After an extra long weekend, and some time to wind down and reflect on the work that was waiting for me this morning, it occurred to me that social media has both a breadth and a depth for whatever it is you may need it for.

In my years of working with non-profit/ NGO groups, and in working with committees to create fund development plans, it is clear that there is a parallel process with both fund development planning and social media planning.

At the heart of fund development plans, is the connection with the donors and your organizations’ works. The relationship and that very connection is what encourages people to open up their pocket books to share their bounty with others. Whether it is making a cheque out once a year for $5.00 or $5,000.00+, the donor must feel a sense of connection and meaning with the organization they are contributing to. Just like as consumers, we must feel like we are getting the best bang for our bucks.

A few years ago when I was working with an international charitable organization creating their fund development plan, I was talking with a business woman who was a donor for this organization about some of the key needs to be included in an ask.  This woman has been hugely successful in her company, she is a building developer and has won numerous awards for community service and innovation. Each year for the past 5 or more years, she has also made Canada’s Top 100 Employers and for women in business, she has far surpassed awards for top Canadian power earners for small businesses.

In shifting from the needs of the organization to the needs of the donors I asked her, “What is that one gripping statement that turns you from a sympathizer to a donor?” Her response, “Get rid of the white noise.”. When I asked her what she meant, she explained that her business is flooded with requests for sponsorship, donations, endorsements and contributions. She went on to explain that majority of the places who need support, who need the funding and the money to keep their doors open for very worthy services in their communities, do not know how to ask and they often speak in general terms. She used many examples that left her asking herself, “What does this mean?” She said she intellectually understood what the needs are, but what does it really mean?

This is where social media connects. What is the white noise in your business? My clients’ websites have been overhauled to integrate social media engagement as part of their overall marketing strategies.  They have toned down the white noise about what they are passionate about in their work and created clear messages about what they can offer their clients and consumers.

Pinterest and Twitter are great tools as part of your social business strategy for 2 reasons:

1. Pinterest will provide your clients or prospective donors with a visual snapshot of your brand.
2. Twitter will share the content about your brand with your audience.

In creating your boards on Pinterest, it is important to project to your audience what the intention of your message is- what does it mean?

Then, the beauty of Twitter is that we are forced to clearly speak our key message in 140 characters or less! Twitter is designed for eliminating the white noise in your social business, once your intention in your message is clear.

Suzanne