The CEO of Collidescope.io has us hopping aboard the “Influencer Train”! Nonprofits are finding success in connecting with brands and influencers to boost their messaging on awareness, engagement, or action opportunities. The “Influencer” role is maturing quickly, and NPOs that learn to establish relationships with influencers who have related, authentic social networks, set guardrails to manage how their story is told, and plan in advance how to measure the impact of this new social whistle-stop, are finding that it pays dividends. More about Collidescope.io
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Segment Summary:
In this episode of “The Nonprofit Show,” host Jarrett Ransom welcomes Nick Lynch, the CEO of Collidescope, to discuss the use of influencer marketing and its impact on nonprofits and donors. Nick shares his professional background in building digital and social media solutions for brands and advertisers and his personal involvement with nonprofits, particularly the Make-A-Wish Foundation. He explains that the idea for Collidescope came from his concern about how nonprofits would generate revenue during the pandemic when in-person events were no longer feasible. Nick recognized the potential of connecting brands that engage in cause marketing with nonprofits that share the same vision and values, along with influencers who are passionate about specific causes. He describes Collidescope’s role as sitting at the intersection of marketing, media, and measurement opportunities related to impact, corporate brands, nonprofits, and influencers.
Jarrett and Nick dive into the topic of influencer marketing and philanthropy, starting with a discussion on what defines an influencer. Nick emphasizes that anyone with an audience on social media, regardless of the size, can be considered an influencer. He explains that influencers now have a platform to create content and communicate their opinions about various topics, including social impact. Nick suggests that nonprofits should identify potential partners among influencers who align with their organization’s values and causes, even if they haven’t connected personally yet. He notes that influencer marketing is a growing industry with ample opportunities for collaboration.
When it comes to leveraging influencers for nonprofit storytelling, Jarrett raises concerns about relinquishing control over the narrative. Nick addresses this fear, assuring that influencer marketing has matured as a legitimate business channel. He explains that influencers are generally careful about not negatively impacting the brands they collaborate with, as their livelihoods are at stake. Nick recommends creating a detailed campaign brief that outlines specific messaging, do’s and don’ts, and visual references. This process allows nonprofits to achieve desired outcomes and enhances the likelihood of successful collaborations.
Regarding approval processes, Nick explains that the influencer typically operates within the provided framework and may have negotiated revisions accepted by the nonprofit. The content is then sent back to the organization for approval before scheduling publication. While there is growing comfort and flexibility in influencer partnerships, organizations still maintain guardrails and have final approval. Nick emphasizes that influencers rarely post content without obtaining approval first.
Overall, the discussion highlights the power of influencer marketing for nonprofits, emphasizing the need for alignment, clear communication, and effective collaboration between influencers and organizations. By harnessing the reach and influence of these content creators, nonprofits can effectively raise awareness, drive engagement, and encourage action among their target audience.