Bang for buck, return on investment, your money’s worth; it doesn’t matter what you call it, the importance of value to your clientele cannot be overstated.
Whether it’s members, donors or customers, it’s crucial for your organization to highlight its value to them. After all, they’re investing their hard-earned cash on your products and services.
Most organizations do provide as much value as they can, but it’s figuring out how to show this value that can be difficult. Words can make believers of some, but sometimes that doesn’t cut it. Visuals can be a powerful source of proof, but even those fall short sometimes. Videos can oftentimes act as the looking glass onto value. The great thing about social media is, you don’t have to pick just one of these mediums, you can combine all three!
The written word is a powerful tool for your organization to underline the value it provides to its community. Fortunately, there is no shortage of opportunities on social media to use words creatively and effectively for this purpose.
Twitter may only allow you to write 140 characters per post, but even though each tweet is one drop in the bucket, it fills it up fast. Live-tweeting an event or initiative is one way words can have an impact on your community’s perception of your value. For example, if your association is advocating by conducting a lobby day, live-tweeting the process puts all the work the organization is doing into perspective. When, at first, a member may see a advocacy as a vague term holding little value, clear, brief and specific details, as they happen, will give members something more tangible. It also allows members to have more say in the process, adding value to their membership.
What Twitter does in 140 characters, blogs can do more in-depth. Having a blog section on your organization’s website allows for stories to be told about the work your organization is doing and how it is adding value to peoples’ lives. For example, conducting an interview with a customer, member or donor about their experiences with an event, benefit or product doesn’t just tell the rest of your community how valuable you are, but shows them with the words of someone who is relateable and has the same goals and needs as them.
Visuals, like photos or infographics, can drive the value point home to many members of your community. Visuals are engaging and help put meaning to the words and phrases people hear over and over again.
Infographics are great tools to use when you have a lot of nifty data that proves your value, but you don’t exactly know how to present it to your community. Data is powerful, as many of your members, customers or donors want to quantify how your organization is of value to them. Instead of running through a list of numbers, infographics make these figures visual and engaging. For example, if you want to show how much a professional will save as a member as opposed to a non-member, charting it out with an infographic will draw the attention of individuals and make it easier for them to see your organization’s value without having to wade through long lines of text or large strings of calculations.
Photos can also act a way to highlight how your community’s contributions have resulted in something concrete and valuable. Posting albums to Facebook, images to Pinterest or snapshots on Instagram allows people to see what they getting for their money or time. For example, posting photos of your organization’s trip to build a school in a foreign country or deliver products to a local hospital gives donors a clear vision of how they are helping and where their investment is going. It also allows them to comment on and share in the experience even when they are not physically there, which also provides value.
Videos are to pictures what blogs are to words; they offer organization’s a platform to deliver more in-depth explanations and bring smaller chunks of information to life. This allows you to tell the story of your organization’s value in a more useful and engaging way.
We have explained in-depth about the advantages that how-to videos can give your organization when providing and explaining value for your community. Along with how-tos, short video interviews with members or staff showcase your organization in action, gives a look at the effectiveness of your products/services and highlights the work being done by staff or volunteers to make your organization the best it can be. For example, making a short video of a “day in the life” of a staff member shows your community how your organization is striving every day to make their lives better. The personal angle, along with engaging visuals and relevant detail helps your community get a better perspective on the value your organization provides.
Shorter snippets, such as the 6-second Vine videos, can also be used by association, non-profits and small businesses to show value. While these videos don’t necessarily give your community a lot of detail and information, they act as a teaser and provide your audience a sense of potential for value. For example, if your small business is having a sale, a Vine or Instagram video of some of the merchandise on sale will pique the interest of your audience and show them the potential value of their visit.