Nonprofit Film School Appendix: Trailers, Music Videos, and You.

This post assumes that you’re already familiar with the basics of video production. If you’re not, you can get a quick introduction here.

You’re all ready to make a video for your nonprofit. Armed with your camera, editing software, and knowledge, it’s time to dive in. But what type of video are you making? In this blog post, we’ll be talking about trailers, music videos, and other videos that depend on music cues.

When I’m talking about trailers, I’m talking about videos in the style of a movie trailer - you’re providing a short “teaser” of an upcoming event. There’s a few different specific times a nonprofit would want to make a trailer, including big volunteer or fundraising events (walk-a-thons, galas, etc.) and announcing a new program (like we just did at Idealware with our Tactical Tech Training.

Why would you want to make a trailer? What are the benefits? In a trailer, you’re combining music and voiceovers with footage from an actual event. For a movie trailer, that would usually mean actual footage from the movie itself, but for a nonprofit, that probably means you’re using photos and video from past events to give your audience an idea of what to expect this year. These types of videos also benefit from familiarity. Most people are already familiar with movie trailers, and will recognize just from the format what you’re telling them (“We have something coming up that you should be excited about!”). Because of this, you’re completely allowed to borrow elements from actual movie trailers - “In a world gone mad, one organization will rise to the challenge.” You have two goals with your video: 1) get a lot of people to watch it, and 2) get them pumped up.

In a similar vein, there are also music videos. While these aren’t as valuable to nonprofits as a trailer might be, the two share a lot of similar goals and features. Both exist to get an audience excited for something (in this case, instead of a movie or event, it’s a product, the album the music comes from). Both rely heavily on music to convey that message. And both are fun to watch and (hopefully) fun to make.

Trailers and music videos also share one important production tip. Whichever of these types of videos you make, you have to cue the images with the music. Major actions, transitions, all the exciting moments--these must happen on the beat. That means that you have to listen to the music over and over, find the beat, and line up all your footage. There doesn’t have to be a new image on every beat, but the more frequent the changes, the more exciting the video. Play with the speed of the transitions to get your audience more engaged. In general, longer takes will go at the beginning, when the music is probably slower or quieter, and faster takes will go towards the end, when you’re building up to the exciting climax.

But the most important tip for these types of videos is to have fun making them. They’re a chance to let your hair down, listen to music, and be a little silly.

Building Your Email List Q&A

If you're paying for 50,000 subscribers on your broadcast email tool, why not use them all? Building your list of email subscribers is easier said than done, and with the ever looming temptation of buying a list hanging overhead, it can be difficult to do it on your own. Even if you are pushing out great content, some people just can't be pleased, and will unsubscribe faster than you can say "spam." In our latest session in The Email Fundraiser's Toolkit, we talked about the touchy subject of email list-building and how you can make it work for your organization. 

We have a list of people who have participated in our program either as a program volunteer or participant. We haven't emailed them in the past, can we send them emails?

The short answer is yes, it is OK to add past program participants and volunteers to your email list. But make sure you are smart about it!
If you have had their emails for a while, make sure to add them in a strategic way. Consider sending a special email to the list explaining where you got their email from and that you’d like to add them to your email list. Remember to make the case for why they should be on your list--explain the value. Importantly, make sure to offer either an opt-in or opt-out option so that they have some control over their involvement. This email will act both as an explanation as to why they are suddenly getting email from your organization and offer a choice for inclusion. 
Do you have any data on response for opt-in vs. opt-out (e.g. are the addresses gathered through an opt-out only process less likely to give)?
We talked about this in depth in class, but I wanted to see fi we could locate specific data. Here are two interesting articles on the topic:
A great contact for us is special education teachers within the school districts.  I can find their email addresses online, but from what you've said today, I would be spamming them if I contacted them via email. What is your suggestion for contacting them?  Or can I contact them initially via email and then ask them to opt in/opt out?
You are right, if you pull names of individuals from the web and email them on mass without any relationship, no matter how much you think they should care about what you have to say, you are spamming them. Emailing them individually, however, is in bounds. You could send a personal email to each person with an introduction and an invitation to join your list.  
For this particular group, consider if there is an association who might be able to help. Potentially you could connect with a professional network of special educators ( or What about the school union or state education department? Using a partner introduction might be an interesting approach to list building for this area. 
What are some good examples of eNewsletters?
I love these two newsletters from Philadelphia arts organizations: The Eastern State Penitentiary ( and the Headlong Dance Theater ( ESP provides a well thought out, meaty eNews in a more traditional format. Headlong offers a completely different, out-of-the-box feel that directly reflects the values of the organization.  Also look at the examples in these articles:
  • "Three Nonprofit e-Newsletters to Subscribe To and Learn From” on Nonprofit Tech for Good:
  • “The Dissection of a Bloody Good Email Newsletter” on The Vertical Response Blog:


Writing Effective Emails Q&A

Creating stirring content for fundraising emails is challenging enough without taking on the added difficulty of making it eye catching and engaging. From intriguing subject lines to fundraising progress thermometers to a personal sign off, there is a lot you can do to make that extra connection with a donor through email. In the second class in our Email Fundraiser's Toolkit, we took on the individual pieces of an email, what makes them stand out, and how you can design your own. However, making it all work together in a campaign is rarely without some trepidation, so we answered a number of questions here that we hope you find useful.
Can a “too relaxed” voice hurt a campaign?
It is important to be careful to have your voice match your message and the medium. While emails are definitely a “more relaxed” medium than direct mail, you don’t want to take it too far. A voice that feels too extreme will not be effective in motivating your readers to donate. Use your best judgment—if something feels off, odds are it is. 
Is there a tool or website we can use to make a thermometer?
If your online tool doesn’t provide a thermometer or progress bar, you can try obtaining a separate one. Here are a few places to get you started:
And if you feel like thermometers just aren’t your thing, consider reading this interesting whitepaper from Kivi Leroux Miller on alternative images for demonstrating campaign progress:
Where would you list the tangible results?
Presenting the tangible result of a donation is key to motivating your constituents to act. How and where you present this information will vary based on your overall story and approach. Weaving it through the narrative will feel seamless if done right and can be very powerful. If you are looking to list a series of results based on varying gift amounts (ex. $50 will feed a family for a week; $200 will feed a family for a month) you should think about placing that information on your donation landing page. This will help motivate your donors when they are choosing how much to give to the campaign. We have also seen successful lists included in the email itself, mostly either on the side bar or a super short list in the ps. 
Is there value to having our executive director as the sender of an email even if they did not compose it? Should I still include a photo next to my signature, or photo of the person/people featured in our email(s)?
The person who actually crafts the letter does not need to be the one who publically signs it. We see this all the time in direct mail where the development staff will compose the letter and have the ED sign it. It is best practice to have the email from line be consistent with the signer of the letter. So if it is your ED signing the letter their name should be in the from line as well. Including a picture or scanned signature (or both) in the signature line helps to personalize the communication, just make sure there is consistency from top to bottom. And as with the Literacy Volunteers example from the class, if your ED is signing, but the story is about another person you can include their image as well, but be mindful to make it clear who is who both in location of the images as well as with the title of the photo. 
How do you know you're not exceeding the reasonableness (and tolerance) of what the recipients are willing and interested in receiving from you?
If you send too many emails to your list you will know. You’ll see a spike in unsubscribes and SPAM flags if you cross a clear line. While it will be somewhat gradual, when you start to see people fleeing from your list in larger than expected numbers you should pull back. Keep in mind, more people than normal will unsubscribe from your list in response to any given fundraising appeal, so an initial jump in response to your campaign should be expected, but any increase should be investigated. You should also pay attention to feedback form your constituents, if you are concerned about the volume, call a few constituents—volunteers, board members, staff, random donors—and check to see their reaction.  
Should thank you emails go to the whole list or rather on a 1:1 basis that's personalized and specific to their gift?
You should be thinking about thanking your donors in a few different ways. First, and perhaps most straightforward, when they make a donation online your donation tool should send them an individual tax receipt. The more you can customize that receipt, the better. Second, you should plan to send a thank you to your entire list reporting on the campaign as a whole. Letting everyone, donors and non-donors, know about your successes can only improve your next campaign, and who knows, maybe some of your non-donors will donate in response. Additionally, you should consider a personal thank you to every donor initiated by your organization. Hand written thank you letters in response to online donations are a nice touch, thank you calls from your Board can be very compelling, and of course, a personal email thank you will work as well. Depending on the number of donations you receive you could consider setting a threshold for the additional thank you, say only sending personal notes to donors of $50 or more. But I tend to lean towards including as many personalized connections as possible. You never know, that $25 annual donor might lead to your next big bequeath.  
Do you know any statistics on the effectiveness of organizations switching into email fundraising annual campaigns from snail mail campaigns?  
Please don’t abandon your direct mail campaigns for an email-only approach! All signs point to the success of integrated campaigns above all else. Direct mail will often trigger an online donation and frequently emails will remind a donor of that direct mail envelope on their coffee table. Email fundraising is a new way you can connect with your donors, but you shouldn’t see it as a replacement for your direct mail campaign, but instead consider it in compliment. Joanne Fritz presents a nice case for the staying power of direct mail and the value of adding in email to the mix.  She also links to some helpful statistics, check out her argument here:

Kicking Off a Technology Project Right

Taproot Foundation president Aaron Hurst has written a fair amount, including a whole book, on managing pro-bono projects. Last year he posted a pretty interesting idea about “Pre-Mortems” 
His basic premise is that it can be useful to have a full team meeting prior to the start of the meeting, to discuss:
"Assume that, six months down the road, everything that could go wrong on this project has gone wrong. What went wrong? And why?
Focus on the three to five most likely reasons that the project could fail or go off the rails. Then map back how you could have prevented these meltdowns. Finally, incorporate those changes into your project plan before you actually get to work."
I love this idea. It’s a kind of fun way to brainstorm possible risks and risk mitigation (and it’s a pretty unusual day when you get to put “risk migitation” and “fun” in the same sentence). 
 I’d add to it a really powerful tactic that I was trained in back in my consulting firm days. We would include a roundup of project goals in our kickoff meetings --all goals, everyone’s goals. So not only the overall goal to create a great website for a client, but also the firm’s goal of using this project to get more arts clients and the hope that we’re able to create a show-stopping portfolio piece.  And then each of the team member’s goals. So the assistant assigned to the project may want to get more experience working directly with clients, while the graphic design wants to work on finding the right balance between work and getting home at 5:30 for her daughter. The web designer may really want to build a website using a particular technology.
It’s unusual that all those goals can actually come to fruition on one project, but it’s really useful to have them out on the table, especially from a project management perspective. You can keep an eye on them, to try to help fulfill those that make sense based on the project, and if you can’t make a goal happen, at least you have in mind that you’re violating someone’s hope for the project --- which can help you understand why they seem to be lobbying in an odd direction, or to make it up to them later, on a different project.
What project kickoff techniques have you used that have worked well for you? 


Getting Started with Email Fundraising Q&A

Even for experienced email fundraisers, getting your message heard during a busy season of appeals can be a challenge. Connecting with your donors via email can seem especially difficult if you're venturing into email fundraising for the first time, or haven't found a lot of success in the past. For the benefit of those taking our Email Fundraiser's Toolkit, and the benefit of our followers not in the class as well, we've compiled a list of some of the questions being asked in class and answered them here. Hopefully together we can shed some light on the elements that make a strong email fundraising campaign.
I'm really interested in fundraising pitches that are connected to the campaign under way--seems like there's a lot of that going on these days. For example, someone signs a petition and they get asked to give to support the campaign as a next automatic step.
These kind of follow up asks do make sense. We find that the best donors are often the ones who have just made a connection to the organization in a different way. You do need to be careful, however, that you aren’t over asking. It can turn a feel-good moment into a negative experience if your constituent feels like they were only asked to sign that petition so you could have a way to ask them for money.
Should planning around informational emails/newsletters with fundraising ones be separate and at different times or can they be combined?
Asks that are buried within informational emails like an eNewsletter are often not as successful as those that stand alone. That being said, a healthy mix of communications is the way to go. Make sure to continue your eNews communications during your fundraising campaigns to remind your constituents of the great work you do. Continue emails about services or events as well to show the impact of your work. You can always include a passive ask in each of your communications, but just don’t expect huge revenue from emails that aim to accomplish multiple goals. Standalone fundraising requests will most often raise the most money for your campaigns.
Could you give an example of a negative element?
The famous commercials from the ASPCA showing images of abused animals with heartfelt music playing in the background is the quintessential example of “going negative” with a fundraising campaign. And in this case, it definitely works. However, keep in mind that you have to do it just right to make an appropriate impact. Showing your constituents as pitiful, helpless, or gravely injured could potentially undermine your efforts if you fail to show the “light at the end of the tunnel.” Your constituents need to understand how their donation can create change, otherwise you might feel like a “lost cause.”
We have a happy cause: kids form a team, solve an educational challenge, present it at tournament and have a great time doing it. They learn 21st Century skills and workplace skills. How do we sell that positive cause?
Simply from this description we can get an image of your program, constituents, and the impact of your program. I would think about bringing in images or videos from the program, complete with quotes from kids to emphasize the value of your work. Hearing kids articulate, in their own voice, the value from your program seems like a fantastic place to start. You might consider a series with a written letter from a “kid ambassador” of sorts, a letter from a parent or teacher and then a short video that combines each perspective to hit the concept home.
We need money for "bricks and mortar" and operating expenses. We can get grants for specific programs, but how do we make a tangible result for paying the staff?
Everything that you do is supported by general operating money. Don’t feel like because the money raised from an email campaign is going to pay for heat that you can only talk about the cost of oil. All of your stories are on the table for these type of campaigns.
How much is too much info?
You want to try and keep your emails short and to the point. Unlike the trend towards multi-page direct mail pieces, you need to try and be highly concise with your emails. I’ve seen successful emails that only presented three sentences (and we’ll look at some in class #2). Be conscious of what can be read in an Outlook preview pane as well as how much text you can include above the fold of the email page. Also consider that a reasonable amount of your constituents will be reading your emails on their mobile phones where space is at a premium.
Can you include different perspectives in one ask? For example, donor, volunteer, and client?
You can consider including a few different perspectives in one email, but will need to think about length at that point. It might be interesting to present a few different perspectives in an introductory email and then explore each perspective in subsequent supporting emails.
How would you sync an email campaign with a direct-mailing and a phone bank?
Being conscious of the fact that requests are coming at your donors from multiple angles is a great start! If you are using multiple channels at once it is best to try and think about them as one cohesive campaign, using a consistent story and being thoughtful about how each can contribute to the whole.  Consider the timing of each communication and acknowledge multiple communications if there is overlap. For example, if you are calling people after they have received your direct mail, it might be helpful to mention that they should have received a letter from you.
How far apart should you space these appeals?
Once you have decided how many emails you will send, think about key milestones in your campaign. When will you start? When will you end? And how many weeks do you have in between? Often we recommend starting a little slow and building towards the deadline. So, if we are looking at a six week calendar, sending one the first week, one the third, one the fifth, and one or two the sixth.  But the model is not set in stone, and if we are talking about an end-of-year campaign, where the holidays fall with often dictate frequency throughout.
What if we are getting started with an email fundraising approach for the first time ever? Are there any special (additional) points to consider?
When starting an email fundraising campaign you need to be extra careful to have your house in order before you jump in. Building a solid email list should be your number one priority, as it will be hard to raise money if you don’t have any email addresses. You also need to take care to set up your Broadcast Email and Online Donation tools before you get started. Without the proper infrastructure you will find it difficult to implement the campaign. Finally, you need to make sure you appropriately set your expectations. In our experience, email fundraising campaigns start slow and then grow after a few iterations. Don’t give up on the program if you don’t raise buckets of money. Give the program time to mature—remember, you need to train your donors to give online before it can become an institution.

What Can a CRM Do For Me?

This guest post comes to us from Monika McMahon, Community Manager for Heller Consulting, a national nonprofit technology firm. Find more from Heller Consulting and other nonprofit technology and strategy experts at, a place for experts in the nonprofit online space to share perspective, offer guidance and promote best practices for using today’s technology effectively.

You’ve been hearing about CRM (a Constituent Relationship Management system) and want more information on the benefits of using one for your nonprofit organization. First of all, a CRM is generally not just one piece of software but ends up being multiple pieces of software working in coordination with business practices to manage information and meet key business needs. Below are just a few of the many benefits your organization may encounter with the introduction of a CRM.

Engaging for Constituents

360 Degree View - A CRM helps you treat each of your constituents as a whole person by allowing you to see how they’ve engaged with you in the past while also showing the many ways they relate to your organization. When you have all of their data in the same place, you can clearly see who this person is, thank them for their previous donations, and facilitate a deeper relationship between your organization and your constituent.

Communications - The phrase used to be “Reach the right people, with the right message at the right address.” These days it’s become “Reach the right people, with the right message, through the right channel”. CRM’s allow you to track where people tend to interact, whether that is via social, email, phone etc. allowing your organization to mirror your communication to them using the channel they prefer. This makes you more responsive to the constituent as well as more cost effective and efficient to the organization.


More Complete Picture - The more information you gather, the more complete of a picture of your individual constituents you will have. This information can show you who they are and how they are engaged with not only you, but your entire organization. Then you can start to identify trends of which groups of people are engaging with you and in which ways so you can appropriately plan out your next message.

Democratizing the Database - When you are operating in a siloed environment, only certain people will have access to certain systems. Bringing them together in a unified environment, allows your entire organization access to the same information in the same format and location. This freedom of information spurs better conversation with your constituents and throughout your organization, which leads to further innovation and improved relationships.

Organizational Efficiency

Fewer Silos and Databases - Let’s look at the people side of things. A CRM allows you organizational efficiency by decreasing the number of systems employees have to learn and manage. One of the biggest complaints we hear is that people do not understand the 3 or 4 systems that their organization uses to store information. With a unified system, this number drops: staff only needs to be trained on one consolidated system, saving time and effort. This also leads to better business practices. With a unified system you can standardize complex processes like how your organization handles the different forms of revenue.

Working Together - This leads to one of the biggest changes we’ve seen, which is also the most impactful. People in your organization start to get on the same page, thinking similarly about business practices, using the same tools and building relationships with the same constituents.

All of the benefits of a CRM mentioned above will help support your future by helping you build better relationships, allowing for greater innovation and by growing with you and your organizations needs. It is important to note that there are many shades and sizes of CRM’s and some have been specifically designed to work for nonprofits. Some systems tailor to membership organizations, others are for student enrollment and others were built for general nonprofits to assist with fundraising. Selecting a solution that is meant for the mission you are trying to push, will result in a larger boost in productivity.

To get a wider perspective on CRM and how it works in an organization, Heller Consulting interviewed the executives of 30 nonprofits to find out how they view CRM systems and how they apply the concepts to their strategies. The results of these interviews are available in the free report “Insights into CRM for Nonprofits,” available for download from



Selecting a Donor Management System – Eight Questions to Consider

Idealware's research team is hard at work on an update to our popular report comparing and reviewing donor management systems, which is scheduled for release in the next couple of weeks. To whet your appetite, we wanted to share a guest post from Larry Perlstein, a technology specialist who has worked for a number of consulting firms and has an enviable amount of eperience working with nonprofits, about choosing donor management systems. After you've read it, bookmark it and refer back to it after you've had a chance to digest our report.

Recently, I held a roundtable for nonprofit organizations embarking on selecting a donor management system. I asked the participants the following eight questions, which proved useful in helping them refine their objectives and focus their activities:

  1. How do YOU define Donor Management System? Does it include ticketing, customer relationship management, email marketing, membership management, and more? Many vendors are moving from an entry point of single functionality to a broad set of integrated applications. It’s important to understand what functionality you are in need of and what are your priorities to avoid buying some more complicated (and more expensive) than necessary. Of course, it’s also important to be cognitive of where you are headed so that you can grow into the system.
  2. When do you know you need a Donor Management System? Have you outgrown your Excel spreadsheet? Are you beginning a major fundraising campaign? Knowing when you need to implement a Donor Management System is important … first, it’s not wise to acquire once before you are ready as your organization may not have the capacity or the ability to organize and enter the required information. Starting too early can lead to fits and starts, which is fatiguing. Starting too late, however, can require an excessive amount of manual activity as data is updated to the requirements of the new system.
  3. Should you install the system on-premise, use a Software-as-a-Service-based system, or install it in the cloud? Now may be a good time to re-evaluate your current IT installation and look for alternatives to on-premise installs. You might be able to get rid of that old server and select a vendor who offers the application as a service accessible from any web browser. Or you could find a traditional vendor who can install the application using a cloud provider. The reduced costs, improved flexibility, ease of maintenance, and greater security make either option worthy of examination.
  4. Should you install an all-in-one integrated system or mix and match different pieces? Have you been building your own best-of-breed application suite over the years only to find that they pieces don’t all fit together? An integrated suite offers many advantages, including consistent look and feel, single point of control workflow, data consistency, and ease of upgrades. It can, however, not provide all of the best-of-breed functionality you’re looking for … but is that what you really need? An integrated suite satisfying 80 percent of your requirements is likely sufficient to satisfy your needs while significantly reducing complexity.
  5. Are you taking the proper precautions with respect to customer data security and backup? Are you walking around with your donor list in Excel on your unsecured laptop? First things first … data needs to be securely backed up and there are no excuses for not doing so with the plethora of hard drives available and the prevalence of secure online backup systems. Secondly, unsecured data puts your organization at risk. Data security concerns and liability are increasingly problematic and require strong system controls that are often beyond the scope of small businesses, so look to the cloud for the best solutions.
  6. Have you evaluated the viability of your vendor, and do you have a migration plan if they fail? Sure you made certain your vendor was viable when you bought the package six years ago, but have you checked lately? Checking in with your vendor every year to ensure their financial stability is sound is a best practice, and should augment controls built into your contract that give you rights to the software code, if applicable, and data export capabilities. Some warning signs of vendor viability issues are excessive turnover of the developers, infrequent software updates, new and increasing fees for services, and rumors of acquisition.
  7. Do you use services such as CommunityCorps to find technical professional volunteer help? Have a project that you just don’t have the resources to complete? There are volunteer professionals waiting to help you and available through organizations such as CommunityCorps. Simply post the details of the project on their website and volunteers can indicate their interest in helping you.
  8. Do you use resources such as TechSoup and Idealware to help you acquire software, hardware and services specifically for nonprofits? It may go without saying that you are using these resources (and others) if you are reading this blog. However, it’s worth reiterating the value of selecting solutions specifically geared both functionally and financially toward nonprofits. Nonprofit organizations both small and large have a vast array of solutions to choose from at varying price points, from the very simple to the most complex, and from the single function to the tightly integrated. See the list below for a representative list of Donor Management Systems.

 Got questions? Add them to the comment section below...


For Work or Play? Using Tablets for Productivity

In the years since Apple unveiled in first iPad, there’s been a surge in tablets of a sizes and costs. Microsoft’s Surface and Surface Pro are vying to take the enterprise and business market away from the iPad, while Google and Amazon continue to trade blows in the fight for the home market, with competing seven-inch tablets priced at margin, both tied to vast media libraries. While the Clash of the Tablets rages on, how are consumers actually using the devices? There has to be a more practical use for a tablet than Angry Birds and Netflix.

The larger tablets—the iPad and Surface—are definitely claiming to be work devices, as supplements to or replacements for laptops. At last year’s NTC, it seemed that in every breakout session, at least two or three people were taking notes on an iPad, and the market is flooded with cases featuring built-in keyboards. Microsoft even ships its tablet with a keyboard in the cover. But how much work can you get done on a device loaded up with games, apps, widgets, and other distractions?

First, there are work-friendly apps that can help with productivity, note-taking, or just working while traveling. Tools like Simplenote (for Apple) and Flicknote (for Android) let you take plain text notes, while others, like Evernote (both) let you combine notes, photos—basically everything—and move seamlessly between desktop, tablet, and smartphone. Even VoIP apps, like Skype, can be useful by letting you make calls from your tablet.

You’ll notice that these apps don’t have to work independent of your regular computer. As many have suggested before me, a tablet can work like a second screen for your computer, one that you use for plain text notes, quick reference, etc., while working on your desktop. Lifehacker even suggests services like Site to Phone and MyPhoneDesktop to send links and text between your desktop, smartphone, and tablet.

Aside from those apps, a tablet can still be used for checking email, if you use Gmail, or accessing shared documents through Google Drive. Tablets could also fill the same purpose as a second monitor for your computer—extra real estate for reference, email, etc.

Personally, I don’t see anything wrong with keeping a little distraction nearby. Especially when traveling, it can help to shut your brain off and relax (just not at work).

Idealware Introductions: In Which We Meet the Other Chris...

We've had a history of great interns at Idealware--in fact, two of them went on to work for us full time and remain valued members of our staff. A new intern recently joined our research team, and we asked him to introduce himself in this blog post.

I have been here at Idealware nearly three weeks, and it’s about time that I introduce myself. My name is Chris Lane, and I am Idealware’s newest Research and Development Intern. Earlier today I was told that there had been some confusion between myself and Idealware’s other Chris, Editorial and Communications Director Chris Bernard—we are, in fact, distinct individuals, and I hope this post will set the record straight.
Coming to work at a nonprofit based around technology was not where I initially expected to go after graduating Bates College this spring, but so far I’ve found it to be a great experience. My academic background doesn’t have much to do with technology; I was actually an Environmental Studies major. But I’ve always been drawn to computers and technology in some fashion.
Growing up in the 90s, one of my earliest memories is of playing games on my father’s computer. When I discovered the World Wide Web in middle school, it became pretty clear that I wouldn’t be leaving any time soon. Whether it was spending way too much time on Facebook the summer after having my wisdom teeth removed or becoming heavily involved with a game modding community over the second half of high school, I was there to stay. And while I never got into programming like some of my other friends, I was still one of the informal “nerd gang” at school; that is, when one of the other kids had a computer problem, they’d turn to me (although, to be perfectly honest, most of those issues could be resolved using the awesome and mysterious power of the restart button).
So while I didn’t end up majoring in anything to do with the internet or technology in college, I suppose that it’s only right that I come back to it now. What I did know when I started moving into environmental studies was that I wanted to work at a nonprofit. I wanted to make the world a better place. Cliché, perhaps, but true.
Working at Idealware now seems a perfect blend of the two. I get to spend my time at work doing research on the web, and I not only get to work at a nonprofit, but also with nonprofits and for the benefit of nonprofits! I get to read and write blog posts, all the while helping these nonprofits to accomplish their goals of making the world a better place!
Plus, I get to work with a great group of people who are all well aware how to use the restart button.
EDITOR’S NOTE: One way to tell us apart? Unlike Chris Lane, the web wasn’t invented yet when I was in middle school. Or high school. Or college…

Questions from The Advanced Social Media Decision Maker's Toolkit: Integrating Social Media Channels (and Other Communications)

How do you segment audiences on social media? We work on several topics, so it may be one in five or six topic-related messages is of interest to any one person in our Facebook audience, for example.

Different posts will likely appeal to different types of people no matter what. As long as you are conscious of your audience, and not overwhelmingly sharing posts that only appeal to one audience, your fans will still find value in your page (after all, they chose to follow you in the first place). Unfortunately, social media doesn’t work like email (you can’t target particular groups), but by thinking critically about what you post, when your particular audiences are online, and what your users really want to see, you can still find the right mix.

You can use measurement tools (which we’ll be talking about in class five) to determine what content is getting the most interaction. Furthermore, you should ask your audience what they want to see. You may be surprised to find that there is more overlap that you previously thought.

If another page that your organization “likes” likes you back, do their subscribers see your posts?

The nice thing about Facebook Pages is that anyone can see your content. Even someone without a Facebook can see your entire page if they stumble across it on a Google search, for example. If someone likes a page that likes your page, your content will not specifically be promoted to them. However, your name will show up under that pages likes, they can tag you in posts, and vice-versa.

Which is the best tool for crowdsourcing?

We’ll be talking more about crowdsourcing in our next class, Social Media Fundraising. To get started, check out some of the articles on this page:

Can you share a few campaigns Ideaware thinks work well across channels? I want to see one in action.

Take a look at the Pacer Center’s use of multiple communications when promoting the knowledge of assistive technology through its Simon Technology Center program. The Center creates explanations of the resource on its website ( and videos to explain the complicated subject matter ( It also promotes the resource on its website, social media pages ( and, and in emails, as well shares relevant articles and information from other sources on the website, blog, and in emails. 

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