Wednesday, August 27, 2008

The social networking bug

In the ever changing/evolving landscape of nonprofit direct marketing, the latest “hot” topic is how organizations can leverage social media sites to connect with potential donors/ activists, in the hopes that their mission will resonate with them and thus get them involved.

According to a recent Michael Pucian article in The Philanthropy Journal, “unlike e-commerce, which has been the huge Internet focus over the past 10 years, social networking is about connecting and getting involved, and not about buying and selling. Thanks to social media this is the perfect time for nonprofits to step up and ensure their mission is one that people are talking about.”

It may be the perfect time for nonprofits to step up, but the concept is a difficult pill to swallow for most traditional nonprofit organizations. It has always previously been about connecting with a person, telling them a story, that in turn, compels the person to make a donation. When did it not become about “selling”?

Ugghhh, and you thought direct mail acquisition mailings were a difficult sell to your board. Now you want to sell them the idea that you need one full time person on your staff who will be responsible for writing blogs, etc. that may or may not bring in supporters to your cause.

I happen to agree with Mr. Pucian’s take on the subject, but make sure you have all your ducks in a row before getting in front of the board. Have a concrete plan in place.

Mr. Pucian goes on to speak about the time investment that organizations must make in order to make this a viable operation. In his eyes the strategic commitment that it takes will cost you one full time person. As Mr. Pucian states find a person with the following qualities to spearhead this endeavor:

- Knows and enjoys social media
- Is tech savvy (but doesn't have to be a geek)
- Knows your organization and is committed to its mission
- Has a personable, outgoing writing style

One of my concerns with all of the hype surrounding social media is the audience you are reaching out to, and their long term involvement and commitment to the organizations. These folks are likely younger and/ or without families and perhaps not ready to become donors just yet.

I look at my personal use of Facebook and MySpace. Although I have an account on each site, I do not currently, nor, do I think will ever have the time available to spend utilizing all of their capabilities. Think about how you are going to keep people engaged and involved long enough so they can become donors and supporters! Have a plan!!

Labels: fundraising, nonprofit, social media

posted by Michael Kertelits at 4:44 PM   0 comments

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