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Social Media Stewardship and Research

Social Media Examiner

Click to reach, “6 Tips to Boost Your Twitter Conversations.”

Social media has become an accepted way to recognize donors today. While some of your contributors may prefer to remain anonymous (be sure to ask), others enjoy being thanked publicly on social media. Smart nonprofit organizations should review their donor lists, ask if their sponsors would like to be recognized on social media, and develop consistent plans to recognize them online. Social media has become an integral component of nonprofit stewardship.

Dictionary.com notes that stewardship is, “the responsible overseeing and protection of something considered worth caring for and preserving.” If you are the steward of the donor relationships for the nonprofit you represent, your job is of paramount importance. While donor “kudos” should not overshadow your nonprofit’s social media postings about your mission, activities, success stories and the like, they should definitely be part of the communication mix. The courtesy of a social mention can go a long way toward recognizing donors and ensuring they come back to support your nonprofit again in the future.

I have noticed some social savvy companies are starting to request a certain number of “tweets” and “retweets” as part of their grant contracts. While I have only seen a few companies stipulate this, I suspect the trend will continue as companies clamor for the attention of nonprofit audiences. And while nonprofits sometimes balk at this, I have found the task is far from odious. But it does require thoughtful planning, calendaring and ongoing curation. And for those grant follow-up reports, be sure to capture your social mentions and include those for even greater impact.

If you have any doubts companies are eager to link arms with nonprofit and social good causes, you might enjoy reading the Public Relations Journal (Vol. 8, 2014), “Corporate Social Responsibility and the Nonprofit Sector.”

“Companies and organizations have utilized a variety of controlled and uncontrolled media to disseminate information about corporate social responsibility efforts, including media outlets, news releases, social media, annual reports, blogs, collateral material, email, company intranet, podcasts, trade shows, sustainability reports, employee newsletters, and websites (Coombs & Holladay, 2012). Research has supported the argument that there is a correlation between communication about corporate social responsibility initiatives and stakeholders’ perceptions of a company, suggesting that effective communication can enhance consumer perceptions (Hong & Rim, 2010), company reputation (Kim & Lee, 2011), and lead to a higher level of purchase intention (Lee & Shin, 2010), among other benefits.”

Nicole Fallon wrote for Business News Daily, “What is Corporate Social Responsibility?” (December, 2014). This quote indicates how important corporate support for nonprofit causes is to acquiring talented employees:

“The next generation of employees is seeking out employers that are focused on the triple bottom line: people, planet and revenue,” Cooney told Business News Daily. “Coming out of the recession, corporate revenue has been getting stronger. Companies are encouraged to put that increased profit into programs that give back.”

Nonprofits should be alert to these considerations and think smarter about their growing importance to the business world. There are many creative and genuinely helpful partnerships yet to be formed! When you prepare your grant proposal, for instance, outline the ways in which your organization could recognize your future partnership(s) through social media. Not knowing entirely what the prospective donor prefers, you might also indicate a willingness to work with its staff to develop a tasteful social media recognition program. And keep in mind, profits from companies are often funneled into private grantmaking foundations; the same concept may be true for foundations.

I share below a few “tweets” and responses from @CAROLYNAPPLETON with sponsors of all types.

Galvanize

Galvanize provides cutting education. Click on the photo to learn more.

Wells Fargo

Wells Fargo provided funding for a video project on which I worked, and I shared a link to my write-up on Carolyn’s Nonprofit Blog. I wanted to thank them, and recognize the many fine employees and philanthropists involved at Wells Fargo at a challenging time in the bank’s history.

BofA

I serve on the Board of a national renewable energy nonprofit. I introduced the group to top executives of Bank of America, and they are now discussing ideas for partnering. This was a supportive “tweet”!

For my colleagues who still believe social media is a waste of time, I share another story about how important being actively engaged online can help you with research and attracting new prospects.

I participated in a sustainability Twitter “chat” featuring representatives of a leading American corporation. The online discussion focused on the company’s sustainability efforts, a topic about which I am passionate. The chat included mention of the need for more STEM-savvy employees, and discussed corporate efforts to support K-12 science, technology, engineering and math education to help young people develop 21st century workplace skills.

SAP

Having raised funding for several nonprofit environmental education efforts over the years, I shared a “tweet” about a particularly innovative STEM nonprofit I thought the company might like to get to know. I was pleased to establish an introduction.

Twitter and other social media platforms are also marvelous research tools. Watching and reading social media postings by prospective and current supporters is not a waste of time. In fact, be vigilant! Do not be afraid to jump into an online conversation and share information about how your nonprofit might be a good partner. Support them during tough times. Learn how they might be changing their funding interests. Attend events they are hosting, and share information they post on your own feed. In this way you will become more knowledgeable, and your relationships will deepen.

Social media stewardship is good for business, and it is good for your nonprofit organization!

This post was originally written in 2015. It was updated in 2017.

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