Multichannel Communications - Management & Tips

A point I've been harping on for some time whenever I speak to groups of nonprofits is the importance of communicating to your supporters the way they want, not the ways you're used to. In other words, while some of your supporters may still be looking for that annual holiday letter in the mail, others want to hear from you on Facebook, or by email, at an event, or even by the old telephone. This is what we mean by multichannel communications.

This guest post is from Madeleine Hammond. Maddie is a marketing executive at Skeleton Productions - One of the UK's leading video production companies. Here’s what She has to say about managing multichannel communications...

Multichannel marketing is not a trend likely to end soon - and for good reason. With the constant evolution of new technologies, new social platforms, and new ways to communicate with your audience, nonprofits are currently able to enjoy a whole plethora of potential communication options. Managing these various outlets however is where things can get a little... messy, especially if you’re a charity doing this on the cheap.

To successfully manage all your data, you really need to understand the information you are receiving. So with that in mind, here are some tips that can hopefully help you in the management of your various channels…

1) (Social) Network, Network, Network!: Now, this one is a biggy. According to studies, email open rates are on the decline with more people of all ages switching to social media as their primary form of communication. This means organizations have to think about not only growing their presence in relevant social networks, but they also have to think about growing their “lists” in these environments—much like you think about growing your email list. The great thing about social media is that - mostly - it is free, and you can reach a ha-uge potential audience with some persistent marketing. Make sure to have Facebook, Twitter & Linkedin profiles for your nonprofit. Managing them is simple, especially if you make use of their mobile features - just don’t forget about them!

2) Don’t Forget About Emails!: Yes bringing emails into the equation after talking about social media’s superiority may seem like a contradiction, but just because it’s not 1999 anymore doesn't mean email appeals are no longer relevant. It does mean you have to get more creative however. An email blast to your entire list with the same plea won’t work - in fact, you’ll be lucky if it gets read at all & not marked as spam. Segment your database & create specific templates for those segments, matching the profiles of your supporters. Always test these groups with various content & measure the response. You can even create filters within your inbox so you can monitor responses more successfully. By creating filters & recipient segments, it is easy for you to keep on top of your email campaigns.

3) Keep Track: Tracking is a crucial factor in understanding how your channels are working for you - If you are not measuring what is working via unique tracking links for your petitions and fundraising pages or using Google analytics, you are not listening to what is working for you and what is working against you. As the ol’ social media saying goes; ‘measure, listen and adapt’. Remember its important to connect and communicate with your supporters based on what you know about them, so track and measure what is working and adapt and adopt appeals to suit your audience needs accordingly.  It needn’t cost you much either, as tools like Google Analytics are free.

4) Have a Strong Profile: Creating a strong profile for your nonprofit is essential in targeting donors and audiences. Creating supporter profiles will also help target your audiences in different channels more effectively. Each customer profile has different needs, and your channel of communication should adapt to that. Different channels should be used to translate different communications to different audiences. This may take time (and some saint-like patience!) but it could make a huge difference to your campaign.

LinkedIn Launches Board Connect Service

LinkedIn, the social network for professionals of all sectors, has just announced the launch of their new Board Connect service for nonprofit organizations. If you're not already familiar with LinkedIn, it began, basically, as a place to post your online business profile/resume and connect with others in your field to grow your network using a "six degrees of separation" model. Other features and refinements over the years have turned LinkedIn into an essential social network for all professions, including active discussions, groups, job boards, and more.

The new Board Connect uses LinkedIn's "Talent Finder" to help you search for professionals with the skills your organization needs. Likewise, professionals interested in board service can search out organizations that meet their interests. Best of all, the service is free to nonprofits (business use of the Talent Finder can cost $1,000).

So, what could be wrong with all this? Well, in one of those active discussion groups on LinkedIn for Nonprofit Professionals, Michael Wyland (of Sumption & Wyland Consulting) says of the service that "the pitch is off-key and reflects antiquated views of board service." Michael recognizes that the LinkedIn service can be beneficial to the organizations that choose to use it, but, he notes:

"Searching algorithyms can get a nonprofit only so far. ... The 'pitch' in LinkedIn's blog makes no mention of governance, board member obligation, legal exposure, and the duties of board service in an increasingly regulated and scrutinized environment. The days of viewing nonprofit board service as an expression of noblesse oblige and an opportunity to network are fading fast, if not already gone."

Terrie Temkin (of CoreStrategies Consulting) replies, in part, that nonprofits "must still do the hard work to vet potential [board members]." She states that this is true, not just of LinkedIn's new service, but of all board matching programs.

I will agree with Mr. Wyland, and add that the "antiquated view" of board service as noblesse oblige and a social activity not only exists within some board matching programs and the well-intentioned attempts at encouraging board service in corporate circles, but within far too many nonprofits themselves.

When I work with boards, I find there can be a very fine line between those boards where the members are comfortable with each other, share outside interests and relationships, but still manage to accomplish the serious business of governance of the nonprofit corporation, and those boards where their shared social situations and relationships stands in the way of good governance.

Often, the one thing that makes the difference as to which side of that line an organization is on is simply good board training. Nobody has ever gone to these boards and explained what their role is or should be on a legal, fiduciary, and ethical basis. They're not shirking their responsibilities; they've just never been made aware of their full responsibilities.

I will also agree with Ms. Temkin, and add that the process of vetting potential board members is a continuous one. It does not start when a member leaves and a seat opens up, but proceeds according to a plan that includes methods of identifying new recruits, the vetting process, suggestions for other volunteer activities until a board seat is open (non-board members may sit on committees, help with events, etc.), and a process for how the full board votes on and welcomes in new members.

Consultants (such as Mr. Wyland, Ms Temkin, or myself) can help your board with both proper training on roles and responsibilities, and with creating a board development and recruitment plan.

If your organization is interested in LinkedIn's Board Connect, you can learn more about it on the LinkedIn blog here, or go direct to the LinkedIn Nonprofits page here. While you're at LinkedIn, you can join my network through visiting my profile here.