Communicating with Donors via Alternate, Multiple, and Intergrated Channels

“Social media is free … free like a puppy.”

Yes, it ain’t over on Day One, as Carie Lewis, director of emerging media for The Humane Society of the United States, said at the recent DMA Nonprofit Federation conference.

Lewis said that despite the warm and cuddly feelings that setting up social media can bring, it does take care and attention for quite some time.

Lewis even confessed that the Humane Society’s offline and online systems, programs and outreach do not talk to each other. The organization is changing that, however, because integration is its number one strategy for social media success.

Lewis quoted a comment from a donor who had received a key chain in the mail but considered the organization to be legitimate upon seeing a posting on Facebook.

For the Humane Society, making integration the top strategy means:

* Social media is integrated into all communications plans.

* Every piece of Web content has sharing capabilities.

* Every email is shareable.

* Every page on the organization’s Web site has a link to its social media presences.

* The organization’s home page has a live feed of Twitter and Facebook.

* There are Web site content links to related Facebook groups, events, etc.


How are you using multiple channels to communicate with your constituents?

About Gary Coiro

Nonprofit & Church Leader Nonprofit Leader and Consultant since 2004, following 15 years as a pastor. Competencies include board development, fundraising, staff development and management, strategic planning, church work, Bible teaching, and capital campaigns. Currently consulting and serving on the Church Ministries Management Team for a large multi-cultural evangelical church.
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