Social Media Archives - Helen Brown Group

November 17, 2022 By Helen Brown

Moving to Mastodon

I’ve been on Twitter exactly 11 years this month.

As you may remember, I joined Twitter grudgingly; I’d hired a consultant to advise me about marketing and he was adamant about me joining Twitter. (Heck, he’d even written a book about it). I dragged my feet so long that he finally signed me up himself and emailed me my handle and password as a fait accompli. From that moment on I was @AskHelenBrown.

Okay, I guess I’m AskHelenBrown now, I thought. But I still don’t have to do this. I’m not posting what I ate for lunch or whatever it is people do on here.

But he’d also preloaded my feed with a bunch of interesting accounts in fundraising, and before long I started adding fellow prospect researchers and journalists and news feeds and Jay Frost…and then I was hooked.

Up until 2016 Twitter was largely the place where I got my news, both big-world stuff and the nonprofit sector. For the following four years it was probably my largest source of cortisol, but also still where I found out what I needed to know so I just dealt with the added stress.

I re-shared information about upcoming NEDRA events, learned about articles and tv series I didn’t want to miss, celebrated friends and colleagues’ successes, posted leaning cakes, and lurked reading threads of really smart people talking about the economy, or philanthropy, or business, or just dishing. For breaking news it was unparalleled.

And now here we are. My Twitter feed, when I bother to check it, looks like a ghost town with a lot of ads on the buildings. It’s painful.

Barring some sort of miracle, it looks like the blue bird’s flight-path is going to be Hindenburg-esque.

According to yesterday’s Marketplace “Make Me Smart” podcast, since Elon Musk bought Twitter over a million people have migrated to Mastodon. That’s a lot and also not a lot – people are still figuring out what they want to do and many – like myself – are keeping their Twitter account open just in case that Lazarus-style miracle happens.

On the program, hosts Kai Ryssdal and Kimberly Adams interviewed Robert Gehl, professor of communications and media studies at York University in Toronto. They asked him to give an overview of Mastodon and to explain what federated social media is and how we use it. It’s not overly complicated, but it is very different to how we use Twitter/Facebook/Instagram so it’s worth learning what the differences are.

Even if you’re not thinking of moving from Twitter (or using this kind of resource at all), it was pretty interesting, and also who doesn’t love listening to Marketplace?

Where to next?

So I am going to try out Mastodon.

One thing I’ve noticed already is that, so far, Mastodon doesn’t increase my stress level. Despite having the place to themselves for a long time now and creating a culture of their own, Mastodon long-timers seem really polite and (warily?) happy to welcome this huge influx of people moving in. (As long as we behave ourselves, I’m sure).

I’m still building up connections and finding folks that I enjoyed following on Twitter, but it’s a little clunky to find folks without knowing their handle, so I hope you will come find me there at – of course – @AskHelenBrown@researchbuzz.masto.host.

August 1, 2019 By Helen Brown

Quantifying Crowdfunding: Don’t let perfection be the enemy of progress

A few weeks ago, I received a request from a blog reader:

“I would be interested in an article on the topic of social media fundraising and prospect research. For example, a prospect giving to a Facebook birthday fundraiser for Save the Whales. My understanding is that donations to something like that won’t appear on iWave under the donor’s name because the donations are grouped together. Any ideas on how to quantify donations you may see on someone’s social media account?”

I know that this is a topic that has interested Brent Grinna of EverTrue for a long time, so I asked Brent if he’d be willing to tackle this question. I’m delighted that he said yes! Thanks, Brent, for sharing your thoughts here! ~Helen

$24,000 to monitor the health of honeybees. $10,000 to bring water filters to a girls’ school in Bangladesh. $250,000 to build an educational therapy center for special needs children in a remote area of India.

Each crowdfunding success story is completely unique. What they all have in common is their reliance on a large number of donors giving small amounts…and spreading the word organically.

Crowdfunding has changed the face of philanthropy in recent years and left many traditional fundraising institutions wondering how best to harness its power and mitigate its risks. Nonprofits around the world have successfully launched crowdfunding campaigns to send student groups on mission-driven trips abroad, support a specific research project, or cover a unique, one-off initiative. Many institutions have embraced this uncertain fundraising approach and reaped significant benefits, both for donor engagement and for major gift pipeline.

The authentic, actionable, impactful nature of crowdfunding campaigns is what makes them so compelling. Friends, coworkers, and family are the donor base, and we are intrinsically driven by a sense of community and a desire to join the crowd. Especially if the crowd shares a common commitment to make the world a better place.

At EverTrue, we’ve been especially proud of many of our advancement friends for holding their noses and jumping into the crowdfunding game. In some ways, it has been a counter-cultural move, but so many organizations now have a myriad of success stories on smaller projects and programs that would not have been possible without crowdfunding, with donors that would have otherwise been disengaged (take the University of Oregon, for example).

Now that many nonprofits have embraced crowdfunding and are currently coordinating and managing a number of campaigns, we’re collectively faced with the question of how to identify, quantify, and steward donors to crowdfunding campaigns?

We struggle right alongside our fundraising partners to answer this question. Part of the struggle is due to the fact that many crowdfunding donors choose to be anonymous or donate under a pseudonym. And if the campaign is not managed by an advancement employee who has established a direct link between the crowdfunding software and the school’s CRM, identifying donors is even more elusive.

We may never arrive at the moment where we can identify every person who has donated to a crowdfunding campaign. But, think about this: perhaps we don’t actually need or even want to.

Donors who give to crowdfunding campaigns are exploring a new means of supporting their favorite nonprofit or cause. If they’ve chosen to give anonymously to a small-scale cause they care about, it wouldn’t be donor-centric to move that individual through the traditional donor pipeline by mailing them letters of thanks, adding them to telefund lists, and listing them on the printed donor roster.

Rather than give in to the “Quick! Quantify!” urge, remember first and foremost that these donors are engaging authentically and organically with a cause that resonates with them.

Before jumping to examine crowdfunding campaigns through traditional fundraising lens, fight that impulse. And instead, remain curious. What about these crowdfunding campaigns is working, and what isn’t? How are previously disengaged donors reacting? How many anonymous donors are there? Does the crowdfunding campaign have a defined purpose and impact statement? And, how can these insights inform the more traditional fundraising approaches of our development offices?

The suggestion to remain curious isn’t a decree to sit back and let it all unfold. There are ways to identify engaged donors and begin understanding the crowdfunding donor profile. Start by taking lessons from these campaigns and replicating them in the more familiar and comfortable annual/regular giving space (all with the vision to build your major gift pipeline). Here are some suggestions for that:

Ensure that crowdfunding campaigns are shared on your school’s professionally managed social media sites. Track likes, reactions, shares and comments on campaign posts. Use this valuable data to build insights on crowdfunding donors, and route them to annual fund or major gift portfolios, as appropriate.
Take note of the powerful effect of peer-to-peer fundraising, especially on social media. Who are your social media champions? Which of your alumni, members, friends, patients, etc. are highly engaged on your nonprofit’s social media accounts? How can you earn the respect and trust of these champions so that they can help to spread the word about your nonprofit’s longer-term fundraising priorities by sharing relevant content across their social networks? (Look to Oklahoma State for insights on how they increased donations to the marching band by 40%.)
Do not miss the opportunity to learn about the programs that are being supported by successful crowdfunding campaigns. These are causes, however small, that your constituents genuinely care about. Do your research; meet with campus partners; discover whether there is a program or project that needs longer-term, more sustainable support.
Bring the crowdfunding model to a larger scale. Work with your Development Communications team to create inspiring, relevant content on that program area. Share it across your organization’s social media platforms. Track results. And take action on every engaged constituent. (Does this sound like a larger scale crowdfunding campaign? It should!)

We understand that the fact that we can’t pin down and call every donor to a crowdfunding campaign feels inherently like a missed opportunity. But rather than try to make crowdfunding fit into the traditional fundraising model at your organization, think of it as an incredibly useful pilot program that you can learn so much from. Remember: change is the only constant in life!

We are EverTrue are working closely with Facebook to explore the back-end capabilities of Facebook Fundraiser for gathering useful donor data and insights. There is more to come, but suffice it to say that we look forward to sharing what we learn with all of you!

In the meantime, don’t miss the opportunity to track engagement with crowdfunding campaigns on your nonprofit’s social media pages. But by the same token, don’t spend frustrated hours trying to identify and quantify every donor that made it possible for your school’s a cappella group to travel overseas for a competition. Instead, learn what made this mini-campaign so successful, and replicate it on a larger scale using the well-established resources of an advancement shop. (UVA took this approach and funded two $3M professorships.)

All the while, keep in mind that tapping in donor interests and acquiring donors via targeted campaigns is the first step towards building long-term philanthropic relationship.

Curiosity will build a bridge between the old and the new. Good luck (to all of us)!

Brent Grinna founded EverTrue in 2010. He is CEO of the company, which has 50 employees and is based in the beautiful seaport area of Boston, MA. Brent is on Twitter at @BrentGrinna.

April 25, 2019 By Helen Brown

Alert and Prepared

Not long ago, a client confided to me that she was worried that her major gifts team was missing information about their top prospects. She fretted about a recent instance where information had come to light – six months too late – about a dear donor/volunteer that had sold their company to another for a significant amount of money.

Which, from a fundraising standpoint, we all know isn’t great. You’d rather know about these things in real time, or at the very least within the month.

What was worse was that the client felt like they’d missed the opportunity to celebrate with the donor. Selling their company was an event that the donor had mentioned with delight and anticipation – a new chapter was opening in their life. My client felt like the fundraising team had unwittingly blown it. Congratulating the donor half a year later felt lame and tainted with opportunism, which wasn’t the message they wanted to give. [Read more…]

July 7, 2016 By Helen Brown

Navigating the Changing Landscapes of Wealth & Philanthropy

This week we’re delighted to welcome HBG Research Associate Rachel Dakarian to the Intelligent Edge. Rachel and Elizabeth Roma will be presenting on July 28th at the APRA International Conference in Nashville, TN. I asked Rachel to give us a glimpse into their topic, and now I can’t wait to see the presentation! Follow Rachel on Twitter at @Rachel_Dakarian.

Bette Davis as Margo Channing in “All About Eve.” Her famous line, “Fasten your seat belts. It’s going to be a bumpy night.” Painting by Trevor Heath. Source

Just when, exactly, did the “fasten seatbelt” sign turn on? 2016 has been an unexpectedly bumpy ride so far and we should prepare for ongoing turbulence. You might think we data junkies would be harder to spook after acclimating to the never-ending squawk of the 24-hour news cycle, but the constant stream of real-time information provided by social media continues to simultaneously help and hinder our ability to decipher signal from noise. [Read more…]

January 21, 2016 By Helen Brown

I have no idea what you’re talking about

When I write articles on this blog about topics like last week’s post on the Internet of Things (IoT), I find that, within a couple of days, I start getting Twitter followers by the handful who have the key word or hashtag in their Twitter bio of whatever the topic was.

Some of them I follow back because, well, obviously I’m interested in the topic and they seem to be interested in a lot of things including (in this case) IoT. They might find my mainly fundraising, prospect development, and HNW topics interesting and relevant to their life/work, too. (Or possibly they just like the eye candy photos of my weekend baking adventures). [Read more…]

February 26, 2015 By Helen Brown

Coming Out (Again)

As you may recall, March is Prospect Research Pride Month.

It’s also Development Services Pride, Operations Pride, Relationship Management Pride, and Analytics Pride Month. It’s a time to celebrate each of us who work behind the scenes every day as part of Team Overhead to ensure our nonprofits’ fundraising successes.

Why?

Because there are still misguided folks out there who actually believe that the business of creating a better world can be done with donated chewing gum, dental floss and duct tape. MacGyver may have used that amalgam to fashion an escape from a sticky situation, but you never saw him pulling a million refugees over a border with them. [Read more…]

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