How to hire a Social Media Manager

Today I had a laugh on twitter when my friend posted:

@MrsMcDowall: I love job ads asking for a social media manager with 5 years experience.

Why was I laughing? Well, because in the realm of social media and online fundraising we are literally exploring a new frontier. No one has been here before.

The very first post EVER on twitter was only five years ago in March 21, 2006 when founder Jack Dorsey made twitter history with: @jack: just setting up my twttr

Since that tweet there are now 175 million registered twitter users, 95M tweets are written per day and twitter employees 300 people. That growth has happened primarily in the past two years.

Facebook is a little older. With over 500 million active users today Facebook was founded on February 4, 2004. Their users spend over 700 billion minutes per month on ‘The Facebook’ – that is 18,000 lifetimes – per month. But even a short four years ago most of us didn’t use Facebook at all. The growth chart is out of this world.


We all know that at the moment it is very rare for a charity to actually drive significant revenue from online activities. It is just a fact. For most organizations the majority of revenue will come from offline channels. But that won't last forever. So, it is the progressive and forward thinking charity that has made a commitment to hiring a ‘professional’ to manage their social media.

With 18,000 lifetimes spent exclusively on Facebook every month if people are a part of your business you have to go where the people are. A dedicated social media person is an important and valuable addition to any progressive team. Further, if you have convinced a legitimately skeptical CEO to add this position: the pressure is on – you need to make a good hire and prove their worth quickly.

So how do we find someone who actually understands and can navigate this new frontier? This is what I would look for:

1.The ability to use and understand the languages of twitter, facebook and instant messaging. For example can they say ‘Tweet and ReTweet’ without choking? Do they know the difference between a fan page, cause page and event page on facebook? Can they pass an emoticon test?

2. Do they currently use any of these forums professionally or personally? If so how often? How many quality followers do they have? How many lists are they on?

3. Can they demonstrate how they have successfully transitioned online relationships to offline relationships?

4. How many other charities are they following online?

5. Have they ever donated online? What motivated their gift? How might they apply that to your charity?

6. Can they tell me about four different tools to measure the impact social media?

7. How would they integrate social media with our website? Do they understand the difference?

8. What is the most recent social media benchmarking they have?

9. Does their twitter stream contain a nice balance of RT’s, replies and self promotion? (google them before you call them for an interview)

10. Have they ever tweeted from the bathroom? (ok we can’t ask that but admit – you’ve all done it.)

I guess mostly though, if I was going to hire a social media manager to run my show and prove to my organization that social media is a game we want to be a part of – I wouldn’t be looking for a ‘social media guru’. I’d be looking for a relationship expert. In fact, I’d probably just hire @MrsMcDowall.

In the past couple of months I have observed Clare successfully meet, engage, promote and establish offline relationships with countless charities and fundraisers during her transition moving from Scotland to Canada. Clare is genuine, motivated and as charming offline as she is online. In fact, she and her husband @MrMcDowall have somehow ended up with an invitation to join my family for Easter dinner, and I invited her to observe a very important private workshop at my work. It all started with a simple ‘Follow Friday’.

But if you can’t hire Clare because by the time you read this she has found another job and if you don’t know enough about social media to understand my bullets above just know this:

If a candidate says they have 5 years social media experience chances are they are lying. NO one was using social media 5 years ago.

Thank you for spending time here.

Legacy Giving - Starting the conversation

Every gift in every will makes a difference, no matter how large or small.

In my previous post about Legacies Colin Kemp asked how I bring up this subject with donors? This is a GREAT question. The answer to which, in my opinion, is: You Don't.

So how have discussions about bequests with donors become a regular part of my work? I believe that we have done a number of things to create a climate whereby donors come to me when the time is right for THEM to have this conversation.

I started really thinking about legacy gifts in 2008 at my very first International Fundraising Congress (IFC). Anyone who has attended a session on legacies with Richard Radcliffe is probably smiling right now. He does that. Makes you smile.

At one point Richard very enthusiastically made the statement above and then he shouted, 'PUT IT ON YOUR BLOODY BUSINESS CARD!' So I did. Richard may have been joking but I was earnest and this is what my business cards have looked like ever since.


My interest continued and I attended a masterclass on Legacies facilitated by Richard in 2009. It was fun and I learned stuff, but I still didn't know how to start the conversation about bequests.




In 2010 I started working with the AGENTS of Good and in particular friend, mentor and Canadian Fundraising 'Guru' (yes we have a few Gurus of our own) David Love. Our mission? To revitalize the Planned Giving program in my organization. Working collaboratively with The Agents we have made a number of key strategic changes that I believe have made a significant difference.

1. Personalizing the ads we use
I was reluctant to put my picture on our legacy ads. After all, contrary to how it might look on this blog, I believe the fundraisers are mere facilitators of the gift and that program staff and the CEO should have the public image in any organization. The AGENTS insisted and I now know they were right. Simply adding my picture with a statement inviting people to call me if they want to discuss their legacy has had a profound impact. I now have the sheer pleasure of receiving some of the most sincere and personal phone calls from donors. I still remember the first email I received after running the ad below. It said: 'My partner and I have included your organization in our will. We just thought you should know.' Wow.

2. A special, highly personalized mailing to long time supporters
I wouldn't do this every year. Every three maybe. With the help of the Agents we sent a very high end personalized mailing to everyone in our database who has a history of ten years or more - regardless of the size of their donations. This letter was a very soft sell. We talked about the importance of legacies on an emotional level - not the tax incentives. We let donors know that we could serve them better if they shared a little bit about themselves with us and that is why the survey included was important. The survey also connected them with our mission by asking them to 'Tell us about a time when nature took your breath away.' Everyone who responded to the survey has raised their hand and said 'Yes, I would like to have this conversation with you.' All I have to do now is reach out to them.

3. We tell stories.

The Agents call it 'Creating the opportunity for yes.' Telling stories about other donors helps people imagine how they might be able to do the same thing. Here is a story about Graeme. True this is a planned gift and not a bequest. Still the story is a good one. Graeme's mother also gave me permission to talk about her here.

4. Include an ask in speeches
At large gatherings of donors our President always mentions the importance of leaving a legacy. Sometimes he uses humour sometimes it is more sincere. But mentioning it to a crowd lets people know we are keen to talk about it without pressure on anyone in particular.

5. We are starting a Legacy Grove.
For every bequest we receive we will be planting a tree. This demonstrates to those who are still with us that when they are gone we will continue to think of them and respect them. Their legacy will live on in a hardy Canadian Red Maple.

I'm really not sure what a legacy 'expert' would think of this experience that I am sharing with you. I certainly don't remember learning any of this stuff while studying for my CFRE, in fact I haven't had to use the words 'Charitable Gift Annuity' once. I really just know two things: Legacy messages need to permeate throughout your organization and we must focus on building solid relationships through conversations that our donors initiate.

A WARNING: Should you choose to work with the AGENTS on your legacy program or any other initiative I must warn you. Your donors will become more engaged, some will even complain and you WILL raise more money for your cause. I just thought you might want to know that going in. (I'll blog about the complaints next weekend).

Thank you for spending (SO MUCH) time here.