Finding Leads (aka Donors) with Social Media

Blogs and other news sites regularly provide guidance and insight on how businesses can improve their social media efforts. As a corresponding resource for the non-profit world, More Donors finds the best and most timely topics to share through a pair of non-profit spectacles. This takes a look at how businesses are using social media to find leads, but reconsidering the practices for finding donors. Previous postings of: Through Non-Profit Eyes.

How to Use Social Media for Lead/Donor Generation:

...51% of Facebook fans and 67% of Twitter followers said they were more likely to buy the brands they like on Facebook or follow on Twitter, strengthening the argument that social media is one of the most important emerging channels for lead generation. - Mashable.com

1) Continuously Point Users to Your Content

Obviously, part of your role in engaging constituents is to provide useful content. Once the content is out there, you need to make sure your collective social media presence directs people to the information. Posting links to full articles illustrating your expertise take the engagement beyond your basic Facebook, Twitter or LinkedIn post. Some good examples from Oxford below:

2) Promote Your Social Presence with Social Links

While this may be from the syllabus to Social Media Marketing 101, it is worth highlighting as part of this topic. You cannot find donors via social media if they can't find your social media landing pages. Good examples from Texas A&M (see lower right of image) and Music Rising:

3) Monitor Conversations about Your Brand and Competitors

You must listen to know how you are being viewed on the medium.

Social media is changing the ways brands approach marketing. Instead of broadcasting messages, brands are starting conversations and engaging individuals.

Tweetdeck, Hootsuite, and other aggregation tools are good for keeping track of various topics.

4) Respond to Customer Constituent Questions and Feedback

You can listen all day, but if you don’t act on your learnings, you will lose an opportunity to generate a meaningful conversation with a consumer that may be considering trying out your brand. Take action when you come across a useful comment, and make sure you clear up any customer questions when they arise. - Mashable.com

5) Use Your Offline Skills

How would you treat a donor who walked in your door with a gift, called or wrote to complain, or asked you to make a case for support? Take those skills and answers and use them as you see questions arise on social media. If you engage and quickly address issues or answer questions, more people will be inclined to take part in your conversation.

What are some of your tips and techniques for using social media for lead generation?

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