You might never have heard of Stefani Germanotta. Yet, she is known internationally as a top recording artist, nine-time Grammy Award winner, social activist, and philanthropist. Following the 91st Academy Awards, we now also know her as an Oscar winner.
You, as her millions of fans around the world, likely know her better as Lady Gaga.
Jesse Desjardins, when he was Social Media Manager for Tourism Australia, recognized that Lady Gaga is more than a singer. He recognized that she is even more than an entertainment genius. He understood that marketing and public relations professionals could learn from her, so he put together an interesting PowerPoint presentation, “10 Ways to be a Marketing Genius Like Lady Gaga.” When I saw the slides, I believed that fundraising professionals could also learn a great deal from her. Thanks to permission from Desjardins, I’m able to share 10 useful insights with you.
1. Have an Opinion
“Gaga regularly speaks out on issues she feels strongly about. In doing so, she keeps herself in the public eye.”
By speaking out, Gaga makes certain no one forgets her. She remains relevant. She advances the issues that she finds important. She engages her fans.
Your organization has an important mission. Let supporters and potential supporters hear about it beyond those times that you ask for money. Stay in front of them. Remain relevant. Engage people year-round while advancing your organization’s mission. Communicate about issues relevant to your organization’s mission. Ask supporters to help in ways that don’t involve giving money (e.g., volunteer, call elected officials, etc.). Share information people will want and appreciate.
2. Leverage Social Media
“Gaga has worked tirelessly on accumulating over [78] million Twitter followers and [55] million Facebook fans.”
To put that into perspective, there are only five people on the planet who have more Twitter followers. In other words, tens of millions of people want to hear what Gaga has to say, and she says things people want to hear. She speaks to people where they are.
Today, people consume information in more ways than ever before, and how they do it varies by age group. You need to be where they are if you want your message heard. Understand the demographics of your supporters and potential supporters and learn what media they consume. Then, be there with relevant, meaningful information.
3. Be Different
“Differentiate wisely. There are too many normal people doing normal things. Show, don’t tell. You are extraordinary so show it.”
You’re not alone. Unless you work for an exceedingly rare charity, others have the same or similar mission as your organization. What makes your organization special? Why should people care about your organization instead of the others that do similar things? You need to address those questions if you want to capture hearts.
4. Don’t be Afraid to Make Lots of Money
“Being starving is not fun. If making a ridiculous amount of cash is what you want to do, go for it.”
If your organization relies on donations to fulfill its mission, don’t be shy about doing what it will take to get the funds your organization needs. Don’t be afraid to ask people for money. When people ask you what you do for a living, answer them with pride.
5. Give Your Fans Something to Connect With
“Gaga calls her fans Little Monsters and gives them a shared symbol. The official Little Monster greeting is the outstretched ‘monster claw’ hand. This allows fans to identify each other and connect.”
No, you don’t need to create a secret handshake for your supporters. However, you should create a sense of belonging. People would rather join a cause, a movement for change, than simply give money to a dusty institution. Provide people with easy ways to connect with you. Give them opportunities for meaningful engagement as a way to build connection.
Michael Rosen Says... 