Reading it was a true pleasure—not just because it contains a ton of valuable information, but because it reminded me about enchantment itself. For those of us checking off tasks every day, it’s good to float up to the 30,000 foot level and remember the purpose behind all of our nonprofit communications—to create a passionate bond between a cause and the human beings who can support it. Guy reminds us about the roles that surprise, delight, awe, and wonder play in creating that bond.
I’m sharing some of the choice tips he makes about using push and pull technologies, which apply to nonprofits as well as for-profits. (Push technologies bring your story to people; pull technologies bring people to your stories.) The chapters are dense with advice on each major medium, but his overview is a great place to start to understand the dynamics of push and pull.
Here’s his list of guiding principles for push technologies (presentations, email, and twitter) to help enchant your supporters.
- Engage fast—respond in less than a day, it sets you apart from the crowd.
- Engage many—don’t focus on traditional influentials, you never know who will be your next most valuable supporter.
- Engage often—engagement is a process, keep engaging.
- Use multiple media—don’t get stuck on text.
- Provide value—find online gems and pass them on.
- Give credit—give hat tips and positive comments when you admire something someone else has written or done.
- Give people the benefit of the doubt—assume people are honest, smart, and decent.
- Accept diversity—Yes, it’s possible you’re wrong. Be flexible.
- Limit promotion—no more than 5% of your content should be promotion.
- Disclose your conflicts—it’s one way to achieve trustworthiness.
For pull technologies, Guy gives specific recommendations for each medium, like websites, blogs, LinkedIn, Facebook, and YouTube. For Facebook, he borrows some of Mari Smith’s favorite techniques.
- Add a landing tab to your page—give first-time visitors a place to get oriented
- Make use of Friends lists—create a list of important people and follow their updates with comments and likes.
- Use @ tags strategically—use @ tags to thank, acknowledge, and enchant people.
- Provide an area for your fans to promote themselves—give your fans their own forum.
- Respond to fans’ posts promptly and personally–use first names.
- Surprise your fans—introduce initiatives like Fan Page Friday or Share Your Blog Day so fans can share their links.
- Give special gifts—offer your fans a valuable, free download.
- Chat live with your fans—occasionally invite fans to interact with you live
- Involve your fans in content creation—when creating new products or seeking blog post ideas, ask your fans for ideas or reactions.
I’ll be using this book often as inspiration for my own work. Maybe you want to check it out, too!