Invisible Children, Bring Back Our Girls, Ice Bucket Challenges, HRC logos taking over profile pictures, #NoMakeupSelfie… Several nonprofits have had overwhelmingly successful viral campaigns over the years. If your organization is ever lucky enough to experience a viral campaign, will you be prepared? The Nonprofit Times recently shared some of their tips to manage the success:
Seize the moment
Sometimes viral campaigns go viral due to sheer luck. Other times, it’s exceptional organizational planning and structure that help a campaign go viral. Either way, the moment a campaign goes viral, it’s strongly suggested that you make the most of this good luck and good will that has fallen on you. Once you’ve grabbed the public’s attention and you’ve gained new supporters/donors – how will you keep them engaged and turn them into long-term supporters/donors?
Trust and empower your team
If your employees don’t already have the authority to engage with the public via social media, that would be one of the first recommendations we would make. Trusting and allowing your employees to respond to trending topics or actively post creative and engaging content.
You can’t control how the public will react to your viral campaign. This goes for negative and positive reactions. The best advice we can give you is to be prepared. Respond to negative reactions. And assuming the reaction is overwhelmingly positive and say your website crashes, be prepared to redirect the public to an updated social media page or something they can engage with.
Fortunately, you can control and reinforce your brand. Now is the time to really drive that marketing push and make sure the public makes the connection between the viral campaign and your brand.
About the Author:
Donna Emanuele is the Social Engagement Advocate for Election-America. Seasoned in in community engagement and participation, working in the field of elections seemed a natural fit for Donna. Donna can be reached directly at (866) 514-2995 x111 or DEmanuele@Election-America.com.