Social media is about authenticity


Brad Feld

Are we real in the online world? No, we are not. According to Brad Feld, managing director at the Foundry Group, most businesses are not authentic in the social space. “A wide number of companies view social media as a business tool and the problem is that they do stuff that’s not authentic,” he said at a panel on social media at the Thunderbird Global Business Dialogue held in Glendale, AZ on November 10-11.

We must be authentic in the social space, says Feld. Offer your expertise, share and give “what you think in your soul and people will find you.” Building domain knowledge and expertise in a field that you are passionate about is critical to excel in this space.

We are at the beginning of ” a 20-year curve,” that is radically shifting the way people interact. Social media motivates people to feed information to the “machine.”  According to Feld, “trying to resist the machine is futile.”

Spend 30 minutes every day trying to gain and share your expertise using online tools.

Charities should care about mobile marketing


Charities should act fast and raise money through mobile marketing. According to Devin Anderson, mobile advertising executive at Google, people will buy more mobile devices than desktops as early as 2013. This holiday, “more people will walk out with a mobile device than a notebook,” he said.

Searches using mobile devices are increasing eight times faster than those  from a personal computer. Anderson suggested the following tips at a meeting organized recently by  AZIMA:

  1.  Mobilize your Web presence: A mobile presence is the newest storefront. Web retailers using mobile storefronts are reporting an 85% surge in consumer engagement.
  2. Set up mobile specific campaigns: Mobile specific campaigns yield higher click through rates. Keep consistent messages.
  3. Think local: One in three mobile searches is local. Nearly 61% called businesses from mobile sites. Google predicts 44% of last-minute searches and store locator terms to come from mobile devices this holiday season.
  4. Use mobile unique ad formats: Drive local and in-store traffic using mobile only ad formats.
  5. Users care about mobile sites: Impatient users will punish poorly designed mobile sites. 61% are unlikely to return if they had trouble, 40% will visit a competitor’s site while 19% will navigate away from the site.
  6. Track and optimize mobile presence

How does this relate to fundraising? Prospects will donate to their favorite causes from their palms. Good charities that design content for thumbs, not mice will thrive. Simple layouts that highlight  impact will attract prospects. Those who don’t will raise less money.