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Community Engagement

Social Media and Museum Fundraising: 3 Easy Ways to Jump-Start a Relationship

The Fundraising Process

*This post is directed toward museum professionals, but these simple fundraising to-dos translate to nearly all nonprofits.

In March, I spoke about how zoos and aquariums can engage audiences using social media at the Association of Zoos and Aquariums Mid-Year Meeting. Before the session started, I asked folks to raise their hands according to which department they served in their institution. No less than 30 of the 40 people in the room worked in marketing and PR departments. About eight or nine people worked in education, conservation, or husbandry (which is important; online engagement is an effective tool for education)

…and only one person was part of a development department.

Social media does not belong to the marketing department. In fact, the museums that use it best focus on engagement and education. Social media and online engagement are incredible new tools in our ‘museum professional’ toolboxes… Social media informs. It educates. It creates connections….So why aren’t fundraisers getting with these new tools like the marketers?

Creating an effective social media presence requires collaboration with multiple museum departments. Utilizing social media within the development department is just plain smart. I don’t just mean utilizing social media to help meet a museum’s bottom line through mobile giving campaigns (like this one) or publicizing membership events–though it can be used very effectively for these purposes. If marketing, education, and development can work together to track social media interaction and engage audiences, then it can benefit all three divisions.

Here are three easy, low-resource ways that social media can help development departments build connections and keep a pulse on donor engagement:

 

1) Note interactions with donors on Facebook and Twitter to monitor buy-in.

An advantage that the development division has? They know who the donors are. Engagement of these folks is particularly important and may lead to further giving. Figure out which of your donors ‘like’ you on Facebook and make it a habit to skim your organization’s Facebook page at the end of each day (or week, even) to see if a donor engaged on the site. This information helps you keep a pulse on your donors. For instance, you may just have a better chances making a formal ask to someone who you know is seeing and interacting with your content. That person is actively keeping tabs on the institution and engaged on a day-to-day basis (and you know it).

 

2) Make a private Twitter list of small and large-scale donors- and make a point to interact with them. 

Retweet them, @ reply them. Whatever you do, don’t ignore them. Because Twitter is a site for active engagement and open information-share, there’s potential to summon excitement and connection through this platform. It’s a bit more difficult to create direct conversation on Facebook. Quick Google searches can often indicate whether or not a specific donor has a twitter account.  It’s easy to quickly search and compile a list of donor’s Twitter accounts to pass along to the marketing department (or whomever is managing social media). Give them the list and ask them to keep tabs on these folks using Twitter’s private lists. This way, followers cannot see your donors, but the person running social media has a quick and easy way to remember who to keep an eye on and engage.

 

3) Take note of donor’s interests through social media to hone your story and find your connection.

Social media profiles and activities can provide a lot of personal information about donors. Marketeers use this information to help trace their demographic, but fundraisers should be using social media to fill in gaps about donors’ interests so that they can be more efficiently ‘courted’ at events and on-site. Checking up on social media activities doesn’t just help by uncovering that, say, a donor is running a half marathon next week (which may or may not be useful to you). By utilizing your museum’s social media channels, fundraisers can learn a lot about what it is about the institution that engages the donor. If someone tends to ‘like’ statuses about specific events or artists, that gives you a peek into their interests– And even better than that; it gives you a peek into your shared interests.

 

Some fundraisers make it personal by being the face of their cultural center’s fundraising efforts for certain donors. When using social media, transparency is critical and this method banks on that fact, in a way.

Generation Y has incredible giving potential, if you can tap into it– and they are on social media. In fact, many of us were raised with virtual connections and it’s an easy way for us to communicate. Fundraisers who can figure out how to use this medium by keeping tabs on and engaging with donors virtually may have a big advantage in the long run.

*Photo credits to Tushneem’s Ramble

Posted on by Colleen Dilenschneider in Community Engagement, Digital Connectivity, Fundraising, Nonprofit Marketing, Trends 1 Comment

6 Big, Societal Changes That Have Already Happened. Has Your Museum Adjusted?

“One day, going on Facebook will be synonymous with going on the Internet.”

“In the future, there will be far fewer middle managers.”

“I wouldn’t be surprised if, someday soon, every brand on the market will be tied to a nonprofit or a social cause.”

I don’t think these are futurist claims. It seems to be that what we think of as likely happening in the near future is actually happening right now. Often, it has already happened.

It’s possible that going on the Internet will be synonymous with going on Facebook, but in many ways, that’s the case right now. There are already fewer middle managers in the workplace than there have been in recent years, and corporate social responsibility has been called a new, necessary value for corporate survival.   There are a lot of seemingly confident predictions that we make everyday in nonprofit organizations.  Usually, these casual comments aren’t just predictions that we share conversationally with coworkers, but important perceptions and clues to strategic organizational evolution. Casual comments about the future are key to organizational periphery because adapting to ‘the future’ as if it were right now is likely to keep cultural nonprofits relevant and better able to adapt to change.

 

Here are six societal changes that have already started happening in a big way:

1. Nonprofit, for-profit, or individual: only the kind survive. Evolutionary biologists (from Science Daily and other places, too) predict that kindness may trump fitness in the next leg of human evolution. We’re seeing clues of this already. Much of the youngest generation entering the workforce is looking to be hired by nonprofits and public sector entities (though that doesn’t mean they don’t hope to change a few things). More than ever before, folks want to be doing meaningful work. When unemployment went up even early in the recession, so did volunteer rates. When people lost jobs and were unable to volunteer money, they volunteered their time to helping others instead. We are becoming nicer, and we are placing increased value on organizations that are nice. In 2009, Time Magazine called the change in societal and consumer behavior a Responsibility Revolution. According to Towers Watson, being socially responsible is no longer an option for private companies. It’s required for organizational survival. In sum, we’re all high on feel-good oxytocin and we feel it and spread it when we’re nice.

At-a-Glance Updates:

  • Champion your mission- Work your cause!
  • Help yourself while helping others- Team up with other nonprofits and social causes.
  • Make it easy for people to show publicly that they support you- You look good and so do your passionate supporters.

 

2. Online  and virtual communication has changed how we operate. Speaking of oxytocin, we also release it when we use social media and it contributes to feelings of trust and security. Perhaps this is why virtual relationships feel “real”… because, according to our brains, they really are real.  There are 600 billion people on Facebook, and all that friending, sharing, and liking has already had effects on what we value. Namely, transparency has been a transformational force in the global economy. Because everything is online and in the open, we want nothing to be hidden. Combining the movement toward positive public good described above and transparency born from the Web has yielded radical transparency. Now we need see-through CEOs.  Information share, information access, creating connections, building relationships, learning new skills… It’s all already moved online.

At-a-Glance Updates:

  • Update your public relations plan. Value-alignment is more important than making sure everyone says the same exact words during a PR crises.
  • Be real. Be sincere, identify yourself and your relationship to the organization, and speak conversationally.
  • Don’t be defensive. People will wonder what you are hiding.

 

3. Content is king. And his reign is  stronger than ever before. Speaking of wanting everything to be in the open, Information rules. In fact, every two days we create as much information as we did from the dawn of man until 2003. This is in large part thanks to the web, but don’t be quick to think that’s we’re robots spouting crazy facts like those people in the Bing commercials. Studies have found that people who really need information seek it from other people– especially people they already know. (Re) enter: Facebook. It’s not just a platform for personal connections, but for sharing ideas, gathering information, and a mecca for word-of-mouth marketing. This means that social media is great news for organizations. It builds connections while building on a museum’s mission to educate by sharing information- and making it easy for other people to share that information, too.

At-a-Glance Updates:

  • Know your stuff- If you have information to share (more than something to sell), then you have value.
  • Share your stuff- Make your organization accessible and share your information.
  • Become a hub- You don’t need to know all of the answers. If you’re unsure of one, point your fan or follower to someone who would know the answer. They’ll remember.

 

4. Employees of an organization work with one another, not for one another. The idea behind flat organizations is that removing intervening middle-managers empowers employees, allowing them to play an active role in the decision-making process, creating organizational buy-in, improving morale, and therefore strengthening the entire organization. Flat organizations move more quickly than hierarchical organizations and have several other structural benefits. These organizations are gaining attention. This is how modern businesses run themselves now: with an eye toward employee empowerment. This is in large part due to the web and the growth of information-share. This type of organizational structure should be of particular interest to nonprofits, as it allows organizations to move quickly. A side, fun fact? The science of teams is now actually a science.

At-a-Glance Updates:

  • Remove the walls and encourage conversation- Put the museum director in meetings with the coordinators.

 

5. If you’re a softie, now’s your moment. There may be no crying in baseball, but we’re moving closer to crying in business. Well, at least business is becoming more subjective, emotional, and related to non-measurable aspects of conscientiousness. Given all of the shifts mentioned above, this isn’t much of a shock. Now even MBA programs want folks who are more creative team-players than the old-fashioned my-way-or-the-highway guys. All this sound feminine? It kind of is. Does that mean the pay gap will catch up and the nonprofiteers (often masters of soft skills) will be making all the dough in the future thanks to their in-demand leadership skills? I sure hope so, but I guess we have to wait and see…

At-a-Glance Updates:

  • Hire soft-skilled employees– Look for people who are resourceful, collaborative, and display a positive attitude.
  • Celebrate your employees and coworkers- Because chances are, they already display the soft skills that are leading your cultural organization.

 

6. Generation Y is taking the reigns. And there are a few general qualities that make up members of this generation: entrepreneurial, tech-savvy, over-confident, casual, team-oriented, and we value time over money. There’s value in getting this demographic on board and connecting with your charity. The key to that is in supporting them.  I think blogger Sam Davidson says it best: “More Millennials would rather buycott than boycott, and we’d rather volunteer than vote… Gen Y has the potential to change the world, just not in the way you think.” Aside from the fact that they operate in ways that mirror big societal changes taking place and they can keep you current, here are a few more reasons to hire and engage Millennials.

At-a-Glance Updates:

  • Hire young folks as managers– or staying relevant may be a bit harder…
  • Understand there are things to learn– They operate differently sometimes.
  • Know that the way everything operates is changing– And will change even more with Generation Z.
Posted on by Colleen Dilenschneider in Community Engagement, Millennials, Nonprofit Marketing, Sector Evolution, Trends 2 Comments

Nonprofit Management: 3 Ways That Social Media Builds High-Impact Museums

The Exploratorium is one of the twleve organizations identified by Crutchfield and Grant that displays all six practices of high-impact nonprofits.

Nonprofits risk missing out on several opportunities when they entertain the mindset that social media belongs to the marketing department. This is especially true for museums. For one,  audience-inspiring stories often stem from inside operations, such as conservation, horticulture, and life sciences departments, not to mention anecdotes and lessons from  floor staff, interpreters, docents and ongoing programs. The opportunity that social technology affords museums in spreading their mission of educating visitors cannot be ignored. Social technology helps educational initiatives transcend museum walls, and even the most common social media sites offer opportunities to engage different types of learners.

But the issue extends beyond the notion that social media helps nonprofits and museums better fulfill their missions. Social technology can (and soon enough, in everyday life, will be) used to make nonprofits stronger organizations overall. In preparation for their 2007 book, Forces for Good, Leslie R. Crutchfield and Heather McLeod Grant examined twelve of the nation’s most impactful and successful nonprofit organizations. They pieced their findings together and outlined six practices of high-impact nonprofits: inspire evangelists, nurture nonprofit networks, share leadership, advocate and serve, make markets work, and master the art of adaptation.   Today, social technology plays a leading role in helping organizations to meet more than half of the critical six practices of high-impact nonprofits. And chances are, social media will continue to evolve so that we can even better utilize social media to take on these critical functions.

1. Inspiring Evangelists. Successful organizations turn outsiders into insiders in order to help spread a message. Evangelists often have a personal connection to an organization’s cause and they cultivate their own networks to support the cause. This effort helps build the organization’s overall community. Successful organizations open the door to outsiders and seek to communicate with them and creating meaningful experiences. Because being social is at the heart of social media, sites help to efficiently create conversation and cultivate evangelists. In the world of social media, we call these evangelist outsiders free agents. It’s no wonder we’ve developed have our own term for online evangelists in the last four years;  the Internet makes it easier than ever to connect with causes- and to connect with people who support your causes.

2. Nurturing Nonprofit Networks. According to Crutchfield and Grant’s research, successful charities recognize that strengthening their organization involves also strengthening the sector and sharing information. The notion that a good nonprofit tries to put itself out of business is at least conceptually true. A step forward in innovative educational outreach for one museum is a step forward for the power of informal learning for everyone.  Social media makes it easier to grow the pie and share knowledge. Several significant online resources are free to everyone. If one museum has developed a new exhibit that has been shown to have educational value, it’s easy for museum professionals to share the information. In fact, the blogosphere is great for information-share and overall sector-strengthening. Information sharing not only strengthens museums overall, but it helps to develop individual leadership. And we need strong and knowledgeable leadership for this evolving industry. As a related side, here are some of my favorite, basic resources for individual museum professional development.

3. Mastering the Art of Adaptation. Social media not only facilitates the development of this organizational skill (adaptation), but having good social media requires it. Forces for Good shares a cycle for adapting to change: listen, experiment and innovate, evaluate and learn, modify. This is the exact approach that is advocated (yes, for lean start-ups, but similarly) for developing social media strategies. In order to be effective on social media, folks representing museums and other nonprofit organizations must listen, try new things, and take note of how audiences respond to those initiatives. Moreover, mastering adaptation involves balancing bureaucracy and creativity. As museums embrace social media, they find themselves both hungry for online engagement but also apprehensive of it. Radical trust is an issue for museums. Taking on social media mimics the organizational process of adopting change, mostly because adapting to social media is a big change for many institutions. The cycle never ends. In order to be taking full advantage of social media, organizations must be constantly listening, testing, and fixing. They must be constantly adapting.

Nonprofits are moving forward in utilizing social to aid in the final three practices of high-impact nonprofits as well.

  • Advocating and serving. Crutchfield and Grant found that high-impact nonprofits both provide their own services and advocate for policy reform. It’s no surprise that social media is a good tool for building awareness and spreading a message. In fact, Planned Parenthood is a good example of an organization tapping into networks to support policy advocacy.
  • Sharing Leadership. “Great nonprofit leaders share power,” Crunchfield and Grant write. Social media can help share information in order to educate professionals and cultivate leaders. It prepares professionals for the sharing of leadership, and empowers them to create their own professional voice through their personal brands.
  • Making Markets Work. Social media can help nonprofit and for-profit partners connect to create collaborations that financially aid nonprofits and lend a reputation for promoting social good to for-profits. One way that museums leverage the market is by selling admission. In this case, social media really does work as a true marketing force, and online tools and mobile applications can help visitors purchase admission remotely.

Social media is a key resource for museums that want to develop nonprofit management techniques to help raise their organization above the rest. However, this will not be the case for long. Before we know it, those organizations that have not tapped into online networks to strengthen their museum will be far behind. Using social media to actively and consciously cultivate sustainability and long-term impact will be commonplace. At some point we may find that online engagement through social technology is not just a smart business move, but a matter of long-term nonprofit survival.

Posted on by Colleen Dilenschneider in Community Engagement, Digital Connectivity, Nonprofit Marketing, Trends 1 Comment

How Planned Parenthood Used Social Media to Create a Win-Win Situation for their Cause

Over the weekend alone, more than 357,000 people signed Planned Parenthood’s online open letter to Congress to oppose the recent vote from the House of Representatives to bar federal funding for the organization. Planned Parenthood utilized social media to help reposition themselves from a “losing” situation (facing cuts in federal funding) to more of a win-win situation (garnering public support and raising awareness and passion for their cause).

Nonprofits rock at using social media because it supports storytelling, inspires personal connections, and heightens the transparency required to attract donors. It does these things better, and at less of a cost, than a Superbowl ad (or most any ad, for that matter). But there’s an ongoing tension between social media and its ability to have a direct, positive monetary impact for organizations. Like so many actions in the world of nonprofits, it’s hard to monetize and determine the ROI of the effort in terms of dollars.

Planned Parenthood has created a win-win situation: If Planned Parenthood succeeds in overcoming the recent vote to bar federal funding for the organization, then they will have a monetary benefit that resulted from online engagement efforts (they kept funding that might otherwise be lost). But if hundreds of thousands of social media users signing an open letter causes no change in government action, Planned Parenthood still wins. They’ve managed to create a compelling call to action that got their cause into the newsfeed of millions of people in an urgent and compelling way that folks are likely to remember. These people are potential donors with a new reason to contribute. If Planned Parenthood inspires government funding or not, it was still a huge success to summon potential donors who may give money to the organization, should the cuts go through. If your nonprofit organization is going to lose federal funding (which is almost never a “win”), it probably doesn’t hurt to capture hundreds of thousands of hearts in the process.

For better or worse, this case illustrates some interesting ideas about how people relate to causes via social media. Here are some observations that may have led to the organization’s online success:

 

1. Planned Parenthood’s open letter made it easy to be an evangelist for a cause. Signing the letter takes less than a minute and the letter may have received a lot of attention for that very reason. It made caring about a cause easy and it let people think that they were doing something extremely significant. And they actually were, indeed, becoming evangelists for something significant. Public service and social causes are growing increasingly important to us as consumers (read: supporters and donors), which also may have aided in inspiring thousands to sign the letter. This is over-simplified, but here’s the point:  making the letter easy to sign made it easy for people to do something “good,” and because that’s cool and you are cool when you support social change, people want to share that they support it. Result? Lots and lots of easy evangelists.

 

2. The call to action wasn’t the most important one. It was the most urgent. The call to action isn’t for monetary support, though that would be more active and likely have a bigger impact than adding your name to a letter that may or may not be considered significant in the eyes of officials. Although I hope that it is, it’s not a stretch to see how this online letter might not be taken too seriously. Case in point? The Facebook group called “We Hate the New Facebook, so STOP CHANGING IT!!!” has 1.5 million fans. Not even Facebook cares to listen to the group and it’s on their own platform. Like the Planned Parenthood letter, there’s no threatening action here to make leaders think these people care all too much when it comes down to it. The letter and its support could easily be written off as something that may have more to do with exposure than passionate belief that funds formally allocated to Planned Parenthood shouldn’t go somewhere else.  Putting your name on an online letter is something, but it’s far from the most active thing that Planned Parenthood could ask their supporters to do. In fact, Planned Parenthood didn’t seem to ask for active donations at all in their I Stand with Planned Parenthood campaign. Was that the right move? Maybe. Maybe not.

 

3. Planned Parenthood has cultivated 400,000+ emotional investors just online. That’s a lot of potential passion and a lot of visibility. The above points are far from proving on any level that the social media push was not a great idea for the organization. In fact, though it likely wasn’t the primary goal, Planned Parenthood succeeded in creating a large-scale spread of the most valued kind of marketing: word of mouth. Facebook is interesting territory for marketers. It’s a great way to create conversation and spread your message. However, it is a relatively closed network compared to, say, Twitter- where statements can be searched and seen by anyone. To expand your fan-following on Facebook, you need to get other people to spread your message so that it comes up on the newsfeeds of the users’ networks. Planned Parenthood mastered this by sending a follow-up email to each person who signed up for the open letter with a prominent button asking you to make the message your Facebook status.  It was easy and it worked. It’s likely that all 400,000+ supporters knew about Planned Parenthood before coming across the letter, but now those supports have done three valuable things:

  1. learned more about the organization, assuming they read the letter they signed
  2. took action to support the cause (emotional investment)
  3. and many stated their support publicly (solidifying their emotional support and integrating it into their online identity).

 

4. What Planned Parenthood does next, counts. The organization has built incredible momentum and Planned Parenthood will likely have to do something to harness that momentum before it dwindles. If you’re a museum person, this is the same problem that the Museum of Science and Industry faced after they chose their Month at the Museum winner. How do you keep people engaged for the main event? In this case, how do you get these people to stick around to see if Planned Parenthood gets federal funding? More importantly, how can you utilize this momentum to get people to help support the organization financially if it doesn’t…. or even if it does? There’s a lot of potential here, and there’s a lot that nonprofit organizations can learn about the role of social media in advocacy through what happens next.

 

As a side for museum-focused folks out there (and others!), Planned Parenthood isn’t the only organization that risks losing funding. There are some scary anti-museum amendments being considered by Congress for FY 2011. While reading about Planned Parenthood, it’s hard not to wonder what the online museum community would do if a severe anti-museum amendment threatened the industry that we both care about fiercely, and that supplies jobs to fellow museum aficionados. Nonprofit organizations in general can learn a lot by watching and supporting Planned Parenthood’s efforts right now. Particularly with regard to the evolving tool of social media which will likely play a growing and important role in advocacy, enagement, and summoning public support to create and realize change.

Please weigh-in with comments about lessons you are taking away from the situation and interesting tidbits that may help shape how nonprofits can use social tools to cultivate political support.

Posted on by Colleen Dilenschneider in Community Engagement, Digital Connectivity, Nonprofit Marketing, Trends 2 Comments

The Key to Modern Day Marketing: Is Your Museum Utilizing Free Agents?

It’s no surprise that business practices, and especially marketing strategies, are evolving due to current changes in the way people operate and communicate. We didn’t have Facebook ten years ago- now organizations that are not cultivating online networks are doomed to fall behind in building brand loyalty and summoning the benefits of organizational transparency.

These changes, combined with the growing influence of Generation Y in the workplace, have created a new force to be recognized by your organization’s marketing and development departments: free agents.

Who and what are free agents? I’ll tap into The Networked Nonprofit for my favorite definition: Free agents are individuals working outside of organizations to organize, mobilize, raise funds, and communicate with constituents for a cause. They are generally comfortable with and adept at using social media. Bloggers are free agents, influential tweeters are free agents, and your tech-savvy and socially-connected nephew who believes in your organization is a free agent, too. They are social citizens dedicated to a cause. Though not all free agents are members of Generation Y, Millennials have grown up communicating and creating networks on the internet. They have a tribe to tap into when they want to spread an important message or highlight a cause. I’ve argued before that this is a good reason why museums and nonprofits should hire candidates with personal brands: they have a network. They can help you reach people.

Why your organization needs free agents. Free agents are connected individuals who care about your organization’s cause, and their network is likely to consist of similarly-minded people who are also likely to care about your cause. Free agents not only spread awareness of your organization, but they increase morale, and may even put together events or programs to benefit your organization. For instance, a free agent may have a party in which all proceeds go to a certain organization. Though they do not work for the museum or cultural nonprofit, free agents will champion your organizations message simply because they have a network and they believe in your cause.

  • A little example of a free agent in action. The American Association of Museums runs The Museum Assessment Program. It is a wildly affordable program for small and mid-size museums that helps strengthen operations, improve planning, and better serve communities through a process of self study and peer review. Applications are due by February 18, 2011. I do not work for AAM and nobody is paying me to let you all know about this seemingly-awesome resource (if you didn’t know about it already). I am writing about MAP because I support the program’s mission and I know that quite a few of you work for organizations that might benefit from MAP. I am playing the role of a light free agent for AAM because I, personally, think this program is really cool. But free agents can play more active roles as well. I might host a meet-up to discuss the benefits of MAP with museum professionals, or ask my blogger friends to spread the word, or run a marathon and raise funds for AAM to take another mid-sized museum into the program. It is not unusual for free agents to do these things.

How free agents work. Because free agents are internet-savvy folks who are independent of the organization, they are hard to control. In fact, an important part of utilizing free agents is understanding two key concepts:

  1. You cannot control free agents. It’s important to work with free agents, but treating free agents as if they work for you is a speedy way to lose a free agent. This is particularly bad news if the free agent you are working with has gone to great lengths to cultivate excitement around your museum or program. This also connects well to my second point.
  2. Free agents will come and go. Many free agents are members of Generation Y, and this generation is loyal to causes but feels skeptical about long-term loyalty to an organization. While free agents may come and go, remember to keep the door open in case they want to return to promote your organization.

Why free agents are good for your social media mentality. Certain thought leaders in the advertising field have argued that you don’t need a social media strategy (hint: It’s about values and people, not the tool). Working with free agents requires an openness and eagerness on the part of the institution. The fact that you cannot control or plan for free agents (aside from making yourself accessible) helps put museum professionals in a good place: focusing on community and values instead of trying to make rules about using social media. And “rules” have a way of fuzzing things up when it comes to brand transparency.

In sum, keep the door open for free agents. While nothing replaces face-to-face communication, it’s easy for professionals (especially members of older generations who are particularly unfamiliar with social media) to underestimate the value of online networks in helping an organization to reach marketing and fundraising goals. It may seem particularly strange to be encouraged to devote time and energy to cultivating young, sometimes still-unproven professionals. But try ignoring young professionals who are looking to support your organization, and you may find yourself slapping your forehead and (just for laughs) relating to this scene from Pretty Woman.

*Image based on photo from tremendousnews.com

Posted on by Colleen Dilenschneider in Community Engagement, Digital Connectivity, Nonprofit Marketing, Trends 2 Comments

OnlyUp: The Key to Change is in the Word “Social”

This morning, OnlyUp launched. It is an action-oriented, bimonthly journal about young adults in the nonprofit sector. The online journal seeks to engage the nonprofit sector in conversations related to social change leadership. The first issue features articles from bloggers and thought-leaders such as Allison Jones (one of four creators), Robert Egger, and Akhila Kolisetty and covers pressing topics in the sector. This post presents my first contribution to OnlyUp. You can view the article here.

 

If you’re a nonprofit professional, then you probably come across the word “social” at least five times today. Nonprofit blogs and literature are running wild with terms like “social change” and “social justice.” We’re giving the word the leading position in mash-ups with other buzzwords like “media,” “entrepreneurship,” and “capital.” Not to mention, we’re well aware of its match with “security” and “worker.” It even has connections to topics we cover in school like social studies and social psychology. But are all of these terms linked because they include the word “social”? Does social media, for instance, have anything to do with with social workers? I think it does.

It seems as though the words that we use with “social” are increasingly giving us not-so-subtle clues about key ways to bring about large-scale change in the upcoming decade. It’s as though we are providing our own cheat-sheet to bring about public good and possible solutions are coded within our own daily language.

The State of Now: an Era of Social. Our first clue that change-makers should pay attention to this word is apparent in the definition of the word “social” itself. “Social” means related to society or human relationships. It makes sense, then, that the word would come up frequently during this era of collaborative learning in which we are seeing an increase organic, horizontal workplace structures. Moreover, members of Generation Y (born roughly between 1975 and 2000) are thought to be one of the most social and collaborative generations of all time. These individuals are now making their way up the ladder and securing positions as nonprofit leaders. The generation is said to be team-oriented, and with the rise of instant communication technologies, they are easily and constantly connected to one another.

Barack Obama made a call to service in 2009 and, though often called the “Obama Generation,” Millennials weren’t the only ones who listened. Despite economic hardship, overall corporate giving increased in 2009. In recent years, we’ve seen an increase in corporate social responsibility and PricewaterCoopers claimed, after completing a recent report, that a social conscious is a core business value in today’s market. With things like the Pepsi Refresh Project, it’s clear that giving and supporting people is an increasingly important societal value. Science Daily even recently reported that we are evolving into a species built upon the notion of “survival of the kindest.”

What’s in a word? We are in an era in which people, collaboration, and caring for others really counts- and counts even more from one day to the next. Because “social” means related to people and society, it makes sense to look at the things we call “social” with an eye toward how they can help pursue social change. For instance, four seemingly unrelated “social” terms can inform nonprofit leaders of key ingredients for making a difference:

  • Social entrepreneurship: Change will take leaders. A social entrepreneur is a person who recognizes a social problem and summons their ambition and business acumen to create, organize, and sustain a social venture to solve that problem. It’s no question that large-scale change will require several hundred social entrepreneurs (if not thousands). It takes a critical, forward thinking leader to be a social entrepreneur. This is a type of mindset that the sector will likely need to cultivate and empower in order to bring about change.
  • Social media: Change will take collaboration. Social media is providing a basis for information-share and crowd sourcing that can help bring people together to solve complicated issues. This new way of communicating makes it easier to get in touch with people who share similar interests in promoting a cause.
  • Social capital: Change will take people, connections, and compassion. Social capital is the network, spirit, attitude, and personal connections created through social interaction. We “build” social capital by interacting with and relating to people. There’s a connection here to empathy because we are more moved by a cause when it affects someone that we care about. In order for change to happen, we all have to care. And in order for us all to care, we need to be connected.
  • Social psychology: Change will take an understanding of the people we serve, and the people we’re trying to motivate to contribute. Social Psychology aids us in understanding one another. If the goal of large-scale change is to help people, then we must understand these people’s needs and emotions in order to be effective. Moreover, we must understand those who similarly give and choose not to give to our cause. In the private sector, companies are always aware of their external economic climate. Nonprofit leaders must keep a finger on the pulse of the social climate as well.

Leaders navigating the nonprofit landscape looking for the buried treasure of social change need not feel discouraged. Our own language is providing us with possible keys to this treasure as society opens up to embrace a turn toward the social. As best practices grow even more powerful and efficient, nonprofit leaders will be armed with the connections, compassion, community, and communication tools to spread the word and support one another in achieving social change.

Posted on by Colleen Dilenschneider in Community Engagement, Nonprofit Marketing, Trends 1 Comment

How Museums Can Use Social Media to Engage Different Types of Learners

*Can’t see the chart because you are receiving this post via email? Check it out here.

Social Media and online engagement helps museums to reach more people more effectively by communicating content in ways that resonate with different types of learners. In this way, social media can be seen not only as a marketing tool, but a method of engagement for community building– and above all, a tool for learning.

Many have likely heard of the three most widely acknowledged types of learners: visual, auditory, and kinesthetic learners. In Dr. Bruce D. Friedman’s book, How to Teach Effectively, he identifies a fourth type of learner: the reader-writer. I have included it in the chart above because I believe that the onset of the increasing popularity of online tools has given this kind of learner a bit more spotlight in recent years. According to psychologists, most people identify strongly with one of the particular learning profiles mentioned above. Though it’s thought that folks have one main learning style, it’s more likely that an individual learns through a combination of these methods, with one or two standing out has the most prominent.

Museums are heaven for kinesthetic learners, but what about other kinds of learners? An interactive museum is an ideal informal learning environment for a kinesthetic learner who retains information and gains understanding through hands-on activities.  It would be crazy to think that museums aren’t, in many ways, heaven for certain kinds of visual and auditory learners as well. But social media and the unspoken call-to-action for involvement that comes with increased social connectivity allows folks to learn from the museum- even when they are no longer at the museum.

  • Visual Learners– These individuals learn best from pictures, videos, diagrams, and visualization. YouTube and Flickr serve as powerful ways to reach and engage these learners from home. Facebook is a secondary tool because it allows fans to be connected to a museum’s YouTube and Flickr accounts. In other words, it allows links to these sites to come from one aggregated place– assuming your museum posts statuses that connect to other social media accounts. Moreover, Facebook allows visual learners to observe a sort-of timeline of organizational happenings. This way of showing a museum’s news is helpful to a visual learner. Museums can reach this audience via social media by updating Flickr and YouTube accounts with content related to the museum or the area it covers.
  • Auditory Learners- These natural listeners would rather have something explained to them than to read it. Want to get their attention? A podcast should work. YouTube can also serve as a powerful platform for engaging auditory learners, and it’s a tool with twice the power when used with folks who are a part visual and part auditory learner. Museums can reach this audience via social media by creating a podcast or explaining inner-workings of the museum or topics of interest on YouTube.
  • Read/Write Learners- These learners like to see things in writing, and many often need to get their thoughts down on paper (or on a computer screen) in order to take reflection to the next level. It seems as though social media is ideal for these learners, as reading and writing are strongly connected to the Internet, and it the primary method of communicating via social networks. It makes sense that these learners would like social media sites like Facebook and Twitter which allow them to read-up on happenings while also providing the opportunity to contribute. I’d guess that most bloggers and blog commentors are read/write learners. Museums can reach this audience via social media by hosting active Facebook and Twitter accounts and maintaining a blog which allows for site visitor contributions.

In sum: while museums are beneficial for kinesthetic learners and other types of learners as well, social media provides an opportunity for museums to engage these learners in a new way. When responsibility for social media is shared among departments within a museum (or content is created in collaboration), the opportunities for spreading the museum’s mission increases. As a side thought, I wonder if for folks there is both a preferred way to learn in general and a preferred way to learn online. For instance, I think even kinesthetic learners have another preference for learning online. Learning from resources on the Internet is commonplace though we frequently have to be wary of our sources. There’s an opportunity for museums to help “own” a chunk of online learning– and social media may be just the key.

Like the photos of kinesthetic learning in action above? The first photo of the Arizona Science Center, the other is from a very cool article about the California Science Center.

Posted on by Colleen Dilenschneider in Community Engagement, Digital Connectivity, Nonprofit Marketing, Trends 3 Comments

3 Smart Reasons Why Nonprofits Should Hire Candidates with Personal Brands

Recently, there’s been talk among nonprofit millennials about how personal branding might negatively influence the potential for an individual to be hired…. even though personal branding will make you better at your job. The idea is that nonprofit HR folks may note the strength of a candidate’s personal brand and take it as an indicator that a candidate may be more concerned with their own brand than the organization’s brand. Overlooking a candidate with a strong personal brand because you’re worried that they will care more about themselves than the company is like throwing out the baby with the bath water.

Some of that worry is practical. Members of Generation Y (a large portion of those with personal brands) don’t feel the same level of personal connectivity to their jobs as Baby Boomers and Traditionalists that came before them. In fact, members of Generation Y aren’t as likely to consider their organization of employment to be as integral an aspect of their personal identity, and Gen Y has different workplace motivators. Is that a bad thing for organizations? Maybe. But the world keeps moving and we are entering a future that is ruled by information, ideas, and an entrepreneurial mindset. A big part of that is keeping a fresh perspective.

 

1. Personal branding is indicative of an Institutional Manager– which is the kind you want to hire. In the popular Harvard Business Review article, Power is the Great Motivator, David McClelland and David H. Burnham identify three types of motivation: power, achievement, and affiliation. Arguably, of these three, candidates with a personal brand fall into the desire for achievement category (there are over 50 million blogs so power isn’t as direct, and personal branding doesn’t necessitate a need-to-please, especially since controversial posts often get the most traffic).  The Institutional Manager is identified as the most effective organizational leader and is someone who is highly motivated by both power and achievement. On top of this, the authors found that for folks with balanced power and achievement motivation, then “stories about power tend to be altruistic.” This is more than an ideal manager; it’s the ideal nonprofit manager. This ideal leader is driven by achievement motivation; the same kind of motivation driving those with personal brands.

The opposite of the institutional manager is the personal-power manager. This is the kind of manager that people think they are weeding out if they cut out candidates with personal brands. These candidates are only motivated insofar as the organizational operations result in personal power. The personal-power manager has high power motivation like the institutional manager, but has low achievement motivation. Not only is personal branding indicative of an institutional manager because it necessitates achievement motivation, but it is directly at odds with literature on the personal-power manager.

 

2. Personal branders allow you to tap into a tribe. Speaking of power motivation, we nonprofiteers have that, too.  According to popular blogger and author, Seth Godin, what we all want is to change things. Nonprofit employees, arguably more so than private sector employees, want to change things. Many of us believe strongly in large-scale change or we wouldn’t be working in the sector. What Seth Godin argues is that leaders spread ideas about change by leading tribes. Tribes are silos of interest and Godin argues that tribes will change the world; “It’s about leading and connecting people and ideas.” People with (good) personal brands and a message usually have a tribe– or a group of similarly interested folks who are interested in or agree with their message.

Especially for those interested in nonprofits, personal branding is often about connecting people in order to create change. When you hire a person with a personal brand, you’re signing on their tribe. Your organization will be a key part of their ideas and learning, and that person will share their lessons and passions for your organization– and likely its mission. As a slightly related side, word-of-mouth marketing is one of the most powerful kinds of marketing.  Social media is a mecca for word-of-mouth marketing and if you’re signing on someone and your organization is becoming part of their personal brand, then they are recommending you to their tribe.

 

3. Personal branders are social-tech, brand, and community conscious– and you likely need these areas of expertise in your organization. People on social media are constantly connected to other people, and they often know what’s going on in an industry thanks to their networks. A successful personal brand utilizes social media. If you hire someone with a strong personal brand, then that candidate is likely knowledgable in at least three areas that are important in the business world right now: social technology, branding, and community.

  • Social technology: This person knows how to utilize Facebook, Twitter, and other sites to spread a message– or at the very least they’ve had experience with spreading a message.
  • Brand: If the candidate has built a strong brand on their own, then they’ve developed branding skills that can be utilized by your organization. There’s a lot to learn here: the proper amount of transparency, tone, and the way to think about brands in this era of the social media revolution. Hire someone who knows and you’ll save time on trial and error.
  • Community: As mentioned above, a good personal brand is about building a strong community and getting the attention and respect from the right tribe. This person knows how to connect with other people through the Internet; a skill that will become increasingly desired.

 

While there may be a tendency to think that job candidates with personal brands may be personal-power managers, the tendency is often unfounded. This is not to say that there aren’t a few bad apples in the bunch, but if a person would be a personal-power manager, there are likely hints of this in their personal brand. Instead, it may be helpful to think of personal branding as a resume of the future; folks can often control their personal brand much like they write their own resume. Social media is already helping organizations hire employees more intelligently. Looking for candidates with personal brands that match your organization’s goals and mission may be a key indicator that the candidate has the characteristics your organization not only wants, but needs in order to survive.

And if you don’t have a personal brand, what are you waiting for?

Posted on by Colleen Dilenschneider in Community Engagement, Digital Connectivity, Nonprofit Marketing, Trends 12 Comments

41 Ways Museums Are Merging Social and Tech to Engage Audiences

In preparation for the IMLS webinar series- Connecting to Collections– I’ve been thinking about some of my favorite ways that museums are merging social and tech to engage audiences. Part of the series, Using Social Media to Tell Your Collection’s Stories,  will take place from 2:00pm to 3:30 pm EDT on Thursday, October 28th, 2010. I’m pleased to be serving as commentator, and working with presenter Nancie Ravenel (@NancieRavenel) of the Shelburne Museum. This series is free and you can register here to learn more about how museums are utilizing social and technological elements of communication to engage audiences and stay ahead of the curve.

Technology is a powerful tool for cultivating community, and the merging of social and tech in museums is occurring more and more frequently. Here are my 41 favorite examples of museums building social capital through social media and technological endeavours.

Let’s start with some museums that are making the most of social media and online community engagement’s most powerful and basic building blocks:

1. Twitter. Are you following The Women’s Museum on Twitter yet (@TheWomensMuseum)? This is just one museum. There are over 871 museums on twitter.

2. Facebook. The California Science Center gets visitors involved by featuring a Fan Photo Of the Week on their Facebook page. Simple, yet effective.

3. YouTube. The Renaissance Society has its own YouTube Channel that allows folks to access gallery talks and events after they’ve happened. In fact, a lot of museums have YouTube channels.

4. Flickr. Which museums are using Flickr as a valuable photo sharing resource and a way to communicate with visitors? Here’s a taste.

5. Website. Have you noticed how many of the nation’s most visited museums feature social media information above the fold on their homepage?

6. Social Media Pages. The Art Institute of Chicago has a whole page devoted to social media and interactivity. So do many other museums, like the Smithsonian (well, they have many pages….)

7. Blogging. A crew of professional sailors teamed up with Pacific Science Center educators to sail Around the Americas. Good thing they’re so social; they used a blog to take us along for the ride.

8. Mobile Applications. The Walker Art Center in Minneapolis hosts Art on Call, which allows you to listen to tours on your cell phone. A lot of other museums offer this feature. MoMA was ahead of the curve when they created a mobile app for audio tours in 2008. They’ve recently revamped the app.

9. Foursquare. Become the Foursquare Mayor of the Vancouver Police Museum, and you and a guest receive free admission AND a 25% discount in the gift shop.

10. Virtual Conferences. The American Association for State and Local History made their annual conference accessible to folks who could not get to Oklahoma City this September by putting some of their best (in my humble opinion) conferences online in an interactive format.

Museums are taking interaction even further and building upon Twitter, Facebook, YouTube, Flickr, mobile applications and web-based platforms. Check out these initiatives, competitions, and downright cool ideas (in no particular order):

11. Looking for a short-cut to becoming a museum-displayed photographer? The Denver Art Museum gives community members prime gallery realty by featuring a Flickr Cascade Installation that displays photos of the museum taken by Flickr users. Even cooler? They give proper attribution to each photographer.

12. Mixing social and tech isn’t just for older folks. The Walters Art Museum gets families talking by highlighting an interactive game featuring their lovable mascot: Waltee’s Quest: The Case of the Lost Art.

13. Please just visit the Adobe Museum of Digital Media. No need to take off your PJs or put your shoes on.

14. This list would be silly if it didn’t include the Museum of Science and Industry’s Month at the Museum. Out of 1,500 applicants, Kate has been chosen by project judges and the public to spend a full month living in the museum.

15. Now this is super sneaky. Three cheers to the International Spy Museum for creating themed geocaching adventures with a fun twist.

16. The Contemporary Jewish Museum melds art, technology, and Judaism through their new LINK initiative which bringing in monthly speakers to explore the intersection of Judaism and new technologies. I love this post about Jaron Lanier’s talk.

17. I could go on forever about how the rock stars at the Brooklyn Museum engage audiences through social media. But I’ll just give you this example. Oh! And 1stFans must be included. Okay. Done.

18. Combining Twitter and Flickr to engage visitors in science education? It’s no problem for the Museum of Life and Science in North Carolina. They created NameThatZoom- an interactive game moderated by the museum in which folks are shown flickr photos and challenged to identify those photo via twitter using the #namethatzoom hashtag.

19. Remember playing capture the flag as a kid? Try playing it as an alternate reality game at… (are you ready?)… The Smithsonian American Art Museum.

20. Meet SCREENtxt, a real-time live text messaging and photo streaming location-based social network created by The Mattress Factory and updated/created by museum visitors. Get confused there? Their blog helps explain. Oh, and I cannot forget The Mattress Factory’s iConfess!

21. Did you know that on September 1, 2010 over 340 museums took part in Ask a Curator Day on twitter and #askacurator became a trending topic?

22. If you’re a tech tinkerer, you can’t really beat tinkering at the Maker Faire in Detroit at The Henry Ford– the birthplace and showplace of one of the world’s most famous tinkerers.

23. Like to babble about art (or rather, babble about cool videos about art)? A lot of us do. And we do that on ArtBabble, thanks to these museums.

24. The planned hijack of LACMA’s twitter account by The Office star, Rainn Wilson, could easily have been called “Operation: Who’s stuffy? Not This Art Museum.”

25. When art museum directors at the Indianapolis Museum of Art and the New Orleans Museum of Art talk trash regarding the Superbowl, everybody wins.

26. The Skirball Cultural Center’s lovely Build a Better World Project encourages you to share how you are making the world a better place via Facebook, and hopes you’ll pass the message along using small decorated tokens as powerful community symbols.

27. The Smithsonian National Museum of American History tapped into talent by conducting a YouTube competition (O Say Can You Sing) featuring folks signing the National Anthem.  The winner (out of over 800 entries) got to sing the anthem at the museum and at the Baltimore Orioles vs. Atlanta Braves game on Flag Day. Check out the winners contest entry below:

28. Want to see something cool? Try making The Getty’s Augsburg Display Cabinet and experience augmented reality at it’s best. As it is, this project may be high on the tech and low on the social aspect. But trust me, you’ll want to show a friend.

29. If it weren’t for twitter and YouTube, so many folks wouldn’t know about “Those About to Die, We Salute You,” the downright awesome staged battle featuring warriors represented by The Queens Museum of Art (the hosts), Brooklyn Museum, The Bronx Museum, and El Museo del Barrio.

An image from the battle. Click for more photos and video.

30. This is the public wiki for the Smithsonian’s Web and New Media strategy process. Prepare to learn.

31. Folks at The Autry created Trading Post, a site to facilitate conversation between the museum and its visitors regarding current events.

32. One of the most powerful and important jobs of museums is storytelling. Please check out Culture Shock, a site full of digital stories by people in the North East of England.

AMNH's new application allows you to share museum findings on social media.

33. The Australian Center for the Moving Image has created Generator, a “creative studio space for teachers and students to explore exemplary work by their peers and industry professionals. Comment, tag, and share creative work and education resources.”

34. The Auckland Museum’s Hybridiser is an interactive kiosk where visitors can create their own orchards and then share them with folks in their social networks.

35. The American Museum of Natural History’s new mobile application, Explorer, has many highlights. My favorite? It allows you to easily share finds in the museum with your own networks on Facebook or Twitter.

36. Open Museum is like “Facebook meets Blogger and Flickr for the visual arts.”

37. Could you inspire America in six words or less? The National Constitution Center asked folks to aid Barack Obama in their project, Address America.

38. We’ve covered that there are over 871 museums on twitter… but I don’t think I mentioned that museum artifacts are hitting the social media space, too– and making folks laugh in the process.

39. Follow treasure maps, decipher codes, uncover hidden objects- The Smithsonian American Art Museum’s multimedia scavenger hunt, Ghosts of a Chance, is downright cool.

40. The Guggenheim says YouTube videos may be art. In fact, they took the time to go through 23,000 video submissions to create a short list of videos to be featured in the museum.

41. The Virtual Museum of Canada allows visitors to create their own museum and point members of their online networks to the collection.

Do you know of a cool way that a museum is merging social and tech that you think belongs on this list? Please feel free to comment with additions below. Please feel free to provide links!

* Photo credits: Top image from www.ieplexus.com/blog/

Posted on by Colleen Dilenschneider in Community Engagement, Digital Connectivity, Nonprofit Marketing, Trends 13 Comments

Museums and Cultural Nonprofits: Social Media Doesn’t Belong to the Marketing Department

Social Media Marketing has become a common practice in the business world, and of course, nonprofits have picked up on the benefits of this kind of marketing, too. More than that, nonprofits are rocking the social media marketing scene.

But in our nonprofit world– which emphasizes the importance of building relationships to secure donors– pairing social media solely with marketing can cause big problems and overlook the benefits available to organizations through this media. Museums, in particular, have a lot to lose when educators, program creators, fundraisers, and even board members or power players say, “Social media? Why, that’s a marketing thing!”

Development Department: social media helps create connections. Social media is mastered by nonprofit organizations because it’s a low-resource way to connect with individuals. While it’s true that word of mouth marketing is the most powerful kind of marketing, and folks on social media share views on organizations through this media, the connections created have the potential to serve as catalysts for donations in the future. Viewing social media as purely a marketing department endeavor means that your museum may leave many connections to go flat because these connections must be built upon (like any relationship) and a marketing department trying to reach a wide audience may not have the capacity to cultivate these individual relationships. Moreover, this relationship cultivation is often thought to be the job of development folks! This is not to say that development must be running social media, but social media (and communications with the marketing department regarding social media) should be important in the development department. One way to get the development department more constructively involved might be for Marketing to hand over a list of folks who have been engaging with the museum through social media, and for Development to follow-up and be sure to cultivate those relationships. There may be opportunities for future funding in these relationships.

Education Department: social media can teach people things. Many museums do a great job of engaging visitors with educational content through social media so that the visitors’ learning doesn’t end when they exit the institution. In fact, this idea of taking the institution home is powerful in building both connections to the organization and to educational content. What happens when the education folks don’t share educational material through social media? An opportunity to continue sparking interest in a topic or idea is lost. What happens in most institutions is that the marketing folks provide the educational content (or at least link to educational content supplied by the education department). This is not a problem– that is, as long as Education is working alongside Marketing to make sure that facts are correct and that cool information is free-flowing. Education must realize that social media can be an extension of the topics discussed at the museum– and a fun way to learn at home! Obviously, to be most effective, educational resources may need to evolve into new technologies and utilize other forms of new media (mobile apps, for example), but social media should be seen by the department as an educational resource offered by the institution, in a sense.

Power Players: social media keeps your organization relevant. Community engagement and community cultivation are gaining more and more ground in conversations and initiatives involving the future of museums. Social media is a step to help do this. Some of the best museums are already onto this fact enough to devote portions of their websites to social media communications. Being active in social media helps break the mental barrier that museums are slow-moving places that idolize the past and have little to do with the present or the future. The current types of social media (Facebook, Twitter, etc) may be trends, but there’s an argument that social media has already changed the way we communicate on the whole. Board members, Vice Presidents, and Presidents may not be doing their organization any favors by letting them fall behind in current communication methods. In fact, social media is generally low resource– why not rise to the top if you can?

Organizations that do not acknowledge the interconnectivity that social media provides among departments may function less efficiently and effectively than organizations that embrace this new way in which much of the world communicates. Social media doesn’t need to leave the Marketing Department (and arguably shouldn’t), but this idea that social media doesn’t play a role in individual departments or the institution as a whole as it relates to the broader community? That, I think, must leave as organizations prepare for the future.

It requires a thought change, or a breaking down of a vertical ladder. In order for social media to work best for museums and cultural nonprofits, then everyone must work together to maximize the resource because it blurs the lines between so many departments. As a whole, businesses are becoming more organic and interconnected. Maybe social media can be the catalyst that brings this kind of organizational change to museums so that we, too, may function more efficiently and reap the benefits of this kind of collaborative culture.

Posted on by Colleen Dilenschneider in Community Engagement, Digital Connectivity, Nonprofit Marketing, Trends 9 Comments