December 6, 2012

The Facebook ladder of engagement

Engagement leads to trust, which leads to results

Target audience: Nonprofits, cause organizations, foundations and NGOs on Facebook.

John HaydonFacebook is about friendships. It’s about reconnecting with old friends and keeping up with close friends.

Facebook is not about buying things or getting the lowest price. There are already websites for that, like Amazon and eBay.

Facebook is relational, it’s not transactional. Continue reading

May 7, 2010

How to make Twitter campaigns more effective

Twitter-wholefoods
 

The secret: Moving up the Ladder of Engagement

Beth KanterWhole Foods is among those sponsoring a Mother’s Day fundraising campaign on Twitter. Whole Foods is donating a $1 for each retweet of this tweet to support The National Domestic Violence Hotline. I call this type of fundraising campaign the sponsored Tweet approach, where potential donors do not have to open their own checkbooks but instead retweet or use a hashtag to leverage a donation from a corporate sponsor to a charity. One of the earlier examples of this was the HoneyBees Campaign on Twitter sponsored by Haagen-Daaz Ice Cream. (See Juilos Vasconcellos’ analysis.)

With all fundraising and activist campaigns, I think it is important to think of your conversation and messaging strategies in the context of the Ladder of Engagement – whether you are focusing on one campaign or your fundraising campaigns for the whole year.

Twitter-ladder-of-engagement

Think about all the various ways your organization interacts with different groups of people through its communications and fundraising efforts – through social media or other traditional channels. You will no doubt discover that some people engage with you lightly and others will engage with you more deeply. Face it, not every single person your organization touches will have the same level of passion or interest in your program. And, that is not a problem, it’s just the way it is. Continue reading