Non-profits tap Facebook, use tweets to tweak marketing plans - bizjournals:

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“Social media turns our events into an immediate way to reach out to our saidRichard Kelly, Make-A-Wish’s VP and COO. Victoria’ s wish was the 7,000th granted by the Word was spreadusing Twitter, Flickr and diary-style Website updates with photographs, statuds updates and links. Charity and non-profit groupsa increasingly are using social media to augmeng their traditional media and emailmarketingy efforts. Social media allows non-profits to boost contacr and deepen relationships withtheir constituencies, collaboratse with like-minded charities, and become more responsive to community In turn, followers can createw sub-groups that further support the causes.
“sA larger number of donors and supporter s are moving online and getting their reaso n for engagement directly fromthei peers; call-to-action from the organization itself, and seeinh how their actions directly affect others,” said Marvin Dejean, senior VP of new mediaw strategies with POWERi Technologies, a new media marketing firm in “In the new economy, social media drivesx donations. Emotional triggers are the key to influencintgdonation behavior.” Make-A-Wish is not alone. Some organizations are formal in theidsocial media.
Some are more ad hoc as they explore the Eric Stillman, president and CEO of the Jewisgh Federation of Broward updates his Facebook with news about the allied organizations, Jewish events and conventions, and The Federation also has a Facebook group Stillman launched from his personak page. After a the federation page has239 “I’m trying to blene to two together. It’s about the individualo being involved and introducingthe non-profit to people who mightg not be involved with Stillman said. Public relations firm is assistingt in refiningthe group’s message via social media. Tilson PR in Boca Ratojn is guiding new clientSusan G.
Komejn Race for the Cure’s West Palm Beach Chapte toward use ofsocial media, including Tweet-Upse for race runners and survivors. in Fort Lauderdale is using MySpace, blogging and Twitter to help promotee thePACER Center’s National Center for Bullyinbg Prevention and the National Bullyinfg Prevention Awareness Week this October. Social media allowss Make-A-Wish to reach new audiences. Wheree its demographic was oldere women, Kelly found social media deliverw ayounger audience, 70 percent of whom are females between 25 and 34 years of age, he said. Traditional mediw reaches women 40-plus, he adding he hopes social media also will help attractmore men.
Social media also is more cost effective. Facebookm and Twitter are free services. Public relation firm Ambit Marketing adviser Kelly onsocial media, but his team handles all social media posts, investing around 30 minutes a day posting or replyinbg to comments. It makes the conteny “more authentic,” he adding that authenticity willdrive “ more sustained interactivity.” The day in the recordin g studio provided marketable material, whose exposure helps recruit new donors and drives membershilp of some board positions, he