I’ve been back managing my community for oh, 3 weeks now, and already I’ve encountered the least-pleasant but most-fixable of conversation problems: the big ole’ misconception.
Nonprofits, especially large ones, encounter this curiosity about administration costs a lot (insert your industry’s pervasive rumour here if this one doesn’t apply to you). In our nonprofit’s case, it happens to be totally untrue. All donations go to the community.
This is the point where some people will cringe at social media’s power to attack your brand, but I like this kind of comment. It provides a great opportunity to publicly offer the correct information.
It also serves to reinforce the fact that this misconception about use of donations, or whatever inaccuracy you’re confronting, is still, yes still, floating around out there and obviously still needs to be countered in your general communication strategy.
Our nonprofit already makes it clear on printed material that 100% of donations go to the community, but if I take this comment as representative of a segment of the population, then more needs to be done to communicate the facts. I’d hate for people not to donate based on the wrong information.
What can we do to clear up a rumour?
- Create an FAQ for our website, with a front-page banner calling attention to it (SEO)
- Create a unique static FBML tab on our Facebook fan page with the information (AD DESTINATION)
- The occasional tweet (MESSAGING)
- If it’s really bad, produce a (FUNNY) video about it and spread (SOCIAL OBJECT)
Just being armed with the realization that a persistent rumour is still persisting gives your organization a chance to be proactive about it. Sometimes you feel like you put a message out there so often, everyone has to have heard it. Then the social media focus group speaks and you realize there’s more work to be done.
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