Is your nonprofit organization contemplating the benefits of social media?
A recent article in the Chronicle of Philanthropy, Charities Like Facebook for Rallying Support but Not Much for Fundraising, provides interesting evidence that the value of social media tools lies in their ability to increase awareness of your organization, but not necessarily financial support. The article suggests that nonprofits will benefit most from social media if they use it to:
- Generate interesting posts and encourage readers to forward them,
- Solicit emails for more direct communications and prospect development, or
- Invite feedback
“Very rarely would you pull out your credit card when you’re on Facebook,” says John Haydon, author of Facebook Marketing for Dummies. “People are going there to connect with friends or relieve boredom or avoid work. It’s not about making donations.” Read the entire article for more tips on creating posts that will actually be shared and collecting email information for more direct solicitation efforts. Only a small number of groups have raised more than a few thousand dollars through their social network.