Using social media to raise funds for an advocacy campaign, a charitable cause, a foundation or a nonprofit endeavor seems to top every organization’s to-do list. On its face, it seems easy, and the mechanics really are not that difficult.
However, building relationships with people on social media – particularly with those of the Millennial Generation and Generation X – takes time and care, and is absolutely essential to successful, long-term fund-raising growth, says Allison Fine, co-author of “The Networked Nonprofit.”
Fine does podcasts for the Chronicle of Philanthropy. In a recent interview on PBS News Hour, she noted that social media communities are particularly effective for building relationships with younger donors, who often learn about causes and charities on social media and make giving decisions differently than do their Baby Boomer predecessors. However, she cautions that the key is building relationships. “Don’t treat your donors like ATMs,” she says.
Source: PBS News Hour
At KSA, we recently finished a communications consulting assignment for a successful, established philanthropic organization that wants to better use communications to attract a new generation of younger donors. In focus groups with current donors and younger prospects, we continually heard comments such as, “Use social media and SHOW me where my money is going.” Or, “Make it relevant to me.” And, “Give me an opportunity to volunteer first and then ask me if I want to donate.”
What we learned echoed Fine’s research. Social media is a valuable tool for reaching new audiences, but, as she says, “It’s not direct mail.” As in all relationships, successful social media campaigns require two-way communications.
In the spirit of building dialogue and relationship, let me know what you think.
-- Kathy Schaeffer
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