Tag Archives: Social Media

Get the social media edge

Wouldn’t it be great to find out what people are saying about you on social media – and record those comments to your CRM system?  … to automatically create new records on your database for anyone who mentions you on Twitter?  … to open a window on a major donor record and see their latest Facebook or LinkedIn update before you go in to meet them?

All of this, and more, is already possible with Salesforce.  And, given that the Salesforce Foundation will donate 10 free licences to any charity that applies, what’s stopping you?

What we like about Salesforce is their innovative, entrepreneurial culture that drives them to investigate technology trends and incorporate them into their software. They’re totally focused on “social enterprise” and, with a large network of developers, there’s always someone looking to build applications to extend the functionality of the product, whether that is an integration for Mail Chimp or a special version of the software for membership management or fundraising.

Over the last 18 months we have watched and learned as the capabilities of Salesforce for relationship building have developed, and we like what we see. As a sales and marketing system it performs excellently – so well in fact that we’ve adopted it for our own business. We think Salesforce offers integration with social media tools on a level unmatched anywhere else.

But perhaps you’re not ready to throw out your current CRM system just yet, after all you’ve invested enormous time and effort to get it to where it is, and switching databases is a major undertaking. Point taken!  So, instead, we’ve worked out a way to leverage the power of Salesforce for social media without having to go through a total system migration. We’ve developed a concept we’re calling Get the Social Media Edge or GiSME for short.

In this solution we build on our knowledge of nonprofit CRM tools and use Salesforce as an “edge” application.  This means it sits alongside your current system and data passes back and forth, keeping you up to date with the latest social media activity so you can make use of this in your relationship building activities.  All the power, with none of the pain.

To find out more about how to Get the Social Media Edge for your organisation, please contact [email protected].


The new era: Social CRM explained

Can you answer the following questions?

  • What is the online profile of your donorbase?
  • What is the ROI of your new media budget?
  • What are people tweeting about your organisation right now?
  • Have you considered using an iPhone app?
  • What % of internet statistics are made up?
  • How do you know what to believe?

Apparently, there’s another e-revolution going on!  Are you up to speed?  Ahead of the curve?  On the bandwagon?  It’s easy to feel alarmed by experts with sensational claims and exciting ideas that don’t seem to relate to the reality of your next newsletter or fundraising event.

But, despite the hype and fads, we believe that online social media does represent a profound change in the relationship between supporters and non-profit organisations.  This is not because the internet is cheaper or faster or funkier than the old methods; it’s because your supporters can get what they need without you!

Despite the theory, under the model of CRM in use by most fundraisers today, relationships are, in fact, geared around the cause and not the supporter.  Think about it; who decides what the key issues are, which people might be interested, and when to launch communications?  But with social networking tools like Facebook, Twitter and YouTube, the balance of power has shifted to your supporters.

In the past, if your supporter wanted to find out about one of your fundraising events, they visited your web site.  If they wanted to complain about you, they wrote you a letter. If they wanted to find like-minded supporters, they phoned and you might direct them to a local volunteer branch. Now, they do all of these things without you even knowing!

Maybe you have already encountered social media and tried it out for yourself?  You probably have your own Facebook page or Twitter account? And perhaps you have identified ways to exploit it for your organisation?  But do you know how this affects all your other fundraising activities?  How does it relate to your events, your campaigns, your service delivery, and all that information in your CRM system?