but this evolution is not worth glossing over. It is critical for organizations to understand as the new reality of the world in which we live. The fact that many seasoned leaders know more about traditional, talk AT channels does not make them effective compared to our newer and primary methods of communication. This does not mean that traditional channels are unimportant. Rather, it underscores the new realities of our connected world.

While social media is the primary source of information for the composite market, this data is specifically cut for high-propensity visitors – or, people have the demographic, psychographic, and behavioral attributes that indicate an increased likelihood of visiting a cultural organization (museum, aquarium, historic site, zoo, symphony, theater, etc.). The lean toward social media isn’t just for younger likely visitors. Data suggest that all-aged likely visitors profile as being “supper-connected” to the web.

 

2) Social media is the most effective online landing environment to inspire action

The chart above indicates the distribution of more than 65 million referrals from the online advertising campaigns of six cultural organizations in 2015. It is organized by the category of landing environment where folks were most likely to be engaged by the organization – or, to become a member, donor, or visitor.

 

IMPACTS - VSO online referrals

These landing technologies were not subjectively determined. Instead, we used algorithms to match users with the content that would best foster engagement with the organization based on their behaviors. As you can see, users were routed to an organization’s social media platforms 39% more frequently than they were routed to an organization’s own website. Nearly half of the referrals were routed through social media or peer review sites. Social media channels allow folks to see your organization in action: what it stands for, what it posts everyday, how it interacts with and values its communities.

This finding reaffirms the value of third-party endorsements: What others say about you is more important than what you say about yourself. In fact, what other’s say about you is 12.85 times more important than things that you say about yourself. In sum, data indicate that social media channels are the most effective sites to land potential visitors in order to motivate action.

 

Of course, organizations certainly benefit by having their own websites, but social media is our audiences’ primary source of information and key online influencer. Many organizations may be accustomed to having web designers in the decision-making room and those folks – especially when they deal with engagement strategy, which these folks today should all be doing  – are important. But many leaders still seem to be confused about the importance of social media community managers. They shouldn’t be. These folks are more than just “those people who do social media.” Data suggest that they are an organization’s most important connectors.

Social media motivates visitation, inspires donations, and secures new members. It is a channel that champions connection in our connected world. Websites are important. Social media and social media community managers are absolutely critical as well. We need them both, but most of all – we need to stop treating social media as a communication add-on. It is the most important avenue for connection.

 

Like this post? Don’t forget to check out my Fast Fact videos on my YouTube channel. Here are a few related posts from Know Your Own Bone that you might also enjoy:

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

Posted on by Colleen Dilenschneider in Community Engagement, Digital Connectivity, Fast Facts Video, Financial Solvency, IMPACTS Data, Myth Busting, Nonprofit Marketing, Sector Evolution, Trends 4 Comments