social media

In this uncertain economy, while the financial and auto industries are headlining the news with their struggles, it’s easy to forget the entities that are feeling the last ripples of the recession. Non-profit fundraising is down, but the demand for their efforts are at their highest levels ever. I recently had the opportunity to learn about how groups like the Mid-Ohio Foodbank are innovating to find new ways to promote and increase donations to their cause.

Christina Christian, the Foodbank’s first Digital Marketing Manager, has been tasked with bringing the 30-year-old non-profit up to speed on new social networking and marketing tools. A young and energetic woman, Christina knows that these methods of interacting with the community and donors are a big part of building relationships and campaigns in the future. Her job description includes “leading the Foodbank’s on-line marketing strategy, with special emphasis on engaging ‘digital millennials’ (the 18-26 year old demographic)”. This recognition by the Mid-Ohio Foodbank that young people learn and explore their interests through social media is part of a growing trend in the non-profit sector.

The Central Ohio Down Syndrome Society, The United Way of Central Ohio, The Salvation Army and The American Red Cross all have begun using social media as an extension of their marketing and communication strategies aimed at young people. Currently, Christina is utilizing several social media tools in her efforts to keep news, events and happenings at the Mid-Ohio Foodbank up to date and relevant:
•    Facebook
•    Twitter
•    USx8, a mobile donation program
•    The organization’s website

Each of these methods has the potential to reach people that would not otherwise take notice of the Mid-Ohio Foodbank’s traditional marketing. As with many non-profits, the Mid-Ohio Foodbank does not have a large marketing budget, so creativity and efficiency are always a priority when devising a new initiative.

Christina says that she looks to the Austin Capital Foodbank as a model of what can be done in Columbus with social media. While the Austin Foodbank is larger then Columbus’, one of the features of social media is that it allows smaller entities, no matter the industry, to compete with the big boys without breaking the bank. With a move to a new, larger facility slated for October, Christina is hoping that the digital marketing efforts and its effects will grow proportionately. Since setting a group on Facebook, using Twitter and keeping an up-to-date blog the Foodbank’s homepage has seen a substantial increase in visits.

Christina also told me about the USx8 program that the Mid-Ohio Foodbank has initiated. The program has been aimed at young people to donate $5 to the Foodbank using their mobile phones. Texting is an easy way for people to make a contribution that they may not otherwise have time to do. Based on the way the Mid-Ohio Foodbank receives donations, cash is up to eight times as valuable to them, thus the USx8 effort. They say that donation the $5 is really worth $40 to them, which they can use to feed a family of five for an entire day. This program has real potential, and started to gain momentum in the spring.

Christina has a very unique job. She must keep up with all of the new technologies coming out and take advantage of what each has to offer. At the same time, she is still working for a non-profit that, like most, is stretched thin in terms of staff and resources. She feels lucky to be a part of an organization that sees the value of social media and has taken steps to utilize these great tools that are revolutionizing how all businesses operate. Here’s to Christina, part of the new age of advocacy!

Twittering from the farm? CNN online recently wrote an article regarding the use of social media in agricultural areas and its growth among the farming community. Ohio State University Extension Educator, Andy Kleinschmidt was quoted in the article and I had the opportunity to ask him a few questions.

Kleinschmidt works directly with farmers to improve crop production and bring the knowledge of The Ohio State University’s Department of Agriculture out to rural areas. A “newbie,” as Kleinschmidt claims, to social media, he is quickly learning the newest tools of the “farming” trade. Using Facebook, Twitter, Friend Feed and his personal blog, Kleinschmidt says he is excited to stay connected to farmers and the agriculture community in real-time.

As with many other social media users, Kleinschmidt explains that social media allows for “two-way conversation, instant feedback and collective knowledge;” great ways to interact with colleagues and consumers. “There is an incredible power in the sharing of industry information; social media allows a farmer in North Dakota to share insight with a farmer in Iowa, it has truly broken down communication barriers and made farmers across the country accessible to one another,” said Kleinschmidt. Another benefit Kleinschmidt claims: “It gives a name and a face to the food you eat; so many people don’t think about where their food comes from, but now, social media really brings the food up to the fork.” Social media offers consumers a way to connect with their local providers and offers providers a way to clear up any misconceptions about the farming industry.

I love meeting people who obviously could have chosen a variety of careers that would have provided for their family but intently chose a path that positively impacts the world. Jaime Moore of WayWard Seed Farm is one such person. I interviewed Jaime regarding her use of social media to promote WayWard Seed Farm's products.

The interview was originally for a social media article I wrote for the Ohio Farm Bureau Federation. I was so impressed with Jaime that I am posting her full replies below. The social media article written for the Ohio Farm Bureau can be found on their site.

Harvard University's Nieman Journalism Lab has reported that The New York Times has recently appointed Jennifer Preston to the title's first Social Media Editor. What does this mean? Is The Times finally implementing a strategic plan that they have been working on and are now confident to launch? Or is it a last gasp attempt to find a new life in the fading newspaper business?

Using Social Media Effectively:

• Who you are online should be who you are offline. Social media tools are a means of reaching your offline goals. To do so, you must be yourself when online.
• Use social media to strengthen relationships you are building offline. You do not have time to go to coffee with everyone. Think of social media as virtually building relationships you would build offline if you had the time.
• Each social media tool has different functionality. The right tool for the right job applies to our online activities as much as it does to our offline activities. Before jumping into social media, determine what you want to accomplish, research the tools and determine which tool(s) will help you reach your goal(s).
• Be genuine. Others recognize sincerity. Your online efforts will have much greater impact if you are sincere.
• When expanding your network, get to know interesting folks. That makes being genuine much easier!