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Signs of Trouble For The Museum Industry (DATA)

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Thank You and KYOB’s Most Popular Posts of 2012

Know Your Own Bone Skull

JOB ALERT: Looking to start off 2013 with a new adventure filled with meaningful social media/marketing/PR work for zoos, aquariums, museums, performing arts and other nonprofit organizations? I’m looking for a right-hand-person to serve as IMPACTS’s Digital Marketing Manager. Interested or know somebody great? Please pass along the job description!

2012 has come to a close and we are all onward and upward toward 2013. It’s been a big year for nonprofit social media best practices in general, so I wanted to take a moment to share the most popular posts of 2012.

…But, first and foremost, I want to say thank you to my incredible tribe of loyal readers. I am so fortunate to be able to share thoughts and practices with such a talented group of hard-working, inspiring people! I am delighted (and usually a tad bit taken aback and still downright amazed by the power of the Internet) every time that I have the privilege meet one of you in person. It happens after I give presentations, after board meetings where I have the opportunity to visit your organizations, and – to my utter amazement – has even happened unknowingly with strangers over dinner conversations! (“There’s this blog about social media in museums and nonprofit organizations. It’s called….” Cut to me going slackjawed, followed by an awkward explanation and a laugh.) I am truly honored and ecstatic to learn that the sharing of the best practices that I observe in my work and travels have proven helpful to the thought leaders shaping the future of the nonprofit sector.

It’s been a big year for KYOB! In terms of content, IMPACTS, the company for which I work, has allowed me even more access to thought-provoking data to share with the nonprofit community. Aesthetically speaking, KYOB received a significant design upgrade by Marissa Sher, and Amanda Megan Miller Photography did all sorts of magic taking branding photos for the re-design. (Thanks to that shoot, I now have four skeletons worth of plastic “bones” living in the closet of my Chicago apartment. Cool or creepy actualization of a metaphor? …Yikes!)

Old KYOB

Remember this design layout? It got a major upgrade in 2012!

 

Here are the 10 most popular posts of 2012 on KYOB:

1) The Millennials are Here: 5 Facts Nonprofits and Businesses Need to Know. The millennials aren’t coming.  They’re here now.  And the time has finally come when organizations will start to sink or swim based on how effectively they engage this demographic. Here are five fast facts that nonprofit and business leaders must embrace in order to effectively manage, market and operate their organizations

2) The Top 5 Mistakes That Nonprofits Make When Attempting to Engage Celebrities. Want to know how to increase your chances of getting noticed by celebrities in order to secure a public relations appearance? Here are five mistakes that nonprofits often make when reaching out to celebrities and what you need to understand when considering your ask.

3) The Importance of Social Media in Driving People to Your Museum or Visitor Serving Nonprofit (DATA). There’s a lot of conversation about the ROI of social media and confusion about how to explain its importance to executive leaders. Need help? Here’s some data behind how social media drives attendance to visitor-serving organizations (zoos, aquariums, museums, botanic gardens, theaters, etc).

4) How Generation Y will Change Museums and Nonprofit Membership Structures. Because online engagement is increasingly critical for buy-in among all generations, it must be applied not only to marketing, but also to fundraising. Membership teams, in particular, will need to re-work their operations and offerings in order to sustain and grow their number of supporters. In fact, IMPACTS has already uncovered the need for museums to revise how they tell the story of membership benefits.

5) 40 (More) Ways Nonprofit Zoos, Aquariums, and Museums are Engaging Audiences Through Social Media. Here are 40 (more) ways that nonprofit zoos, aquariums and museums are engaging audiences using online platforms.

6) 5 Critical Nonprofit PR Strategy Tips for Marketing to Millennials (DATA) Here are five critical insights into the millennial mindset (and increasingly, the general public’s mindset) that should be integrated into an organization’s public relations strategy.

7) Generation Y and Inheritance. It’s Time to Have a Talk  Data suggests that there’s a rather significant expectation delta between millennials and their parents when it comes to how much money millennials expect to get in inheritance. Here’s what we asked, and here’s what we found.

8) Why Offering Discounts Through Social Media is Bad Business for Nonprofit Organizations. Offering discounts through social media channels cultivates a “market addiction” that will have long-term, negative consequences on the health of your organization. When an organization provides discounts through social media it trains their online audience to do two not-so-awesome things…

9) Web and Social Media Play Leading Role in Public’s Decision to Visit a Museum (STUDY). When comparing how folks get their information about leisure activities, it’s not even close: web and mobile platforms (including social media) are disproportionately influencing your museum’s visitation and attendance.

10) Death By Curation: Why the Special Exhibit Isn’t So Special Anymore. It’s no secret that a true blockbuster exhibit can boost a museum’s attendance to record levels. However, a “blockbuster” is rare, and the fact that these blockbusters spike attendance so dramatically is an important finding: Blockbusters are anomalies – NOT the basis of a sustainable plan.

 

Thanks again to everyone for making 2012 a great year! The nonprofit community is facing a time of incredible change, and I am eager to share experiences, best practices, and market information as we move forward. I hope that you’ll all do the same as your organizations respond and evolve.

Cheers to working together to better prepare ourselves and nonprofit organizations around the globe for a better, brighter future. Here’s to a wonderful, challenging, and inspiring 2013…

Thank you!

Colleen Dilenschneider

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 colleendilen in Blogging, Branding, Community Engagement, Generation Y, Jobs, Leadership, Lessons Learned, Management, Marketing, Museums, Nonprofit Marketing, Nonprofits, Social Change, Social Media, Technology, The Future 2 Comments

Social Media: The Every-Department Job in Nonprofit Organizations


So, this “Internet” thing? It’s here to stay. It’s perhaps a hefty statement, but in this age of increased transparency and digital communication, your marketing team may well be the single most valuable department in your organization. (I’ll explain…)

Marketers aren’t increasingly important because they are necessarily smarter or have more talent than do the valuable resources in your organization’s other departments. It’s because the job of the communications, marketing and public relations professional has evolved from being a single funnel to media outlets streamlining promotional messages on behalf of an organization, to serving as several funnels to different, targeted demographics based on content from several different departments in a manner that achieves an organization’s long-term goals. Today, great marketers in visitor-serving organizations show the world how every other department shines. (And when they do it well, they shine, too)

It’s no secret: As I’ve said before, social media does not belong to the marketing department. It’s critical to open up communications between your marketing department and other departments. Your organization will need all of these connections in order to succeed in attracting visitors, building affinity for your brand, connecting people to your cause, and securing donors. Consider this. Here are six critical keys to social media success, and all six rely on cooperation with other departments:

 

1. Killer content (Marketing needs Education)

Engaging content is the key to success in social media. Content is currency. Engaging content keeps organizations top-of-mind and increases reputation – a key driver of visitation. It keeps your nonprofit in folks’ Facebook newsfeeds and gets you re-tweeted, shared and liked. It increases your reach and online audience. Content drives interaction, which drives affinity, which drives support. Arguably the best place to find this engaging mission-related content is from your organization’s scientists, educators, and interpreters. They are natural suppliers of fun-facts – they can uniquely tell you when behind-the-scenes activities take place, and they generally provide the “wow factor” for education-based content.  Moreover, because many members of this department are public-facing, they already know what visitors consider interesting. Without the Education Department, marketers would have nothing to share except updates on their morning meeting about media ad buys… and, fortunately, they know better than to tweet about that!

 

2. Community management (Marketing needs Visitor Services)

Did you know that 42% of individuals using social media expect answers to the questions that they ask online within one hour? This is often made difficult because many nonprofit organizations (and shockingly, several museums) still “go dark” on the weekends (typically, the busiest times for museums)! Social media is increasingly a platform for customer service – and timeliness counts. Marketers must rely on an organization’s Visitor Service team in order to provide important information regarding pressing customer service questions.  We call this “social care” and it is critical online. Nielsen has released their 2012 Social Media Report . Take a look at some of their findings:

 

3. Cultivation of evangelists and supporters (Marketing needs Fundraising)

I just lied for consistency purposes. In reality, Fundraising needs Marketing. Online giving continues to grow by 13.1% year over year, and online giving currently accounts for 6.3% of total giving. BUT organizations do a disservice when they assume that online giving is the only type of giving strongly connected to marketing. Web platforms and social media are the single most powerful marketing channels used for obtaining information – including gaining information for making visitation or giving decisions. Even if someone gives in-person, over the phone, or by mail, chances are that the connection was strengthened by digital communications. Marketing and Fundraising Departments can (and should!) work together to make lists of potential evangelists who are likely to spread the organization’s message, and social media can help identify folks with an existing affinity for the organization with the inclination and/or propensity to become members or donors. I’ll be so bold as to highlight an increasingly-relevant truism: Marketers don’t need fundraisers to be successful at marketing, but fundraisers need marketers to be successful at fundraising. In my experience, “old-fashioned” fundraisers hate this…but, generally, when you take stock of the current condition, “old-fashioned” fundraisers aren’t succeeding right now.

 

4. Unique initiatives (Marketing needs Exhibits)

This ties back to killer content. Exhibits teams have access to important, exclusive information that can pique online interest. They know when there’s a big, wrapped mystery being delivered on the loading dock, which animals are giving birth, why exhibits are placed where they are, and (like their colleagues in the Education Department) they know a nice bit about how people learn. Most importantly, they can facilitate unique initiatives like online animal-baby naming contests and help arrange special programs/experiences that can be value-adds as prizes for online engagement (Related note: Please don’t offer discounts over social media. The short-term, “subsidized” bump in engagement has significant, long-term, negative consequences for nonprofit organizations.) Exhibits teams can help allow for open authority opportunities that increase reputation, open conversation and “make everyone a curator.”

 

5. Ability to experiment (Marketing needs Executive Leadership)

Social media and online engagement best practices and measurements evolve, so goals need to evolve, too. For instance, most of the museums that I work with don’t have a real budget for Facebook aside from human capital or full-time equivalents (read: someone’s time). However, Facebook’s recent changes to Edgerank (Facebook’s status-delivering algorithm) have made the platform more pay-to-play with promoted posts and sponsored stories. Now, organizations would be wise to consider that maximizing engagement on Facebook may require a sustained monetary investment. It also makes compelling content from various departments even more important.  In sum, social media isn’t about evolution…it’s about revolution.  Changes are nonstop, big and fast. Leaders need to embrace the inevitability of change.

 

Also – and much more importantly – executive leadership buy-in is a key element to creative engagement. The best, most-famous examples of online engagement in museums (think Museum of Science and Industry’s Month at the Museum, or Indianapolis Museum of Art’s Online Dashboard, or museum directors betting artwork on the superbowl) required not only permission, but a willingness on leadership’s part to take on these initiatives.  To take engagement to the next level, marketers need to understand that yesterday’s “how-to” manual is already obsolete. To have permission to innovate better practices in this rapidly evolving space, marketers need to be talking to leadership.

 

6. Human Tone (Marketing needs Human Resources)

Social media policies are best practices in organizations. In the digital era, folks want to know the people behind the computer screens. This also means that audiences can be drawn to staff members with their own online brands. These brands and real-life experts can be very helpful for organizations seeking to increase their respective reputations. Here are some famous ones in the museum world.  However, organizations also risk having folks say inappropriate things online, share private information about an organization, and occasionally display less-than-awesome online behavior. The Human Resources Department plays a critical role in managing staff members’ online behaviors – they are a marketer’s “safe harbor.”

 

We do our organizations a grave disservice when we shrug and call communications – and especially social media – “Marketing’s job.” Increasingly, social media is everyone’s job (at least parts of it).  Successful organizations understand the need for everyone to participate in the overall communications effort. Marketers don’t merely communicate, they collaborate.  We aren’t solely about content, we’re about connection.  And, the best amongst us understand that we can’t do it alone.  Our success – indeed, the success of our organization – is a product of giving EVERYONE in the organization the most important job.  We’re all marketers.

 

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!

 

Photo edit based on meme by KSB

Posted on by colleendilen in Big ideas, Branding, Community Engagement, Education, Exhibits, Leadership, Lessons Learned, Management, Marketing, Museums, Nonprofit Marketing, Nonprofits, Public Management, Social Media Leave a comment

Generation Y and Inheritance (It’s Time to Have a Talk)


Every once and a while, I get permission to share a terrific set of IMPACTS data that makes me absolutely giddy. Usually, this kind of data drives home a point that I’ve been seeing over and over again in my work with zoos, aquariums, and museums.

…but, sometimes, that “wow factor” data is a little bit more out-of-left-field. This is a series of such data.  It ties into my last post highlighting how millennials are optimistic about their financial futures.  And it may be alarming.

Now I’m no parent myself, folks, but if you have an adult child under 35 years old, you may want to talk to him or her about their inheritance – which may well help explain their remarkable optimism about their financial futures! Data suggests that there’s a rather significant expectation delta between millennials and their parents on this front. Here’s what we asked, and here’s what we found:

1) Do your parents plan to leave you a significant inheritance?

We asked several thousand millennials if they thought that their parents would leave them a “significant inheritance.” A majority of members of Generation Y reported, “Yes.” 

2) Do you actually plan to leave your child a significant inheritance?

Then we asked a similar question to parents of millennials. When comparing this to the above data, the discrepancy is astounding. A vast majority of parents with millennial children do NOT plan to leave their child a significant inheritance.

3) There’s an average difference of $359,970 between what parents plan to give their children in inheritance, and what their children expect to receive.

We asked millennials who believed that their parents would indeed leave them an inheritance to go one step deeper: How much did they think that their parents were going to leave them? An average of $403,845 it turns out!

We also asked parents who reported that they plan to leave their children an inheritance to quantify the amount of their planned monetary legacy.  The result?  An average inheritance of $43,875 – 9.2 times LESS than millennial children expected.

We millennials are indeed a financially optimistic group! One thing’s for sure: Generation Y is going to face some harsh realities in the coming decades that will no doubt alter the way that nonprofits need to build relationships with these folks. In the meantime, as organizations adjust their nonprofit PR strategy to target millennials, (and if you’re a parent), perhaps consider heading down to the basement living space of your millennial child and having “the talk” with them. Data suggests that we just may need a little snap back to reality.

 

Photo credit: LifeInc

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 colleendilen in Generation Y, Nonprofit Marketing, The Future Leave a comment

Two Critical Reasons To Target Your Fundraising & Nonprofit PR Strategy Toward Millennials (DATA)

It seems as if everyday I’m seeing another “best-in-class” organization announce a smart, new nonprofit PR strategy designed to better engage millennials. Millennials are the largest generation in human history, and represent the second-largest demographic in terms of buying power. Millennials also think and communicate very differently than their generational predecessors – and, accordingly, require different marketing and communication strategies.

There has never been a better time to have a public service mission because millennials are (relatively speaking) optimistic about their financial futures, and they consider themselves to be particularly generous. Data concerning millennial perceptions point toward two, informative reasons to target Gen Y with marketing and fundraising efforts:

 

1) Millennials are less worried about their families’ financial futures than are older generations, making them beneficial comparative targets for fundraising and marketing efforts.

Chalk it up to unique characteristics of Gen Y or the general optimism of youth, but millennials are not only less worried about the financial futures of their families than older individuals, but they are less worried than they were in 2008. Older individuals, however, are more worried. This suggests that there’s an opportunity to cultivate affinity with this demographic, as they may perceive themselves as being able to support your nonprofit in the future if they cannot support you right now.

While millennials certainly are feeling the effects of being the “screwed generation,” data suggests that we remain optimistic about our long-term futures…even more so than folks who could be considered “less screwed.” And, while millennials are spending more than they earn, they are still spending (and, thus, could be supporting nonprofit charitable causes if engaged adequately).

Regardless of whether members of this demographic have the money right now to make up your major donors (some do!), they believe that they will – and they are rather confident about it. Engage this demographic now so that the payoff will be there later. When they get the money (if they don’t have it already), make sure that your organization is top-of-mind and a quality relationship is already intact.

 

 2) Millennials consider themselves to be particularly generous compared to the self-perception of older individuals, presenting a potential opportunity for organizations to tap into Gen Y’s sense of self.

When IMPACTS pulled this data, the company CEO called me and asked, “On a scale of one-to-ten, how generous do you consider yourself to be?” I said eight. He burst out laughing and said, “and so do all of your buddies!”

Perhaps I should be embarrassed, but I’ll own up to the truth behind that finding! The self-perceived generosity of “my buddies” has been stable over the last few years – and it’s rather high! It is especially high compared to the dip in self-perceived generosity that older individuals have experienced.

This is good news for museums and nonprofit organizations because this data suggests that generosity is built into our own self-perception. We think of ourselves as “giving” people.  Conceptually, giving to nonprofit organizations fits nicely with our own personal brands. It’s our job as nonprofiteers to match up the desire to be generous with social missions. Marketing your nonprofit and targeting engagement initiatives toward members of Gen Y will pay off in the future (if it hasn’t already) – but engagement needs to start now. Increasingly, nonprofit organizations’ “bread is buttered” by this new, enormous demographic.

 

Given this (and other compelling) data, doesn’t it seem silly that any organization would continue to exclusively target their efforts toward individuals who are more financially “worried” and consider themselves to be less generous than those who make up a significantly larger, more optimistic generation?

 

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 colleendilen in Community Engagement, Generation Y, Management, Marketing, Museums, Nonprofit Marketing, Nonprofits, Public Service Motivation, The Future Leave a comment

How Generation Y is Changing Museum and Nonprofit Membership Structures (DATA)

Looking for a copy of the address that I delivered at the Iowa Museum Association Conference last week? You can find it here.

Millennials (folks roughly between the ages of 18 and 33) are the largest generational segment of the U.S. population. This generation has different values and mindsets than those of the generations that preceded them – and they are far too large in number for museums and nonprofit organizations to ignore. Organizations that are not marketing to millennials are not only missing an opportunity to reach a new audience, but failing to engage the audience that will increasingly dictate their organization’s operations for the next 40 years (at least).

But it isn’t just marketing departments that have begun incorporating changes to appeal to Millennials. The changes must be incorporated into a larger community relations and nonprofit PR strategy. Because online engagement is increasingly critical for buy-in among all generations, it must be applied not only to marketing, but also to fundraising. Membership teams, in particular, will need to re-work their operations and offerings in order to sustain and grow their number of supporters. In fact, IMPACTS has already uncovered the need for museums to revise how they tell the story of membership benefits.

While conducting research on behalf of a prominent visitor serving organization (VSO) with a conservation-related mission, IMPACTS uncovered an interesting finding. We asked respondents a series of questions related to identifying what they consider to be the primary benefits of membership to the organization.  Once compiled, we found that sorting frequency of mention and strength of conviction information uncovered a telling divide between potential members above and below age 35.

Free admission was the pronounced, primary benefit of membership for both age groups. However, benefits two–through–five on the lists do not have any additional commonalities. Moreover, the type of benefits are very different.

Extant data indicate that members of Generation Y are public service motivated and appreciate a feeling of belonging and connectedness with one another and with a cause. This is consistent with the responses gathered from millennials in the data above. Instead of being interested in the more “transactional perks” of membership, this generation desires a feeling of connectedness with a broader social good.

Because members of Generation Y want different things from museum membership than generations before them, museums will need to adapt how they are selling memberships – or at least work to increase connectivity-to-a-cause vibes. Would a person considering membership to your organization feel that they are “making a positive impact” more than simply receiving “advance notice of upcoming activities?” Museums and visitor serving organizations must sell memberships by focusing more on their public services and social responsibilities than the traditional, more transactional benefits that motivated membership in the past.

Posted on by colleendilen in Branding, Community Engagement, Management, Marketing, Museums, Nonprofit Marketing, Nonprofits, Public Management, Public Service Motivation, Social Change, Social Media, Technology, The Future 7 Comments

The Millennials Are Here: 5 Facts Nonprofits and Businesses Need to Know

Ever since it became irrefutably clear that Generation Y (or Millennials, commonly defined as those born between roughly 1980 and late 1990s) would outnumber the vaunted baby boomer generation, nonprofits and for-profit businesses alike have been talking about the need to prepare their respective organizations for this massive population bubble. When data emerged that members of Gen Y might think and communicate differently than the generations that preceded them, organizations kept talking. “The millennials will be coming soon,” they said. Indeed, many less-prepared organizations are still saying it…

The fact is: The millennials aren’t coming.  They’re here now.  And the time has finally come when organizations will start to sink or swim based on how effectively they engage this demographic.

I am a Millennial. For better or worse, my colleagues at IMPACTS will quickly confess that I embody nearly all of the general characteristics that define my generation (I’m an over-educated, hierarchy-denying, collaborative, public service motivated, “super special,” connected, social media addicted, perhaps-a-bit-professionally-high-maintenance, optimistic, parent-loving, digital native). Despite all this, I seem to have slipped into a rare space: I’m a member of Gen Y who works almost exclusively with the baby boomer leadership of multiple organizations. In this way, I like to think of myself as an ambassador for my species.

And I think it’s a strange place to be. Though it’s in me as well, I cringe when I see members of Gen Y break the chain of command and grab the CEO of a large organization in the hallway just to bowl him over with handfuls of underdeveloped ideas. By the same token, I feel uneasy when boomer leaders dismiss those same Gen Y “idea nuggets.” Or worse, when they imply that millennials “are just like my kids. And my kids don’t run my organization.”

Take it from a millennial: Gen Y can be insufferable at times. But, yes, they do and will run your organization.  It’s not necessarily because they are smarter, faster, better or wiser than other generations. It’s simply because they are bigger. Much bigger.

Here are five fast facts that nonprofit and business leaders must embrace in order to effectively manage, market and operate their organizations:

 

1) Millennials represent the single largest generation in human history.

Until Gen Y came along, baby boomers represented the largest generational demographic in the United States. However, millennials aren’t nicknamed the “Echo Boomers” for nothing. At nearly 90 million strong, millennials have baby boomers outnumbered by an estimated 20 million people. As boomers age, the divide will continue to grow. This statistic alone should be more than enough to make executive leaders pause to consider the future of their organizations, but there’s more to this quick fact that should inform organizational development and a marketing or PR strategy: Millennials are not only the largest, but also the most educated, underemployed, optimistic, plugged-in, nonreligious, and democratic generation in human history. These characteristics will meld to affect how your organization engages constituents, donors, and customers.

 

2) Millennials are the first-ever generation that will run America for at least 40 years straight.

Millennials who have children are not having as many of them as their baby boomer parents. Moreover, Gen X (which is only roughly half the size of Gen Y) has neither the volume nor is actively having enough children to indicate the coming of another large generation. Simply put, America’s birth-over-death rate is not increasing. What this means is that – unlike the position of the baby boomers who had more children and at a younger age – millennials will remain the largest generational demographic in the United States for a much longer period of time than the baby boomers. Due to their size and the current birth-over-death rate, IMPACTS data indicates that Gen Y will remain the largest generation in existence for the next 40 years (at minimum).

This is significant information from the standpoint of an executive leader. Nonprofit organizations and businesses may be tempted to invest resources in cultivating members of other generations (or even in learning the values of Generation Z as they come of age) – and this may be a good idea at times – but no generation within the next four decades will have the size and potential buying power to influence your organization more than Gen Y.

 

3) There are more millennials in the U.S. than any other age group.

Though many organizations still prefer to consider millennials to be a demographic that will “someday” affect them, millennials already make up the largest living population cohort in the United States. If you want to generally aim marketing efforts to engage only one demographic, Gen Y has the most targets. Moreover, the youngest of this age group are forming personal consumer habits as individuals. The oldest of this generation are having children and shaping the consumer behaviors of their families. In other words, right now is a good time to pay attention to these folks.

 

4) Millennials will have the largest buying power in the U.S. by 2017.

Millennials are predicted to surpass baby boomers in buying power by 2017. If your organization is not already strong in the habit of marketing to millennials, you may be operating at a loss until this new way of thinking becomes ingrained in your strategy.

While knowing that Gen Y will reign supreme in buying power by 2017 is critical, organizations may also benefit to pause and consider that, right now, millennials are a very close second to baby boomers in current buying power. Organizations often get misled and mistakenly focus their engagement efforts on the “next generation” of buying power in purely chronological terms (i.e. Generation X). But because Gen Y is twice the size of Gen X, its sheer numbers dwarf the market potential of its nearest elders. When considering your organization’s programs and audiences with regard to resource allocation, this may be important to keep in mind right now.

 

5) After the 2012 election, millennials will largely determine the outcomes of the following six presidential elections and the public policy priorities that will affect your organization.

If you’re not a millennial, the 2012 presidential election will be an important one for you – whether you realize it or not.  Again, due to Gen Y’s size and the ever-dwindling numbers of traditionalists and boomers, millennials will largely determine the outcomes of the following six presidential elections. Will all other generations still have an equal vote? Of course. But because they make up the largest generational demographic within the population by such a large measure, the outcomes will be determined by millennials. Or rather, it will become impossible for a candidate to win an election without appealing to millennial values.

Think about that for a moment: If you’re operating an aquarium or a zoo, might evolving generational sentiments concerning captive animals pose an existential threat to your current business should new legislation restrict the capture and/or breeding of certain species?  How would a significant overhaul of the tax code – one that dramatically limits or eliminates the tax-related benefits of charitable contributions – impact your organization’s business model?  For an already platform agnostic generation used to consuming content on their iPads, how would the deregulation of broadcast airwaves and bandwidth affect the viability of a live audience-supported performing arts venue?  Yes – Millennials will elect Presidents…but, perhaps more importantly, they will set the legislative agendas and public policies for the next many decades.

 

Many folks – millennials included – may find these facts terrifying, but they are true and inevitable. Though how we react to them is up to us, one thing is for sure: organizations that do not work to appeal to and engage with millennials may have a difficult time not only remaining relevant, but, indeed, surviving. Your more traditional consumers just won’t be calling all the shots anymore.

In fact, they already aren’t.

 

Like these posts? Get more information about millennials and nonprofit marketing by liking my Facebook page or follwoing me on Twitter.

Posted on by colleendilen in Big ideas, Generation Y, Management, Marketing, Museums, Nonprofit Marketing, Nonprofits, Social Media, The Future 3 Comments

40 (More) Ways Nonprofit Zoos, Aquariums & Museums Are Engaging Audiences Through Social Media

Since the creation of this blog, I’ve published several posts that simply list online initiatives taking place in zoos, aquariums and museums (ZAMs). These posts have garnered a good bit of traffic and served as the basis for research for several books and articles written regarding museums and social media. Unsurprisingly, ZAMs are currently as creative as ever before (if not even more so) in utilizing social media and social technology to build relationships, increase positive reputation, remain relevant, and engage potential visitors. (Like these examples? I often share my favorites and current happenings on my Facebook page if you’d like to follow along!)

 

And now, 40 (more) ways that nonprofit zoos, aquariums and museums are engaging audiences using online platforms.

In no particular order…

1)  100 Toys (And Their Stories) That Define Our Childhood. The Children’s Museum of Indianapolis is in the midst of their fun initiative: 100 Toys (And Their Stories) That Define Our Childhood, wherein members of the online community can write in memories and  vote for their favorite toys. The pool has been narrowed down to 20 (currently also displayed on-site at the museum), and folks are still voting to uncover which iconic toy receives the gold, silver, and bronze medals.

2) Go, go aquariums on Instagram! There are only four so far: National Aquarium, Aquarium of the Pacific, the Birch Aquarium at Scripps, and Newport Aquarium. (Want to see zoos and museums on Instagram, too? Here’s a collection)

3) Thinking with The Thinker. If you find yourself lost in thought, check out The Monterey Museum of Art’s Facebook album, The Thinker, for a good laugh and some self-awareness.

4) Wikipedia in the galleries.Talk about open authority in museums!  In October of 2010, the Brooklyn Museum included Wikipedia into their exhibition on women and pop art, Seductive Subversion. The museum offered iPads throughout the gallery and encouraged visitors to check out Wikipedia pages on artists featured in the exhibition.

5) Help find New York’s cutest baby! Wildlife Conservation Society is having a show-down amongst its entities (Bronx Zoo, Queens Zoo, Prospect Park Zoo, and the New York Aquarium) and is on a quest to determine who has the cutest little animal in town. They’ve turned to online audiences to uncover the favorite.

6) #MuseumOlympics. While the Olympics were taking place in London this year, #museumolympics took place on Twitter. Museums posted hilarious, witty, and downright amazing sports-themed images from their collections.

7) April Fools! The Monterey Bay Aquarium celebrated April Fool’s Day by surreptitiously changing their Facebook Timeline photo and homepage image to the one below…

8) The first Pinterest contest. The first zoo, aquarium, or museum to create engagement from a Pinterest contest? That was San Diego Zoo’s ask for folks to create tiger-themed pin boards for a chance to meet the big cats up close.

9) Wrapping in Instagram and Foursquare. And San Diego Zoo is still experimenting with social media engagement through contests. For their Nightime Zoo China Celebration, they are holding contests on Pinterest, Instagram, and Foursquare.

10) History with a side of pie. Colonial Williamsburg’s History is Served provides super fun 18th century recipes for the 20th century kitchen.

11) Making it easy to connect. The Brooklyn Museum makes it easy for folks to find their online engagement platforms by highlighting their social media channels on a single community page. They even recognize key contributors to the site on their posse page.

12) Engagement-driving “content regulars.” Every Friday, the National Aquarium writes an Animal Update blog post and shares colorful pictures from the updates on Facebook. Sound simple? Yes, but it’s also effective. These Facebook posts – along with their Amazing Animal of the Week posts (on Mondays) – drive high and reliable applause and amplification rates (i.e. they get liked and shared a lot).

13) A mobile app that facilitates a trip through time. The Museum of London created Streetmuseum, a mobile application that allows users to go through the streets of London and see what present-day scenes/locations looked like back in history, offering a window through time. You can continue this journey by checking out related historical objects in the museum.

14) Starting early on Generation Z. Is there anything cooler or more interactive for kids than Whitney Museum’s For Kids site? Kids can make their own profiles, take polls, and converse in their own forums!

15) Putting visitors on YouTube for a good cause. The Georgia Aquarium got their visitors involved in this youtube video by giving them the opportunity to explain how they feel about World Oceans Day.

16) Learning through online games. The Detroit Historical Society created Building Detroit, an interactive online game that allows audiences to choose their own adventure and play a role in building a city.

 17) Sharing timely off-line experience online. These lonesome cockroaches could be spotted looking for some love in early February in hopes of securing a valentine. If you spotted them, took a photo, and posted it on their Facebook page, the Wildlife Conservation Society entered you to win a box of chocolates for your honey (or perhaps for you to share with your new friends, the roaches) on valentines day.

18) An online auction. Need ideas for fundraising online? The Clearwater Marine Aquarium is holding a live online auction to raise money to support the institution’s animal rescues, rehabilitations and releases.

19) Fundraising through Kickstarter. The New Museum in New York has raised well over $300,000 online through Kickstarter. Check them out!

20) Foursquare still has a following! To promote their summer evening music series, the Penn Museum offered free drinks to the first ten folks to check in on foursquare. 

21) Looking to the public to choose the next subject for a work of art. The National Museum of American History asked the public to vote on which of five iconic American figures should be memorialized in a new biographical portrait by Robert Weingarten, a noted photographic artist. After more than 11,000 votes cast and a lot of great conversation, the winner was Celia Cruz.

22) Sharing silliness (and some seriousness, too). It’s a classic, but this list really must include “I went to MoMA and…”

23) Selecting and rewarding “insiders.” Similar to the California Academy of Sciences Nightlife Insiders initiative a while back, the Carnegie Science Center put out applications and has chosen six CSC Insiders who are highly connected on social media. They have access to special programs and experiences on the condition that they share their honest assessments with their online audiences and serve as online evangelists.

24) Rewarding online audiences without de-valuing your product. Offering discounts to your zoo, aquarium, or museum is a bad idea for many important reasons, but the Pittsburgh Zoo managed to reward their online audiences with a value-add instead of a discount. They hold Facebook Fan Nights wherein they open the zoo in the after-hours exclusively to social media followers.

25) Engaging in citizen science. The Georgia Aquarium is conducting some sweet citizen science by using social media to seek volunteers who have recently been SCUBA Diving in the Florida Keys in order to assess the state of coral reefs and gain information regarding public awareness of conservation programs.

26) Mobile scavenger hunts. GoSmithsonian Trek allows visiters to solve challenges, explore exhibits, and uncover fun facts on their mobile phones using this app.

 

 

27) Facilitating sharing with a mobile app. Speaking of innovative mobile apps, ArtClix, created by the High Museum in Atlanta allows users to see cutatorial details of works of art ans facilitates social sharing of photos online.

28) Current baby-naming contests. They are almost low-hanging fruit for zoos and aquariums now, and there are plenty of great examples. Want to check a baby-naming contest that’s happening right now? The Shedd Aquarium is naming their Pacific White-Sided Dolphin calf and the San Diego Zoo is currently naming their baby panda.

29) Telling stories to earn donors and support conservation. The National Aquarium understands that engagement is all about storytelling and relevance. Their website features the true stories of ten animals that the Aquarium has rescued and rehabilitated  in order to show potential donors what kind of impact they can make. The Aquarium also used GiveCorps to encourage online donations so that they can build a new Seal Pool to rehabilitate seals.

30) Using Facebook to allow for a deeper connection for special interest. The Tennesse Aquarium maintains an active Facebook page for their Conservation Institue. This page offers another level of  information for folks more interested in science and conservation (and next-level evangelists) than those that might like the Aquarium’s page.

31) Enjoying the mission from your mobile at home. Museums are continuing to find ways to bring experiences and information to folks through technologies with which we are most familiar. For instance, MoMA’s ‘Dial-A-Poem‘ brings users ecstatic language on the go on their mobile phones.

32) Mastering Pinterest. Zoos and Aquariums mastering Pinterest? With 2,073 followers and counting, the Monterey Bay Aquarium is rocking the repins. Here’s a list of some of the early-adopting museums that hopped on this online platform first.

33) Interactive online tours. Can’t make it to Amsterdam? The Secret Annex Online allows you to take an interactive tour of the Ann Frank House.

34) Wikipedians supporting museums. The GLAM-WIKI project supports GLAMs (galleries, libraries, archives museums) and other institutions who want to work with Wikimedia to produce open-access, freely-reusable content for the public. Like the idea behind Wikipedia, the GLAM Wikipedians themselves are transparent, accessible, and highly-connected as they help lead institutions into an age of open authority. Proof of their connectivity? A picture I took of this group during a dinner together at AAM2012.

35) Using personal branding to promote the museum. Many ZAMs have staff members, CEOs, and other leaders with a strong social media presence. Here’s why your museum needs you to have a personal brand and here’s a look at two museum CEOs blowing it out of the water. Some of my other favorites are ZooKeeperRick of the San Diego Zoo, Anthony Brown of the San Francisco Zoo (who is also doing a great job showing us his role at the zoo on Instagram), and Dr. Lynda Kelly of the Australian Museum.

36) Using the web to keep folks posted while the museum… um… moves. The Guggenheim Museum launched the BMW Guggenheim Lab which is a moving mobile laboratory traveling to nine major cities worldwide over six years. The main way to follow it and keep updated on this cool initiative? The web. 

37) Asking the public for strategic direction.  The Smithsonain put out a call to action on YouTube for online audiences to “Voice Your Vision.” The initiative invited folks to create their own videos and create content to share with the SI. They received many insightful responses, including this one.

38) Let online audiences “dig in” to information that interests them. Speaking of the Smithsonian, this week they launched a new campaign called Seriously Amazing which features an interactive new site that allows users to sort questions thematically and explore topics.

39) Showing folks why they should pay you a visit. XLVI Reasons to visit the Indianapolis Museum of Art are right here. 

40)  A completely crowd-sourced exhibit. The Walters Museum just finished displaying Public Property, a participatory exhibit curated entirely by the public. First, the public voted on the title (“Public Property”, then chose the theme (“creatures”), and finally chose which artworks they wanted to see at the museum.

Posted on by colleendilen in Branding, Community Engagement, Education, Exhibits, Marketing, Museums, Nonprofit Marketing, Nonprofits, Social Media, Technology 6 Comments

The Top 5 Mistakes Nonprofits Make When Attempting to Engage Celebrities

Michael Phelps has started his own nonprofit focused on growing the sport of swimming and promoting healthy and active lives.

The Olympics have long come to an end and America has a whole new set of heroes and celebrities with newfound fame and glory. As a marketer, it was almost impossible to watch the Olympics without contemplating the celebrity, ubiquitous sponsorships, and nonstop social media involved in this worldwide event. Perhaps it is because of all this marketing and public relations excitement that celebrity sponsorship seems to be top-of-mind for many of the organizations that I am working with right now.

Though I focus the bulk of my efforts serving the nonprofit realm, my colleagues at IMPACTS do a significant amount of work with the entertainment industry. Operating in both the entertainment and nonprofit sectors comes in handy when these worlds collide. And, when it comes to nonprofits asking for celebrity endorsement or spokespeople, the two worlds often crash! We see a lot of nonprofits going about things all wrong…

Want to know how to increase your chances of getting noticed? Here are five mistakes that nonprofits often make when reaching out to celebrities and what you need to understand when considering your ask:

 

1) Understand that being a nonprofit is not unique.

When asked why they think celebrities will consider taking part in an event, many nonprofit folks seem to respond, “because it’s a good deed. We are a nonprofit!” I hate to be the bearer of bad news, but your organization is probably not the only one asking for a celebrity’s time and energy in the name of social good.

Many big celebrities receive several requests for services each day. This includes requests for pro bono work from nonprofit organizations, asks for appearances at reduced rates, requests for time and even for donations. Nonprofits generally over-estimate the uniqueness of the opportunity for a celebrity to align him/herself with a social mission. Celebrities can do this without your nonprofit (many simply start their own foundations or nonprofits). This needs to be understood in order for your nonprofit to make a compelling ask.

 

2) Immediately articulate the return on investment in terms that matter most to the celebrity (not to you).

When reaching out, come knowing the details and exactly why your mission fits with the celebrity’s mission and overall brand persona. Don’t lead with the “charity” card, lead with the “fit” card (though charity might be an element of that). Ask yourself, “how can we help the celebrity do what they care about?”

One of the biggest mistakes that nonprofits make is assuming that A and B are the same circle. (“How could this celebrity not care about youth homelessness?!”) Even if a celebrity – or any person, for that matter – cares deeply about your cause, they are not your nonprofit. They have their own story, connections, and attitudes toward the cause. Successful organizations will do diligent research, find out where passions cross, and make an ask or create an event that caters to that unique focus. They make sure there’s a good fit so they can make the right ask.

 

3) Do not overestimate locality.

In the connected world that we live in today, celebrities don’t “belong” to any single place. In fact, they often strive to be a global brand. Understand that when asking a celebrity to do a hometown event, you should do your research to be sure that the celebrity actually is actively involved with or maintains connections to that town. While having the “hometown” card (or a similar location-based affinity card) in your hand may be helpful, don’t overestimate it as a driving indicator of fit.

 

4) Know that your nonprofit lends credibility, not reach.

Many (mostly larger) nonprofits misunderstand what they bring to the table by trying to bait celebrities with statistics on reach. If you try to encourage engagement by saying, “our museum has 1.5 million visitors annually,” to a celebrity who had 4.5 million people see their movie last weekend alone, then something is wrong. Already, Olympic swimmer Ryan Lochte has sponsorship deals with Speedo, Gatorade, Gillette and Nissan that place him at the center of their respective global marketing campaigns…not to mention 1.1 million eager Twitter followers of his own!  Celebrities have reach. That’s likely a large part of the reason why you are contacting them in the first place.   Moreover, they often are “handled” by their own Dream Team (of sorts) of A-List PR and marketing experts.

However, many nonprofits do have something that can be extremely valuable to a celebrity that isn’t always capitalized on by the organization when making an ask – credibility. Celebrities that align themselves with authoritative nonprofits choose to align their respective brands with reputable, trusted endorsers. For celebrities with causes that they greatly care about, this can be a big driver of engagement. In sum, understand that reach is what your brand is getting and authority and credibility can be a powerful thing that your brand is giving.

 

5) Make it easy to say “yes” and understand that if you are requesting their skill set, you should offer to pay them.

While time is indeed money, asking a celebrity to work for free is still different than requesting an appearance. For instance, if you want to hold a concert with a well-known musician and sell tickets as a fundraiser, you should generally expect to pay the talent. In a few instances that I’ve witnessed, the celebrity has declined the fee and/or donated back the fee. However, even if they don’t demonstrate such largesse, nonprofits must understand that it is not their right to a celebrity’s free talent.

Also, it is critical to understand that big celebrities get many, many requests (paid, unpaid, nonprofit, for-profit) every day. In order to be considered, you must have your ask well articulated. A celebrity’s publicist is not your nonprofit’s party-planning committee and they don’t want to be. Make it easy for the celebrity to say “yes.” If you come in having done your research and knowing exactly what you want and what you can offer in return, you’re saving time and increasing the likelihood of engagement.

 

In sum, do your research, be thoughtful in your ask and approach, and don’t overestimate the power of any potential surface fit (your status as a nonprofit or your location, for example). Like attracting donors, you need to know what drives the person and not just want their brand is, but what the celebrity wants their brand to be. Have an idea of how you can help the person get there.

Posted on by colleendilen in Community Engagement, Management, Marketing, Museums, Nonprofit Marketing, Nonprofits, Words of Wisdom 1 Comment

Open Authority: 3 Reasons Why You Need To Incorporate it Into Your Nonprofit PR Strategy

Incorporating an “open authority mindset” into your nonprofit’s PR strategy may be increasingly critical for remaining relevant, cultivating evangelists, and achieving your social mission. Here’s why. 

The Smithsonian New Learning Model is based upon open authority

For museums and information-based nonprofits, giving up control of authority can be a challenge in this day and age…but we already know this. Museum and nonprofit communities have focused energy on discussing radical trust, or the confidence (or lack thereof) that any structured organization has in empowering online communities.  Best practice evolution dictates that a successful PR strategy must no longer dwell on self-focused radical trust. Instead, we must look outward to mirror organizational best practices and incorporate open authority.

Radical trust is an “us problem” and thus, it is irrelevant to our constituents and potential donors.  It deals with the confidence that organization leaders have had (or haven’t had) in opening up their brands to contributions from online communities. Yes, it’s an issue to be named, but it’s not a solution.  Open authority is the goal – and it focuses on neither organization nor constituent, but both as one. And achieving this goal may be critical to organizational success.

What is Open Authority?

Open authority is a new model in museum authority proposed by Lori Byrd Phillips in which a museum’s authority is (as it sounds) opened up to broader audiences and created with help from the public on open platforms.

Open authority is what’s happening with the merging of museums (places of authority) and the open web, which allows for the location-independent contribution of information and “outside authority.” In a nutshell (in my own words): museums and information-based nonprofits may be forced to embrace the spread of authority. Organizations that embrace this model may reap the benefits of remaining top of mind, maintaining long-term relevance, and may better pursue their social missions.

Examples of Open Authority in Action

  • Wikipedia: At the time she proposed this model, Lori Byrd Phillips was the Wikipedian in Residence at the Children’s Museum of Indianapolis and was therefore specializing in an open platform that is perhaps the easiest example of open authority. On Wikipedia, folks from the open web weigh-in, make changes, and lend their own knowledge to topics. But open authority is not just about engaging off-site. In October of 2010, the Brooklyn Museum included Wikipedia into their exhibition on women and pop art, Seductive Subversion. The museum offered iPads throughout the gallery, and encouraged visitors to check out Wikipedia pages on artists featured in the exhibition. This was a collaborative effort between the museum and the open web, as museum employees joined the Wikipedia community to edit and fill out pages prior to the exhibition. This melding of information displayed the Brooklyn Museum’s willingness to “open authority” to the public and integrate that knowledge into their brand. Here’s the cool thing: within the exhibit, Wikipedia was actively consulted. Of the 32,000 visitors to the exhibition, there were roughly 12,000 sessions of one or more visitors consulting Wikipedia pages on the iPads. They were used for an average of 10 minutes at a time with an average viewing of 11.18 articles.

 

  • Crowd-curation: But open authority doesn’t exist solely on Wikipedia, either.  Now, Lori Byrd Phillips and the Children’s Museum of Indianapolis are conducting an interactive program called 100 Toys (And Their Stories) That Define Our Childhood in which online audiences can vote for their favorite childhood toys in order to unveil a ranking of popular winners. In other words, the public is creating an authoritative list – and the museum is facilitating its creation.

 

Here are 3 important reasons to immediately integrate open authority into Your PR strategy mindset:

 

1. It helps you achieve your social mission while heightening credibility and increasing reputation, which is a key driver for visitation.

Eric S. Raymond summarized his “the Cathedral and the Bazaar” theory on open source software with this quote: “given enough eyeballs, all bugs are shallow.” Getting more eyes on problems helped solve them more effectively and efficiently. This is the entire premise behind the celebrated open wiki for web and new media strategy by the Smithsonian Institution. On the site, the SI explains, “we have really smart people here, but compared to the community of external experts we’re a tiny, tiny group.” Opening up authority is likely to make your organization more – not less – authoritative because you are channeling all experts, not only those on staff. This may serve to increase credibility and reputation – a driver of attendance to visitor serving organizations.

2. It allows your organization to connect with Millennials by personally engaging them with your brand… while showing the importance of your mission.

Open authority plays on many of the best practices for marketing to Millennials – your next generation of stakeholders, visitors, donors, and constituents. Open authority creates buy-in and allows audiences to participate. And while contributing, audiences become better acquainted with your mission. For instance, if you are an aquarium promoting conservation and allowing others to contribute tips for living a green lifestyle, then you are allowing participants to be evangelists for your cause and personally align themselves with your mission. And we Millennials like that. Consider the following statistics:

  • 66% of millennials will recommend products/services if the company is socially responsible
  • 83% of millennials will trust a company if it is more socially/environmentally responsible
  • 74% of millennials are more likely to pay attention to a company’s message if the company has a deep commitment to a cause

An open authority mindset is critical for connecting with millennials. Start building those connections now.

3. It leverages online participation in order to raise awareness of and amplify your social mission.

Anyone can contribute in the era of the open web. It’s not a matter of “if,” but a matter of “how” people will use this opportunity to connect with other individuals and spread messages virally. Everyone can have his or her 15 minutes of fame in this day and age. ZAMs and other nonprofits will benefit by leveraging these 15 minutes of fame by offering folks opportunities to contribute to the museum’s authority. Let people share your message – especially since word of mouth and social media are particularly effective marketing tools. Give them a productive way to lend knowledge online and they just might take you up on it. If they do, your own organization stands to benefit in the long run.

Issues regarding radical trust will not evaporate – nor should they. However, focusing on open authority instead of the self-oriented issue of radical trust is likely to take us farther as a sector. Open authority looks outward and focuses on how to, indeed, “open authority” to the public.

A good leader knows that he cannot do it all, and must receive help from his team to reach his goals. So, too, must museums and nonprofits increasingly work with their team of the broader community in order to best remain relevant, maintain financial support, and pursue their social missions.

Posted on by colleendilen in Big ideas, Branding, Community Engagement, Generation Y, Marketing, Museums, Nonprofit Marketing, Nonprofits, Public Management, Social Media, Technology, The Future Leave a comment

The Importance of Social Media in Driving People to Your Museum or Visitor-Serving Nonprofit (DATA)

There’s a lot of conversation about the ROI of social media and confusion about how to explain its importance to executive leaders. Need help? Here’s some data behind how social media drives attendance to visitor-serving organizations (zoos, aquariums, museums, botanic gardens, theaters, etc). The research provided here is courtesy of IMPACTS.

It’s as easy as 1-2-3 (or, rather, the transitive property in mathematics):

1. Reputation is a major motivator of intent to visit

The above data indicates the index value (i.e. the relative importance) of select factors (“utilities”) that influence the market’s decision to visit a visitor-serving organization (VSO).  The way to consider this data is that utilities with index values greater than 100.0 bear a proportionally greater “weight” in terms of how the market makes its visitation decisions.  In other words, a factor such as “schedule” with an index value of 203.5 is roughly 2x more influential in the decision-making process for a high-propensity visitor than is a factor such as cost with an index value of 100.4.

The US Composite data represents the overall US population. The High-Propensity Visitor (HPV) data shows the index value for folks who possess the demographic, psychographic and behavioral attributes that make them most likely to visit a VSO.  In other words, by collecting data about actual visitors to VSOs, it is possible to develop a “profile” of the types of people who are most likely to visit a zoo, aquarium, or museum.  In the end, every individual organization will have its own, specific list of weighted utilities that indicate the attributes of its visitors – but for the purpose of this example, the HPV utilities and index values indicated here are an average for all likely US visitors to visitor-serving organizations.

It is clear to see that for the overall US population and high-propensity visitors alike how important “reputation” is to your market’s overall decision-making process.  In fact, only “schedule” rates higher in terms of influence on your market.  (“Schedule” summarizes not just factors such as your hours of operation, but also factors such as how your offerings align with considerations such as school and work schedules.  It may sound obvious, but if your organization isn’t conveniently accessible for your audience during its preferred days and hours, then you are risking your visitation potential.) And, while special events are an important driver for the US composite market, they are less influential to the HPVs (which represent the market segment where VSOs may benefit by targeting the majority of their marketing efforts).

2. Social media drives reputation

So we know that reputation is a major driver of visitation. But, what, mathematically, comprises your reputation? The answer is a little bit paid media (e.g. advertising) and a lot bit of reviews from trusted sources (particularly word of mouth and earned media – both of which are often facilitated or made entirely possible by social media). In fact, reviews from trusted resources are 12.85 times more influential in terms of your organization’s reputation than is the advertising that comes out of your budget.

3. Thus, social media is a driver of visitation

Social media and online engagement positively contribute to your bottom line by enhancing your reputation, which is a significant driver of visitation.  Critically, it is almost impossible for an organization to quickly and efficiently overcome negative reputation perceptions.  So, not only do social media and other forms of online engagement help boost your bottom line, they are also wonderful risk mitigation tools that keep you connected to your audience.

Interested in updates regarding nonprofit marketing and best practices for online engagement? Check out my Facebook page!

Posted on by colleendilen in Branding, Community Engagement, Management, Marketing, Museums, Nonprofit Marketing, Nonprofits, Social Media, Technology 3 Comments