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Prevent Child Abuse America Talks Tech With T4T
July 20, 2009
We caught up with Ben Tanzer, director of Strategic Communications at Prevent Child Abuse America, recently and asked him some follow-up questions following the Deloitte Impact Day social media strategy session he attended. Here are some responses…
Q: In times of budget crisis, how are you using social media to expand your business?
A: We already use a wide variety of social media platforms, so I think the primary difference during a time of crisis is how we dial-up the sense of urgency without straying too far from our core messaging and values. I would add though, that this kind of economic crisis has a double-impact on what we try to do, because it not only impacts our bottom line, but exacerbates the stress on families and communities and both of these pieces need to be integrated into how we talk about our work especially when these platforms are being used at least in part to drive funds.
Q: What social media outlets are you using?
A: We utilize blogging, YouTube, Twitter and Facebook, both a fan page and a Cause page, though a Cause page has also been started on our behalf which has a tremendous following, 2.9 followers world-wide. We are also launching a Flickr account and we just recently completed our Act of Good profile.
Q: What is working, what is not?
A: This is a great question and the big question. We would argue that at this point everything is arguably working in terms of getting our message out there and drawing increased traffic and followers, etc.
The tension is better identifying the impact and metrics of what increased traffic means or leads to. Further, while more dollars is excellent and more traffic is cool, are we changing behavior in anyway, activating messengers and changing policy. Not sure.
Q; What outside of social media are you doing to reach volunteer goals?
A: This is an area we need to spend more time on and are currently developing a formal volunteer program.
Q: What outside of social media are you using to reach fundraising goals?
A: Many things. Everything from e-mail blasts to cause related marketing efforts, and proposal writing to fundraising dinners and a new effort we are rolling out this fall called House Party weekend which will occur in lieu of the traditional ball. I would add here though, that our goal is to integrate a social media plan into all of these efforts and that by building these unique networks we are stewarding and developing both messengers and donors.
Q: What is your biggest technological challenge?
A: This is two-fold, primarily this is an issue of dated equipment and infrastructure, and not enough of it at that, with significant server concerns underlying all of this. Secondarily though, how do we keep learning more, increase our sophistication, gain more exposure to what others are doing, do things more efficiently and strategically and ultimately figure how best to measure all of this.
Q: What are your organizations technological goals in the next six months or year?
A: Increased and enhanced infrastructure, an overhauled/streamlined website in terms of look and navigation, more knowledge and a better sense of metrics, measurement and best practices.
Q: How do you think T4T can help you reach these goals?
A: More knowledge, more equipment, support and encouragement.
If you would like more information about Ben’s organization, go to http://preventchildabuseamerica.blogspot.com/
Watch for more nonprofit profiles soon…
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