Attracting “influencers” is all the buzz in marketing these days. The practice centers around building relationships with the people who can help build relationships for you. (Think: Kylie Jenner Instagramming a pair of jeans that all her followers then rush to buy.)
Your organization probably doesn’t need to ink a deal with the Kardashians to raise funds for your cause, but cultivating key volunteers with a big reach/audience in your area can be an amazing asset.
If you’re a volunteer manager, building relationships is probably already your jam. There are a few things that you can do to help convert good vibes into social promotion:
Look to your board. These people are likely well-connected in the community, and if they don’t have the active social media presence to position them as “influencers” per se, many are connected to companies with significant followings. Tag the business in a thank you post for their leadership.
Many organizations also form a separate advisory board comprised of younger supporters who might not have the cash or clout, but have a certain level of cache as an up & comer. If an invitation for one of your organization’s events comes from a popular peer, it might have more power.
Try a takeover. If you have a limited staff, it can be hard to decide which social media channels are worth your time. As Instagram gains popularity and functions such as stories, empowering influential volunteers to do a weekly “takeover” can be a way to gain new followers. A selfie serving at one of your events speaks volumes, as people look for a meaningful way to connect. Bonus points if you can enlist a local celebrity / news personality to take up your cause.
Make it easy. Embedding social sharing buttons into your newsletters is a no-brainer. Feel free to point them out more explicitly, with a call to action at the end of the email. “Please use the buttons below to forward this message to five friends you think can help!” “Like us on Facebook to see 25 pictures of last month’s field day.”
Celebrate who showed up. Pictures of real people, engaged in your organization go a long way. Maybe it’s a gallery of gala attendees sent to the local glossy “society pages.” Maybe it’s a simple Facebook post capturing a basic board meeting. People love to see the faces behind an organization – and that creepy recognition technology built into social media makes it easier than ever to put names and networks to those faces. Get permission, snap and share!