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How to Use Social Media to Boost Response the Way Nonprofits Do

April 1, 2011  

You've no doubt seen the reports of organizations like the Red Cross blasting their response rates through the roof by seeking on-the-run mobile donations. But that's just part of the nonprofit social-media success story.

The Dragonfly Effect, a book by Stanford University marketing prof Jennifer Aaker and marketing strategist Andy Smith, explores how nonprofits have used social media to inspire "infectious action."

And in a piece for the McKinsey Quarterly, Aaker and Smith describe how companies can use the social lessons learned by nonprofits for their own engagement efforts. Among their tips:

Tell a story. Use YouTube videos or interview opportunities to speak candidly about why you care about the work you do. It helps viewers bond with you.

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