The next stop on my journey to discover how social media is impacting AFP member organizations and whether it is helping to raise dollars was at Metropolitan Ministries. There I had the pleasure of talking with Justine Burke, Director of Marketing, and Jim Alexander, Digital Marketing Coordinator.
Marketing Mayhem
You might be wondering why I was talking to the marketing department instead of the fundraising department. And if you weren’t, I was! It turns out there is a very good reason for that. Justine explained that she sees a shift where development and marketing are beginning to merge. She likens the change to when IT and development became bedfellows.
It also begins to make more sense when you realize Metropolitan Ministries is a direct mail marketing powerhouse. And it works. At least half of their online donations come as a result of direct mail. But what does all this have to do with social media? Plenty.
Especially after talking with Justine and Jim, there is one adjective that instantly pops into mind when I hear Metropolitan Ministries – discipline. The merging of marketing with development has created an extremely disciplined approach to all of their fundraising efforts. For Metropolitan Ministries, social media is integrated with and invested in just like other marketing channels.
For the past four years, Metropolitan Ministries has been active in social media. They have merged all of their marketing and fundraising messages, including social media, into overarching themes that reflect Metropolitan Ministries’ mission and vision. Their core themes are faith, love and children. This way, no matter what is happening, it all matches the same theme.
Instead of shopping for an engine, tires, and body, you get to shop for a car. Instead of being confused by a different event, mail appeal, Facebook page or newsletter, you give to Metropolitan Ministries.
Discipline
This kind of coordinated messaging takes discipline and planning. But Metropolitan Ministries also tracks, measures and evaluates their efforts. Every time someone clicks the donate button on their Facebook page they know it. It’s not enough to push content even when it is coordinated content. You must be able to determine what works well and what doesn’t work as well.
Coordination and evaluation requires that you stay ahead of the messages and be proactive instead of reactive. Not an easy task, but it does explain Metropolitan Ministries’ success!
Does social media raise money? Yes!
Social media is not a magic fundraising wand, but when there are clear objectives for its use and methodical and consistent messaging, it works successfully together with other fundraising efforts.
Want to see Metropolitan Ministries’ social media in action? Click the links to connect:
Facebook Twitter @MetroMinistries YouTube Pinterest
P.S. Time Sensitive News!
The Nonprofit Leadership Center of Tampa Bay is hosting a Development Professionals Forum 11/1/12 9-11am on…SOCIAL MEDIA! Specifically, what role does social media play in development are what are the best ways to use it? Register today for only $15 by visiting http://www.nonprofitleadershipcenter.com/event/DPF110112.
Other Posts of Interest
Social Media and Fundraising: Tampa Metropolitan YMCA
Social Media and Fundraising: The Florida Aquarium
About the Author, Jen Filla
Jen Filla is a roving reporter on the AFP Suncoast Communications Committee. She is also president of Aspire Research Group LLC where she works with organizations worried about finding their next big donor, concerned about what size gift to ask for, or frustrated that they aren’t meeting their major gift goals.