As a millennial, there are two statements that I often hear that irritate me to no end. The first is the misconception that “social media is for young people.” And the second is that online fundraising should be separate from “traditional fundraising plans.”
I feel confident that the misconception that only young people utilize social media is less widespread than it used to be. And, statistics show it’s not even true. According to iStrategyLabs, “the 35+ demographic now represents more than 30% of the entire user base” on Facebook. Furthermore, “the 55+ [Facebook] audience grew a whopping 922.7% in 2009.”
What is true, however, is that nonprofits are still acting like social media audiences are not potential users or, more importantly, potential donors of their institutions. Which leads me to the second misconception, the need for separation of traditional and online fundraising.
The key to fundraising, whether traditional or not, is effective communication and relationship building. You can plan the most posh fundraising gala on the planet, but if you can’t effectively invite people to attend, you won’t raise a cent for your institution. Social media is the way people are communicating in today’s world. Nonprofits need to start getting better at it.
Some nonprofits are incorporating social media, but most are barely tapping the surface. Simply starting a Facebook page or Twitter profile won’t get you very far. On the contrary, I would argue that setting up an account you hardly use has a negative impact on your institution’s public image. The operative word in social media is social. If you’re not going to interact with people regularly, then you’re not effectively communicating.
What’s more, it is not only individuals utilizing social media. If you search Twitter today you will find over 100 Foundations that use the networking site to disseminate information. Facebook even has a special section unique to Nonprofits that allow individuals to search for different causes. Your potential donors are out there and they’re looking to talk to you. And, the best part of social media is that these communications will most likely go viral and be spread through “word of mouth,” thus multiplying your efforts.
As with any new venture, it takes planning. Do not start a new online fundraising initiative until you have effectively adapted your annual appeal for the web. A social media communications plan needs to be developed and incorporated into all aspects of a strategic plan in order to be the most effective.