Jaime Stein represents a new breed of non-profit campaign contributors – one whose efforts can be easily hidden by traditional fundraising measurements.
A 2013 Case Study in Non-profit fundraising [or should we call it contribution raising?]
@JaimeStein is deeply involved in #Climb4Cord; a fundraising event where a select group of executives climb Mount Kilimanjaro to raise funds for the Canadian Blood Services ambitious project to raise funds for a national public umbilical cord blood bank. This event just happened in August 2013 and the whole team raised an impressive $350K.
By traditional measurement, Jaime was listed as the third top fundraiser (last time I checked) – a wonderful achievement given the aggressive goals and fundraising achievements of his colleagues in #ClimbforCord. [let’s give pause to recognize all of them who signed up to climb the side of a massive mountain and committed to raising >$1K]
I first became aware of @JaimeStein ‘s efforts – as he announced his 6 – 8 month long training program and invited friends to sign up in a Google Calendar for one of his weekly training hikes in Toronto #KiliHikeTO. I had the pleasure of walking with @JaimeStein on April 11 <- his blog captures this.
I count Jaime among the new breed of social wunderkind – who are as active outside of their emploi as they are inside it. Folks who expertly leverage social media or technology partnership to advance their personal ambitions ( like the impressive @sneiditee @hessiejones @mmonaa @helenandrolia @natandmarie or @greenwooddavis ). Among his many efforts, Jaime participated in #BeerHikeTO evenings with friends, secured awareness, commitment and generous donation from ING Direct and worked with good folks from Roadpost to secure satellite technology ( DeLorme inReach satellite communicators) to test and send progress of his trek back through social media channels. [Jaime’s blog post on the very cool technology here]. He no doubt contributed to the over 3100 mentions on twitter, 27 blog posts and over 192 news articles covering the climb. [sysomos for #climb4cord, #beerhikeTO, #kilihikeTO in the last 12 months]. The folks tweet sharing Jaime’s climb messages included some great Canadian twitspokespeople – the @CEO_INGDIRECT, @DaveoHoots, @CTVCanadaAM, Erica @YummyMummyClub.
Jaime created tremendous awareness and consideration for #Climb4Cord – of course, he was the lead for social media efforts for the climb – but still contributions well beyond revenue. I think someone like Jaime is needed on every major non-profit fundraising (contribution) drive. The trick will be to identify the ‘influencer’ properly (recommended reading of @DannyBrown @SamFiorella ‘sInfluence Marketing book as a great start)
But in reviewing the donation website, I was stuck that Jaime’s other efforts were not affecting his ‘rank’ as a fundraiser – and yet – by blogging, running Twitter events, inviting Canadians to joining his personal training – he was likely creating far more impact than revenue. Most fundraising goals are clearly expressed in dollars — and yet, for a non-profit that also relies on generating awareness of a new cord blood bank and encouraging personal cord (and blood) donations, non-revenue metrics must be valued as much as generating revenue. I’m certain Jaime’s efforts are not lost on Canadian Blood Services – they have come across influence marketing in its truest form. Jaime is personally connected to the cause and happens to be a brilliant marketer (in social and otherwise). It may just be the website and measurement had not yet caught up to fundraiser like Jaime. Yet, I am left wondering if there are other non-profits who have yet to measure efforts like Jaime’s – who is ushering in new levels campaign contribution.
Let me know your thoughts.
The Boston marathon explosions came as a real shock yesterday evening. Much like many of my social colleagues, I want to write about my thoughts but still I feel quite private and emotional about the loss of life, the terror and the scare. So I acknowledge this, and choose to keep these feelings to family, friends and Facebook and so purposefully write on another tangent – that is valuable business take-aways.
In a disaster, brands should “sit down and shut up” in social media
Quite soon after news of the Boston Marathon 2013 explosions emerged, @unmarketing tweeted “if you have scheduled brand tweets today, turn them off”. That hit home for me – as I’m fortunate enough to be deeply involved in a number of brands’ social strategies and community management thereof.
Admittedly, having produced several very detailed brand playbooks on social management (with sections on guidelines on community management postings & post escalations), I have completely overlooked the idea of including a section on ‘disaster response’. I actually took the @unmarketing tweet and forwarded it to my staff & clients – recommending strong consideration of a quiet approach. Stopping any scheduled tweeting is very important as it becomes very evident to the rest of us who is scheduling – which indicates both brand broadcasting and insensitivity to near world events. His message resonated with many people with 548 retweets and 130 favorites since yesterday.
And so ‘shut up’.. don’t hijack by using an incident as a way to push a marketing message.
Lindsay Bell @belllindsay posted on Facebook another catch by @unmarketing (no flies on him) with Epicurious promoting scones and breakfast recipes around messages of consolidation. In the amazing commentary that followed from her Facebook friends, one especially caught my eye. The comment read that brands should ‘sit down and shut up’ then ‘figure out how you can really help”.
Responding in a meaningful way means delivering something that helps the situation at hand. Google is terrific example of large scale immediate response as they relaunched their Google person finder tool.
These disasters are not times to push any kind of marketing agenda forward. If there is no meaningful contribution to help the situation, then acknowledge the situation and then go quiet. Disasters are sensitive situations and certainly not worth capitalizing on nor moving on too quickly to ‘back to business’ commentary, in my opinion.
At the agency where I work, we posted the following comment, which my friend @HessieJones endorsed:
This was posted early this morning, before the above ‘sit down and shut up’ comments.
There is nothing worthwhile to say when our hearts and minds are elsewhere. As it turned out, that tweet resonated with the agency’s followers – getting favorited and re-tweeted quite often. Gaining a response, however, was not the reason for the tweet. It was a human response to having nothing to contribute. The account was silent for the rest of the day.
Finally, in a disaster, don’t share the graphic images on Twitter and Facebook.
One of the first tweets I saw of the 2013 Boston Marathon was of an accident scene with a lot of red on the ground. It took me a few minutes and more reading to figure out that I was looking at a disaster zone. I doubled back in my tweet stream to make sure that I didn’t re-tweet any images that were graphic. Fortunately I did not. What I didn’t like was the sharing of graphic images across Twitter and Facebook. Indeed some of Facebook friends admitted to unfriending on Facebook for anyone sharing graphic images.
Many brands would not be sharing imagery of a disaster but news publications do. They put disclaimers of ‘ warning the images that follow are graphic’ – however, I feel quite strongly some images just should not be shared.
I’m still personally mulling over the Boston Marathon disaster and will continue to think of those impacted for days to come. Still, it helps me to just write about some valuable lessons for brands in how they react in a real world, near world event – if anything, as a distraction.
I welcome your comments and observations (please add your @ handle). Thanks.
I’m excited to join a new advertising agency – DraftFCB as their Planning Director in Digital effective August 13th 2012.
Whereas it was true that I was very much enjoying my clients and our work together at my former employer, JWT Canada – I’ve been interested in the opportunity we have in integrating digital, and in particular, social media, better with communications or innovative efforts. Admittedly, this is difficult when media, search, PR, customer service, etc are owned by different players and served by different agencies. I felt I was making terrific progress – certainly, on the Mazda business, we were constantly optimizing and integrating marketing efforts on a completely new level. Still – multiple P&Ls made efforts more complicated.
Michael Szego, VP of Integrated Planning and my new boss at DraftFCB spoke to me about the value of having the whole global agency operate under a single P&L. This isn’t just a financial arrangement but a philosophy and operating model that supports true integration. Perhaps it is this integration philosophy that has played out in the floorplan.. at DraftFCB’s Toronto offices – my new desk in a swank open concept office – is across from the media guy, kitty corner to a strategist and behind a creative director. And, might I add, just down the hall from the killer in-house cafe serving really good lattes for $2.75. Now wasn’t that just the tipping point?
I am looking forward to working with some strategy heavyweights, to some pretty ambitious agency goals and earn the honour of working with a new set of clients – who I trust and hope will be as awesome as my past clients.
I have been developing a social media maturity model or framework to help organizations understand the maturity of their social media efforts. My intention is to make an open sourced model and allow it to be shaped by the coomunity.
Recently, I held a roundtable discussion with my favorite moderator / conversationalist @rickwolfe. Rick is helping shape this work into a better framework – allowing me to roadtest the framework among c-level executives.
i must write up my takeaways and but a quick one was that many had issue with the idea of social media having a maturity. they saw businesses only scratching the surface of social media and so using the term “maturity” was premature. i loved the feedback and it blew me away.
i see the evolution of social media. I forget that the aging that ive seen since 2006 isnt seen by the majority. i should say that this crowd was savvy in digital but their vision of how much work remains suggests that maturity is a long way off.
to be continued…
I’ve been asked to speak at a variety of upcoming events – and while this may make for a stale post, this post is intended for many of my linkedin connections who have asked what seminars are coming up…
*free* February 25th, 2 – 5pm – “Harnessing the Power of Social Media” – although a better title would be ‘Using Social Media in your Job Search‘.
About once every 6-8 weeks, I teach newcomers to Canada and other people in job transition how to use social media for personal networking. I help people build powerful linkedin profiles, understand what recruiters look for and how to protect privacy in an increasingly public social space. I am delighted that I will be co-presenting with Emmanuel Lopez, a.k.a. the Motivator Man, who shows people how movies and social media can energize careers, business and life.
*free virtual* March 9th, 10am – Social Media Marketing Summit, BrightTALK. “Engaging! Bringing Social Media to a World Festival“
A behind the scenes tale of the success and lessons learned from strategizing, engaging and becoming the voice behind the social networking initiatives of one of Ontario’s top festivals…
I am honoured to be on the roster for this virtual conference. I’m rubbing virtual shoulders with many international speakers from companies like SAP, Linkedin, Cisco and Intel.
March 24th, 6:30pm – “The E-volution of Marketing: Does Your Online Business Presence Matter?“, The Canadian Netherlands Business Professionals Association.
The CNBPA assists Canadians in exploring their Dutch connections in the GTA by offering progressive events around learning and connecting in a professional and entrepreneurial business context. This Fireside Chat is moderated by Darryl Konynenbelt, from the Global Toronto News Hour Team. I will be joining three other e-marketers including Tedde van Gelderen, President, Akendi, Justin Stockman, Director of Marketing MuchMusic, MTV, MuchMore and Court Elliot, Communications Manager, Philips Canada.
Thank you Kai Elmer Sotto from Facebook Canada who recommend me as a speaker at this exciting forum.
“Social media marketers will explore recent developments in technology, and how these advances allow cross-purpose effectiveness and speed to reach organizational goals… more..” Moderated by David Allison, shared with Erin Bury, Sprouter and potentially Leona Hobbs, Social Media Today.
Catchy video from @ajenkins. Thanks!