I was recommended for this position by Marilyn Burger, a well-respected fundraising professional in central Indiana who is friends with the Executive Director, Sally Herrholz। After meeting with Sally I learned this is a new position that has yet to be fully defined and that I was among the five possible candidates। I asked her, “Compared to the other four, what is my greatest weakness?” She said, “You have no traditional fundraising in your background”
What I DO have is 20 years in Marketing/PR/Sales in the for-profit world and a Masters in Philanthropic Studies, but no fundraising experience। She then said my greatest strength (comparatively) is my social media experience। This gave me an idea: what if I ran a mini-social media campaign using twitter and asked some of my highly influential social media friends to send a tweet recommendation?
The Safe Sitter website is great and they are already using several social media techniques but they aren't using the tools available, so I set up a @SafeSitter Twitter account for them as a donation. Soon after I was tweeting with Diane Brooks - @TalkToDiane – and I asked her opinion about this twitter campaign. She suggested I first get a buy in from Safe Sitter before tweeting anything.
I met with Sally a couple of days later and gave her this proposal:
Mini-social media campaign:
I will tweet the following message a few times throughout the day:
@NancyMyrland [for example] I'm among the final 5 people being considered for a position at @SafeSitter Would U please send them a "Hire @AmyStark" tweet?
This AWARENESS-RAISING campaign will:
Introduce the @SafeSitter brand to my 9,300 + followers (repeatedly as I will be sending out 5-9 individualized tweets per day for the next 3-5 days).
Introduce the @SafeSitter brand directly to the influential people who will receive the personalized tweet.
Introduce the @SafeSitter brand to all their followers if the recipient sends a tweet as requested.
Introduce the @SafeSitter brand repeatedly in the public timeline.
Build a small following of well-respected tweeters throughout central Indiana.
Introduce the @SafeSitter brand to influential tweeters in major metropolitan areas throughout the U.S. and the world.
Give you an idea of my capabilities at building a community online and leveraging the power of just one social media tool.
Cost to Safe Sitter …........... $ 0.00
Return on Investment …......... off the chart
Sally agreed saying, “I see no downside to this, however I cannot promise anything. The Board is in charge of winnowing down the five candidates to two possibilities based on the resumes of the I forwarded to them” My heart sank a bit। If the board is traditional they may not consider my social media skills and connections as valuable.
Somewhat disheartened , I moved forward with the campaign beginning Tuesday, July 13th. If I'm hired this will become a tremendous case study on how to leverage social media connections to gain support during a hiring process. If I am not selected, I will be publicly humiliated and use the case study to demonstrate how NOT to use social media in the hiring process. =) I hope it is the former and not the latter because I believe in their mission. I sent my daughter through the training three years ago and she gained valuable information that will help her not only when she babysits, but also when she becomes a mom.
So what do you think? Would Safe Sitter benefit more from hiring a traditional fundraiser, or a well-connected social media strategist?