Wrong does not cease to be wrong because the majority share in it.

— Leo Tolstoy, A Confession

BURSTING BUBBLES

You’re educated, trained and experienced. You have a plan, you know what to do and you’re on your way. But it’s always worthwhile to take a step back and think. . . am I right? Because sometimes you learn that everything you think you know is wrong. Three examples:

  1. Just because you can measure activity doesn’t mean you know what’s going on.
  2. The way nonprofits do things is the way nonprofits should do things.
  3. Social media is a link in the chain, not the be-all end-all.

Let’s take a second and see what we can learn.
 

I Don’t Know my Online Audience and Neither do You
We can measure so much about our audience. But do we really know anything? Here is an important cautionary tale to never make assumptions and to ground your work online in a holistic strategy that encompasses everything and that always aims at real-world engagement.

What can you do? Get out from behind your desk and get to know your people. Here’s a tip: to understand motivations, don’t ask someone why she made a gift or joined or participated. You aren’t likely to get a useful answer. Instead, try asking her how she felt at the moment of decision. Write down her exact words. Chances are there will be a phrase or thought there that captures a deeper motivation, one you can use to attract likeminded people — your tribe — to your work and your cause.

 

Nine Valuable Marketing Lessons From a Nonprofit
We all have a good idea what effective nonprofit marketing, fundraising and communications should look like. And it’s not like what some slick corporation’s would look like, right? Yet here is an example of a nonprofit so successful that a marketing blog is showcasing it as a model for businesses. This nonprofit uses many of the best tactics and doesn’t look anything like the rest of us. What are they doing we aren’t? Find out and steal it all.

 

5 Guidelines for Improving Your Digital and Multi-channel Marketing
Social media seems like the most powerful tool we’ve ever had. And yet it’s not, and we should allocate our time accordingly. I don’t agree with everything Justin says about email acquisition, but this is a great overview of good thinking about digital strategy overall. How should you balance social media with other tactics? Start with what brings in the most results.

 
Additional reading:
Rethinking Social Media Engagement
Three Big Differences Between Email and Facebook
Outdated Ways of Thinking

 

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