And support spotlights are win-win-win.
In this episode, we'll cover the what, the how and the why. Listen now below, or wherever you stream podcasts.
Full Episode Transcript
Before we delve into our 3 wins, let’s real quick define the term “supporter.”
A supporter isn’t someone who buys your products — it’s someone who waits in line to be the first one to buy your product. Or regularly tweets or posts about themselves using your product.
It’s not the person who donates to your organization, but the person who calls on all their friends to do the same.
It’s not the person who comes to your event. But the person who shows up early and stays late to help set-up and tear-down.
Put shortly — your supporters are the people without whom your brand couldn’t exist.
A supporter spotlight is quite simply an opportunity for you to shine a light on one of your supporters and talk about how great they are. It can be a blog or a Facebook post, a short video on Instagram or whatever else makes sense for your brand. The primary thing is that you are shouting someone important to your brand.
So that’s the what. Now let’s talk about the why and breakdown the 3 wins involved in a supporter spotlight.
Win 1 — you are showing the world that your company or organization is bigger than just you and your paid staff.
There are people — not motivated by a paycheck — who care about you, your product or your mission.
Introduce these people to your audience. In the process you’ll inspire other members of your audience to want to dig deeper and learn more about what makes you, your product or your service so special. I mean after all, someone got up at 3am to buy that thing you sell. It must be pretty amazing!
Win 2 — This one is the most obvious. A supporter spotlight is literally a digital thank you. If your supporters are awesome, and treat you right, why wouldn’t you want to give them a shoutout for being so great.
Win 3 — This is the one that can really help you move the needle.
When you write up your supporter spotlight — you want to make it not just about how great your supporter is generally. You want to make it about why your supporter loves your brand the way they do.
Let’s say you’re a nonprofit that focuses on planting trees and gardens in urban areas. There are a lot of reasons someone might be excited about your work. Maybe it’s the after school programs you run. Maybe it’s the environmental component of your work. Maybe it’s the fact that you are beautifying the city by turning brown lots into community gardens.
When you write up your post thanking your support for being so great — clarify what it is that he or she loves about your work. And be specific. Because invariably, that person is going to share your supporter shoutout with his or her own audience. And guess what — if that person loves that you have an after school program for kids — that person probably has a lot of friends in their network that also have kids. And those people MAY have heard of you, but now you are providing this supporter an opportunity to introduce you and your brand directly to his or her friends and family… in your own words! You are talking about how great you are, but from the perspective of someone who already loves you and your work!
When I served as the digital director on a governor’s race, we did 45 such supporter spotlights throughout the final 30 days of the campaign. In every one, we introduced the supporter we were spotlighting, talked about where they lived and what their role was in the campaign. Then we talked about what got them excited about the candidate.
If they were a teacher, and liked that the candidate had a great education policy, we talked about that. If they were a nurse, and they were excited about the candidate’s healthcare plan, we talked about that. If they were in a union, and liked the candidate’s union stance, that was the focus of the post.
So when we shared our supporter spotlight, we were showing the world that the campaign was bigger than simply the candidate and his staff (win 1). We were thanking the people who had been working tirelessly to help get us to election day (win 2). And we were talking about why our supporters was so passionate about the candidate in a way that we knew would resonate with their own personal communities (win 3).
We knew that the teacher would have lots of teacher friends, the nurse lots of nurse friends, the union member… you get the idea. So when they invariably shared our spotlight, that allowed us to reach directly out to their friends and networks, talking about how great we were on an issue that we already knew was near and dear to their heart.
Win. Win. Win.
So find the people who help keep your brand going and thank them. It’s the least you can do! And you’ll probably grow your brand in the process!