It’s 2023, and you’ve got coaches, influencers, teenage girls, and your mother all raving about how social media is the promised land for networking and making big business connections.
It’s easy to think you might be missing out when you see all those likes and comments flying through cyberspace.
But something is holding you back from going all in to make a name for yourself in this brave new world.
Fear.
Uncertainty.
You wonder if you can really use social media to grow your donor base.
Is it all feast or famine?
Mega influencer or unknown nobody?
Let me stop you there. Because I think that’s where the disconnect begins.
If your goal is to become Bill Gates famous, you might be shooting too high. What would you do with all that influence, anyway? But if you’re aiming to be micro-famous–to connect with a small group of people who are truly passionate about the work you do and the cause you champion–the possibilities are endless. 🙌
So, why the disparity?
Because effective networking on social media is all about authenticity. It’s about who you know, not who you don’t.
Think about it this way:
When you show up day after day, casting your vision, providing value, entertaining, and showing the ways you and your NPO are making a difference, you set yourself up to be a thought leader and a visionary. Your loyal friend base interacts with you, and you interact with them. They share your posts with their friends and followers. And eventually, you have donors knocking on your DMs begging to support your vision.
It’s the non-profit version of The Six Degrees of Kevin Bacon. (Or was it Separation? 🤔)
But, like any great opportunity, there are some basic principles to keep in mind that will define your success or seal your doom:
- Social media is not the place for cold pitches. And, in fact, let’s just do away with the cold pitch altogether. It’s not serving anyone. Any online platform has the potential to turn into a real creepo situation if you make it weird with a cold pitch in an acquaintance’s DMs. Relationships are key. However, on LinkedIn, there are some really useful, techy ways you can find out who is willing to donate to a cause and who isn’t (but you’ll have to listen to this week’s podcast for that info 😉).
- You can’t just talk about the nitty-gritty details of your cause all the time. You have to think about what people really want. And the truth is, they want a variety of things. They want to be inspired, to be educated, to be amused. And, they even want to know how they can get involved.
- You have to get over the fear of offending people. If you want to establish yourself as a thought leader and make deep connections, you have to be willing to ruffle a few feathers. Say things people will disagree with. Believe me, it will resonate with the right people.
- You have to get comfortable with showing your face and telling your story. As a baby ED, I never fully absorbed the ways in which I was the face of my brand. But the truth is, people want to connect with a person. They want to see themselves in your story. They relate to your struggles and your triumphs. Those little acts of bravery build trust.
🎤🎤🎤
On the podcast this week, I’m talking with Tania Bhattacharyya, founder of Lumos Marketing Co, host of Campfire Circle Podcast, and former ED. Tania shares with us her strategy for helping underrecognized social impact leaders build top-of-mind trust and community by sharing their stories on LinkedIn.
This is a super insightful conversation that will give you all sorts of ideas for starting your LinkedIn journey or beefing up your social media strategy while keeping it “lazy on LinkedIn.”
We talk personal branding, algorithms, non-creepy connection ideas, finding your audience AND your soapbox, storytelling, consistency, community building, and so much more.
Tune into the podcast and get ready to take casual notes as we dive into the virtual world of LinkedIn.
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