Online Fundraising Strategy Digital Marketing

Riding the High of the News (and a bit of Grateful Dead)


Episode Summary

When it comes to gaining visibility for your organization or cause, you can take advice from David Meerman Scott, a fellow DeadHead and founder of the newsjacking movement.We’ll also discuss how to piggyback off of news stories and leverage trending topics.

In this podcast, David explains how you can use the news cycle to your advantage and boost the reach and impact of your message. Through hashtag searches, news alerts, and some self-awareness, you and your organization can build a formidable system for drawing attention to your message and creating conversations around it.

The key is to focus on speed, accuracy, and credibility to add value to the stories. Controversial topics are fair game, but be sure to think how your comments can be construed by people with different points of view in order to avoid offending others.

Basically, creating content that’s related to breaking stories is a great way to put your organization and your cause under the spotlight. But one important thing to take note of is to make sure that everyone on your team is on the same page. The ability to create a dedicated website related to the event is key to a successful fundraising campaign.

This goes in line with some of the topics discussed in “Brick by Brick” where we explore the importance of having a streamlined, up-to-date website that funnels visitors through various calls to action helps increase the number of donors to our cause. Another chapter also touches on the importance of effective storytelling by sharing a brief concept that suggests that storytelling helps people nurture relationships with one another and how, like all stories, they can be shared with one another in many ways through blogs, down to word of mouth.

Listen in as we discuss community engagement, social identity theory, the best ways to get started and how to avoid stepping over the line when it comes to your brand, along with a bit of Grateful Dead and current events like the Olympics and the #MeToo movement.

About David Meerman Scott

David Meerman Scott is an internationally acclaimed strategist, whose books and blog are must-reads for professionals seeking to generate attention in ways that grow their business. Scott’s advice and insights help people, products and organizations stand out, get noticed and capture hearts and minds. He is author or co-author of ten books – three are international bestsellers. The New Rules of Marketing & PR, now in its 6th edition, has been translated into 29 languages and is used as a text in hundreds of universities and business schools worldwide. Scott also authored Real-Time Marketing & PR, a Wall Street Journal bestseller, Newsjacking,World Wide Rave, and the new hit book The New Rules of Sales & Service. He co-authored Marketing the Moon (now in production as a feature-length film) and Marketing Lessons from The Grateful Dead.

He serves as an advisor to select emerging companies who are working to transform their industries by delivering disruptive products and services. His advisory clients include HubSpot (NYSE: HUBS), where he also serves as Marketer in Residence. In past advisory work, he contributed to successful companies as a member of the board of directors of NewsWatch KK (sale to Yahoo Japan) and Kadient (merged with Sant) and served on the board of advisors of Eloqua (IPO in mid-2012 and sale to Oracle in early 2013) and GrabCAD (sale to Stratasys in 2014).