Social media provides effective new channels and opportunities for donor government outreach and advocacy. We’re currently pulling together a brief for agencies to better understand the potential and help them strengthen their external relations through social media. The social media strategy should be four-pronged: 1) making current donor communication more effective and engaging 2) harnessing social media to gain public/mass support, with which to lobby and advocate governments 3) reaching the e-fluentials that in turn influence top decision-makers 4) and, through viral marketing and innovative online efforts, reaching them as individual social media users.
We hope, through our material, to spur agencies to re-think their donor outreach: to use social media to re-energize relations as well as opening up a productive dialogue on development and health.
