As you prepare your social media strategies, consider the following tips:

Be authentic in your social media messaging. After all, your institution is competing virtually with other colleges, universities and nonprofits worldwide. Social media messaging should be focused on what your donors want—not necessarily what you believe is most important.
Know that social media generates word-of-mouth support for your cause and can strengthen donor loyalty.
Be strategic in your institution’s posts. Messaging should inform, inspire and engage.
Realize social media’s “live” features will expand. Be smart, strategic and professional in their use. Think like a journalist as you implement in-the-moment features.
Continually update content with fresh, relevant and engaging information. Even a wonderful loaf of freshly baked bread will grow stale if kept on the shelf too long.
Repurpose your best content—including outstanding story profiles, thought leadership quotes, video clips and photos.
In social media efforts, point followers back to the institution or philanthropy office’s website and vice versa.
Use no more than one to three social media platforms and do them well.

Face-to-face interaction will always be the most important and preferred approach to major and principal gift solicitation. Social media, however, can help open the door.

Marc C. Whitt is director of philanthropy communications at the University of Kentucky Office of Philanthropy. He may be followed on LinkedIn (linkedin.com/in/marcwhitt) or Twitter (@marcwhitt).

Instant Insights /

Fundraising ideas: Donor relations in the digital age

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