August 2016

Mohammad Anas Wahaj | 20 aug 2016

Social media provides ease of connecting and sharing information with ones network and communities. Peer-to-peer (P2P) fundraising works towards bringing the supporters and their networks together for financial contributions. Social media can be an effective tool to reach donors and networks to fulfil nonprofit's fundraising goals. Following 8 strategies can be utilized to successfully implement social media into P2P fundraising campaign - (1) Optimize online components - Ensure that all fundraising pages are functional, user-friendly and mobile responsive; WHY: Strong online fundraising gives a positive signal to supporters. Social media is an extension of online fundraising. Having a strong online background is needed to support individual fundraisers that may lack technological expertise; WHAT: A clear, straightforward, and simple fundraising page. A platform that allows individual fundraisers to create their own giving pages. Active social media accounts. (2) Tell a cohesive, simple story - Telling a story about the recipients of your aid is the perfect way to engage with social media while reaching your donors; WHY: Compelling stories add value to your nonprofit. They connect people to people, generating an emotional response that can lead to action; WHAT: An individual or a community to focus your story. An interview with your chosen subject. An accompanying photo. A short, postable format. (3) Use a multimedia approach - Pictures, videos and sound, capture our attention. They offer the user a diverse, vivid experience, one that can connect supporters more directly to the cause; WHAT: High-quality content. A posting schedule. (4) Strategize for each platform - Nonprofits often post the same content to each site with little adjustment. For maximum effectiveness the approach should differ for each platform; WHY: Different social media platforms offer different opportunities for engagement, and likewise, different opportunities to reach your donors in meaningful ways; WHAT: Hashtags. Character-limit copy. The right language. Specific calls to action. (5) Post, share, tag, and like - Active social media presence gives positive signals. It also helps in tracking the online conversations regarding the campaign; WHY: Liking and sharing supporters' fundraising milestones and accomplishments shows supporters that you're engaged with their work and appreciate what they've done for your mission. Posting the campaign's success at regular intervals inspires individual fundraisers to keep working toward long-term goals; WHAT: A social media coordinator. Tracking tools. The rules of operation. (6) Set goals for your fundraisers - Set goals in a way inspires your supporters and anyone who stumbles upon your campaign; WHY: Clearly displayed goal will show the supporters the level of progress they have made and how much more is needed. Similarly, an individual goal establishes each individual fundraiser's role in the campaign. Setting clear goals is the only way for your supporters to meet your expectations; WHAT: Fundraising metrics. Fundraising thermometers. Integrate fundraising goals into user-friendly pages for clear communication at different stages. (7) Provide toolkits to supporters - Right materials and tools helps to keep message consistent and clear for supporters and their networks; WHY: Providing toolkits helps supporters create the most effective tasks. Provide templates to easily relay the message; WHAT: Suggested copy. Images. Suggested posting schedule. Background information. (8) Generate friendly competition - Needed to push the campaign reach its goal within time and even go beyond its goal; WHY: Competition inspires to work effectively with vigour. It's easy for family and friends to get caught up in the fun and donate more to see their own reach the goal and get on top; WHAT: Leaderboards. Badges. Recognition. Read on...

Crowdfund Insider: 8 Social Media Strategies for Nonprofit Peer-to-Peer Fundraising
Author: Abby Jarvis

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Mohammad Anas Wahaj | 18 aug 2016

According to WordStream.com, 'Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI). Understanding marketing analytics allows marketers to be more efficient at their jobs and minimize wasted web marketing dollars. Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends. Despite these compelling benefits, a majority of organizations fail to ever realize the promises of marketing analytics.' It is imperative for marketers to overcome analytics related challenges and bring customers closer to the brands and serve each one of them in the best possible way. Ensuring better data quality, effective knowledge and skills to analyze data, focus and clarity of goals, collaborative approach and creativity, will provide what marketing analytics promises. In KPMG's 2016 Global CEO Outlook, 84% of CEO's indicated their concern about the quality of the data they use to make decisions. Moreover, Forrester Research noted that 58% of the work in a business intelligence initiative is spent on trying to find the right data and integrate it for analysis. Openprise released a study on marketing data management, noting barriers to data management success included - Poor data use/accessibility (54%); Poor data quality (44%); Poor database integration (37%). Study by Ascend found similar challenges to data-driven marketing, listing integrating data across platforms and enriching data quality and completeness as the top two challenges. Finding the right data and analyzing it properly and gain valuable insights is the key to effective data-driven marketing. This requires specialized knowledge and expertise for marketers. eMarketer points to an IAB study that found that 34.8% noted a lack of internal experience at the functional and operational level as a major obstacle to deploying and deriving value from data-driven marketing. Moreover, collaborative approach and focus are other critical factors required to get maximum results. Amar Doshi, VP of Product at 6sense, says, 'Marketing can't operate in a silo if the enterprise wants to be successful at data-driven marketing. It takes a team that includes resources across the organization to work together.' He adds, 'Marketers are also trying to do too much and, as a result, not doing anything well.' The key is to agree on performance goals and metrics. CMO Solution Guide suggests to always be testing and measuring. But in all these processes and focus, importance of creativity should never be forgotten. Robert Glazer, founder and managing director of Acceleration Partners, says, 'Marketing needs to do both, but too often it's choosing the data over creative. Focusing on creative doesn't mean ignoring data. In fact, data plays an important role in directing creative. Incorporating both data and creativity means maintaining a balance between insight-driven ideas and compelling execution. Smart marketers bring their creative team and data geeks together.' Read on...

diginomica: Why do marketers struggle to do analytics well?
Author: Barb Mosher Zinck

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