Don’t treat your donors like ATMs

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

Comments

[Charles Falls]

Mr. Gladwell's article highlighted the loose bond that is formed through social media, and the uninspired results generated through those bonds. While your ATM analogy is great, the mistake most social media programs make is that they are little more than an ATM network where everyone has the same PIN. All who enter that PIN (by liking the page) see the same info in the account.

That's why our social media efforts seek each follower's email address. With this info, we can personalize messages to show and tell them what their time/money gets them in return and can thank them personally for each effort. Tracking emails also gives us a better idea who deserves the thanks.

These personalized messages take social media to a personal medium. And that is where the weak bond Mr. Gladwell wrote about gets much stronger.

[Kathy Schaeffer]

Bill, Thanks. Perspective to balance hyperbole is always valuable. Kathy

[Bill Hanekamp]

I love the quote, “Don’t treat your donors like ATMs,.” I can see organizations falling into that trap. However, Malcolm Gladwell wrote a great piece in the New Yorker about how we might oversell social media's ability to create change and deliver fundraising $. It's good food for thought. The article is here: http://www.newyorker.com/reporting/2010/10/04/101004fa_fact_gladwell