Here’s an example of using a social channel for quick-and-dirty marketing in the nonprofit world:

Reaching out to prospective members has always been a challenge to IABC chapters. Even with the association’s record membership, which recently exceeded 16,000, finding people working in communications who can benefit from membership in a professional organization isn’t like, say, finding people who can use a better deodarant. Local chapters have it toughter than the international association, which has more resources to devote to marketing, including a professional staff; chapters are entirely volunteer-managed.

One chapter has found a channel—literally—that could boost its membership prospects. Dallas/IABC, which is in the midst of its membership month, has set up a YouTube channel and loaded it with short videos that include member testimonials and
reviews of the benefits of joining.

Most of the early crop of videos seem to have been shot at Houston and Dallas chapter meetings, but the hope is that individual communicators will produce their own. In a press release (emailed to me, but I can’t find a copy online), chapter president Julie Songer invites communicators—local or not—to upload three-minute-or-less videos addressing a communications horror story, personal communication accomplishments, the value of IABC membership or an IABC moment. The chapter has produced a PDF quick-start guide. (A web page might have been better than a PDF and I didn’t see any tagging requirements that would help the chapter identify the video.)

Getting a channel with multiple videos on YouTube makes sense for a number of reasons:

• Any member can embed a video in their own blog, exposing the chapter to a new audience
• Tagged well, the videos can attract attention through searches on YouTube
• It gives the chapter some cred as a leader in the use of new communication channels (Dallas IABC also has a LinkedIn group)
• It gets members who may have been looking for a short, simple activity the opportunity to get involved

It’s certainly an idea any local chapter of any association—professional or charitable—could adapt.

Here’a sample of what you’ll find on the channel: