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Use Social Media to Reel in Big Fish Donors Guest Post By Geri Stengel, Ventureneer

Note from Beth: We know that social media can bring in the small dollar donors, but what about larger gifts?  This is a question that was answered in a study from 2009 and the answer is yes. Find out how one successful nonprofit leader does it.

Many nonprofits already use social media, including mobile, to raise money among individual donors. Small donations add up, as Mark Hanis found. His first Facebook campaign raised $250,000 in 2005 for Genocide Intervention Network, now known as http://endgenocide.org/.

But few nonprofits use social media to build relationship with potential Big Fish donors. Yup, you can target and build these important relationships by engaging with them through LinkedIn, Facebook, and Twitter. The relationship starts online, but the “ask” happens offline, perhaps on the phone, but most likely face-to-face.

Building these relationships is hard work but the benefits are enormous. Effective social media outreach takes at least 25 hours of staff time per week, according to the Ditch Digital Dabbling research report. Hanis has tips for those willing to undertake the task, based on his experience as head of the Genocide Intervention Network:

1. Identify prospects using the 990s of nonprofits with a mission similar to yours. Who are their big individual donors? They are likely to care about your cause, too. It’s easy to find nonprofit 990s at  GuideStar.

2. Research which social media these major donors are using. Hanis found that millennials are more likely to use Facebook while Baby Boomers like LinkedIn. Engage with a prospect using the social medium they use.

3. Learn their areas of interest and how engaged they are in your cause. The more you know about an individual, the better able you’ll be  to engage them. Both free and fee-based resources to find out more about them are plentiful online. Check out Going Beyond Google to Find and Research Donor Prospects for a list of websites that Maria Semple,  The Prospect Finder, suggests for getting started.

4. Engage on an ongoing basis. Cultivating a prospect is not a one-time event. Use social media to engage in a dialog. Get to know the prospect and build a long-term relationship, just as you would in person.

5. Coordinate all internal efforts. All departments of the organization need to know what the other departments are doing.

An organization dedicated to “never again” a genocide — such as those in Europe, Cambodia, Rwanda, Bosnia, and Darfur — must raise awareness and advocate with as much energy as it raises money. Each department needs to know when the others are contacting a prospect and what they are saying. Too many contracts become irritating. Conflicting statements become confusing. Work together to build a solid, consistent message.

Genocide Intervention Network used  Salesforce, which has a robust contact management system, to keep everyone in the loop about interactions with major prospects.

6. Reach out. It’s always best to get an introduction even if you have a relationship through social media. Who do you know who knows the prospect and are they willing to make an introduction? The introduction can take place online. LinkedIn makes this particularly easy to do. However, you can always go old-school and coordinate through email or phone.

Don’t know anyone to make the introduction? No problem. Cold calling or emailing isn’t as hard as you think when you share a common interest and your name is already recognized from online interaction.

Hanis will take his experience cultivating Big Fish donors to the new organization that he is forming, Organ Alliance. Keep an eye on it. When you want to know how to do something, follow the lead of someone who does it well.

And now, we interrupt our regularly scheduled programming of mobile and social startups to bring you an urgent and breaking news announcement: a bass fishing startup.

Mystery Tackle Box, which launched last week, is an online subscription service that sends customers 3-5 unique lures per month. Customers can sign up for month-to-month for $15 per, or commit to three, six or twelve months with lowering prices down to $13.75 per month. With around 200 subscriptions, the company has generated $3,000 in revenue in their first week with little to no marketing.

Why is it important? CEO Jeremy Gwynne and advisor Ross Gordon quickly pull out the stats, excitedly explaining that it’s a $45 billion dollar industry (that’s 45 Instagrams!!) with over 40 million fishers in the U.S. alone. But scores of others have tried to target the very same market and failed. Can Mystery Tackle Box penetrate this top-heavy market, dominated by giants like Bass Pro Shops and Dick’s Sporting Goods?

The company is the brainchild of Gordon, founder of Craftjack and Tribe9 Interactive. Growing up fishing in Minnesota, Gordon says he came up with a lot of great ideas while on the water, one of which was Mystery Tackle Box.

“I asked myself, what type of service would I want to use?” he explains. “Fishing is something I don’t have a lot of time to devote to. There are hundreds of products out there to use and I don’t know which to use.”

Mystery Tackle Box’s video, which really gets awesome around 0:56 .

Gordon started building out Facebook pages for various, specific interests and finding ways to monetize them. His “Bass Fishing Favorites” page attracted 80,000 likes and he realized he could drive traffic to Mystery Tackle Box from there.

But Gordon is too busy with his other companies to run Mystery Tackle Box and needs to be limited to an advisory role. He found the perfect CEO in Gwynne, a lifelong angler who started fishing in Florida at five years old, who had a technical background and management experience from years at a large IT consulting firm.

“With any startup there’s a huge risk in jumping on board,” Gwynne tells me. “I weighed my options. I’ve been a bit burnt out in the IT consulting world. Fishing is my passion so it felt like a good fit.”

Gordon says they eventually hope to exit by being acquired by one of the bigger retail-side players in the industry, like Bass Pro Shops or Dick’s.

Reel in. Did you get that one?

The Gillmor Gang — John Taschek, Robert Scoble, Kevin Marks, Keith Teare, and Steve Gillmor — watches helplessly as robots briefly take over the show. As investors reel from the backwash of the Facebook IPO, Microsoft chooses the moment to start pushing Windows 8. The Gang is underwhelmed.

Also: Missing Steve Jobs at the D conference, liner notes on the way to Spotify, and another round of Google Glasses from @scobleizer. The thing is, we want to give permission to be interrupted, not beg for restoration of a clear view. Even when we don’t talk push notification, we do.

@stevegillmor, @scobleizer, @jtaschek, @kteare, @kevinmarks

Produced and directed by Tina Chase Gillmor @tinagillmor

We will start posting about the coolest agency showreels. If you have one then send it to us at teamadverblog @ gmail . com.

The first off the blocks is Stink Digital’s reel. Pretty cool

If you’ve worked in the world of freelance video production for more than a few years then you know what a nightmare it can be to get new clients.  Luckily the days of having to mail out DVD copies of your reel are over, as everything has moved online, but getting new work can still be a challenge.
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New Career Opportunities Daily: The best jobs in media.

Why do I feel like Dan Wieden and crew have a not-so-secret deal with the White House to promote American values in this time of trouble? Probably because it shows in the agency’s reel.

Clearly, bailing out Wall Street and Detroit’s automakers was a political act; therefore, reshaping those brands is an also a political act, to some degree.

Here’s the original ad from Hal Riney that this new Clint Eastwood for Chrysler spot emulates:

And here are two other recent pro-America messages, brought to you by a big American brand and Wieden + Kennedy:

Understand, America and American brands need an awesome cheerleader, and I’m glad that W+K is doing this kind of work, because it’s not a job for hacks.

It should be noted that W+K also beings its pro-America, pro-poetry lens to the state of Oregon. Have a look:

Previously on AdPulp: Despite Massive Under-Employment, “We Are All Workers” | When It Comes To Muscle Cars, U.S.A. Doesn’t Tie

While boosting green credentials can make a brand more attractive to consumers, cost savings can also result from a sustainable approach. German company Keienburg GmbH has developed an example of such an innovation with a can made of cardboard for carbonated drinks manufacturers, that enables both a greener and cheaper production process.

As reported by Packaging Europe, the patented multi-layered cardboard — launched at the end of 2011 — was developed to be suitable for most canned beverages, including beer, fruit juice, coffee and carbonated drinks. Keienburg supplies the complete can body production unit — a board reel and can top and ends — to beverage manufacturers who produce the cans directly at the filling lines. Current filling lines will only require small modifications to use the new material, which is cheaper to produce than aluminium and without the high transportation and storage costs of empty metal cans. A cardboard reel 4 x 0.5 feet will produce approximately 4,000 cans and will reportedly save drinks companies up to 30 percent in production costs. Consumers also benefit as beverages stay colder for longer in the cardboard container.

Simply being greener may not be enough to give your brand market stand-out, but taking an eco superior approach can result in better functionality, efficiency and savings. How could you satisfy consumer demand with an earth-friendly and cost-saving solution?

Website: www.betonwerkkeienburg.de
Contact: www.betonwerkkeienburg.de/?page_id=626

Spotted by: R Steinberg

Related Ideas:

1. eBay develops reusable shipping boxes, with a story
2. Plastic bottles for carbon-saving wines
3. New packaging prolongs shelf life of bananas

Both classic and hilarious moments are in this video blooper reel that sprung from our Take 10 Author Series—exclusive, 10-minute webcasts with leading authors in marketing and business. These otherwise quite serious business book authors—including Nancy Duarte, Sally Hogshead, Guy Kawasaki, David Meerman Scott, Mignon Fogarty, Sandy Carter, Brian Solis and Mitch Joel—show a lighter side in these outtakes shot in various locales around the United States.

This is the stuff of outtakes,  the stuff that was cut during the editing process and not included in the final released version, but that is nonetheless too great not to share.

A few of my favorite moments:

• Sally Hogshead describing reading in bed (and pointing out the unfortunate mishaps that sometimes happen there)
• Guy Kawasaki’s favorite FAQ about his book, Enchantment
• Practically every scene with the always-classy and (here, anyway) understated David Meerman Scott

Check out the video below, and then check out all the authors who are part of this special MarketingProfs Take 10 Author Series —which also includes NY Times bestselling author Dan Pink—here.

Our quick, actionable Take 10s are one of the many benefits of PRO membership. Upgrade to PRO at 40 percent off with the New Year’s code MOTIVATE.

If you’ve ever wanted to share the best parts of a YouTube video and not the whole thing, Snipreel allows you take small snippets of a video and share your own highlight reel. More »

Molly Wood, Video host at CNET, speaks to iMediaConnection about how advertisers can go about working with Google, Facebook, Amazon and Apple.

Wood has some nice zingers in this reel. For instance, about Apple’s closed systems she says, “Apple is in charge and you will definitely feel it.”

She also says, “dealing with Facebook as an advertiser, is sort of like dealing with a toddler. So it’s going to be a lot of work and patience.”

“Amazon is interested in customers, not partners,” she says, which makes them hard for advertisers to work with.

Wood’s favorite of this new media bunch appears to be Google, thanks to “all their data.”