Social Media: Be Social, Not Stagnant

By | Engagement, Industry, Online, Programs | No Comments

I’ve been watching nonprofit activity on social media for a while now, and have observed something worth noting.

Many are suffering from a case of mistaken identity. They are using social media to promote the organization via social media. An organization is not social. Its people are. That’s where the mistaken identity comes in.

Those organizations who have a strong following are highlighting members, the people who make them strong. They are posting personalities, their passion, their contributions, their rewards. That strong following results in great word-of-mouth marketing, brand perception, loyalty, and search engine optimization.

Think about it: social media is about being social. Being social is not new. It happens in our homes, our streets, our stores—and now, online. Social media means the person-to-person connection is happening through new media, like Facebook, YouTube and Twitter.

This just in: Your community will engage with people over programs. Giving your members and volunteers a green light (or incentive) to engage in social media on your behalf is a strategy worth exploring. It’s much easier to “like” a person you can identify with than a faceless organization.

You serve a community of vibrant personalities, many of whom are committed to you and your cause. They have friends. Encourage them to move from “wallflower” to posting on your Facebook wall. Hold photo and video contests that you have the right to publish. Comment on their achievements.

I’m working with Membership and Marketing guru, Lori Swann, and YMCA Membership Director, Greg Lee, on a session at the upcoming NAYDO conference called “Make Your Members/Volunteers Rock Stars: Using Social Media to Deliver the Mission.”

Looking forward to great continued conversation on how to give our customers a social media identity that can’t be mistaken: a strategy that centers on individual impact over program promotion.

April Benetollo is senior vice president of market strategy for Daxko.

Make the Most of Your First Impression

By | Customer Experience, Engagement, Industry | No Comments

Meet Gabby. She’s my 5 year old Weimaraner and if she’s ever had a bad day I don’t know about it. She’s just that happy. Gabby waits for me to come through the door each night with more kisses and tail wagging than a carnival kissing booth. It’s a heck of a welcome home and one I’ll never grow tired of.

We’re emotional beings and the tone and mood of people around us can change our experience before we know it.

A new restaurant opened in my neighborhood this week and I couldn’t wait to try it out. I knew the place would be packed and the wait would be long. I expected service to be a little slow and maybe even for a less than perfect menu. All of that should be expected on opening night, right?

What killed it for me was the staff. The place was covered with hostesses, servers, and cooks, and every single one of them seemed to be having the worst day of their life. The food was good and the décor was beautiful, but it was so hard to get past the negativity with the staff.

With some customers we get one chance and one chance only. We have to make a good impression and in so many situations, the staff can make or break the experience. Think about your customers’ experience. Do they receive a warm welcome every time they come through the door like I get with Gabby? Or do they show up with good intentions and realistic expectations only to interact with a staff that clearly doesn’t want to be there and doesn’t really care if your customer is there either?

Companies and organizations that don’t put a strong emphasis on an excellent customer experience will have to fight that much harder to retain customers. The best product in the world is tarnished with a bad customer experience.

Watch your staff interact with members today. Hopefully you’re seeing a lot of Gabbys out there. If so, I bet your customers are having a good experience today and they’re already looking forward to coming back.

Britney Summerville is VP of Daxko Impact Services.

FUNctional Activities

By | Customer Experience, Engagement, Industry | No Comments

Using the stairs has many cardiovascular benefits.

You’ve probably heard this a few times…. But how often do you choose the stairs over the elevator? If you are anything like me, you probably don’t choose the stairs. But, what if taking the stairs was fun? Would you be more likely to take them?! Duh. It certainly doesn’t take a rocket scientist to figure that out.

I recently came across this video and loved how simple this theory rings true. How can you add a little fun to your day? Why not start your morning meeting with a joke or bring a special snack to your team? Try something every day to increase the way you FUNction.

“If it’s not fun, you’re not doing it right.” ~Bob Basso

“People rarely succeed unless they have fun in what they are doing.” -Dale Carnegie

“I never lose sight of the fact that just being is fun.” -Katharine Hepburn

“Fun is good.” – Dr. Suess

Trend Reports & Surveys: Understanding Your Membership Survey

By | Engagement, Industry, Marketing, Trends Reports & Surveys | No Comments

Daxko surveyed 159 associations to understand how they are engaging and communicating with constituents through targeted marketing and data segmentation. How does your association compare?

  1. Outside of name and address, what sort of demographic data do you capture about members and other constituents?
    E-mail address 98.7%
    Phone 95.6%
    Employer 67.3%
    Role/title 16.4%
    Age/date of birth 96.9%
    Gender 96.2%
    Ethnicity 44.7%
    Marital status 57.9%
    Household income 20.1%
    Years in community 2.5%
    Health status 8.2%
  2. What sort of data do you gather to better understand your members’ needs and preferences?
    Their preferred methods of communication 34.6%
    Their reason(s) for joining the association 57.2%
    Their satisfaction with their membership 49.1%
    Their reason(s) for not renewing membership 72.3%
    Their interest in volunteering 55.3%
    Their interest in your association 39.0%
    We do not collect data surrounding our members’ needs and preferences. 5.0%
  3. Do you currently have an operations system or membership database where you keep membership data?
    Yes 91.8%
    No 8.2%
  4. Who are the primary users of the system at your association?
    Front desk/welcome center 94.6%
    Membership staff 95.4%
    Program staff 78.5%
    Child-care staff 40.8%
    Fitness staff 30.0%
    Executives 75.4%
    Resident camp staff 8.5%
    Fund development staff 47.7%
    Other 10.8%
  5. On a scale of 1 to 10, how well does your operations system keep track of membership demographic and preference data?
    1=Doesn’t allow for it at all 5
    2 8
    3 11
    4 4
    5 13
    6 9
    7 32
    8 29
    9 22
    10=Does it exceptionally well 13
  6. How do you use the data that you collect about your members and constituents?
    We use it to tailor our communication to different constituents. 55.3%
    We use it to measure engagement levels. 39.6%
    We use it to structure our dues/fees. 29.6%
    We use it to structure new offerings. 44.0%
    We use it to write grants. 52.2 %
    We use it in fundraising. 69.2%
    We use it to find volunteers. 35.2%
    We do not use this information right now. 10.7%
  7. What are the reason(s) for not using the data that you collect about your members and constituents?
    We are unsure of how to use the data. 18.8%
    We are unable to export the data from our system. 12.5%
    We lack the staff resources to do so. 75.5%
  8. How do you use your facility usage information?
    We use it to determine staffing needs. 53.8%
    We use it to determine program schedules. 53.2%
    We use it to tailor our communications to our members. 25.9%
    We do not use this information. 19.6%
  9. What type of organization is your association?
    Independent 58.9%
    Multiple locations 34.8%
    Other 6.3%

*Note: Percentages may not sum to 100 due to multiple answer choices selected and/or rounding.