We are hearing a lot about the new
technology and importance of social media such as Facebook, Twitter, Linkedin,
Pinterest, etc. After all, social media was the powerful tool used to overturn
dictators and to bring public awareness to critical issues such as child
soldiers and Joseph Koni. Its use was also extremely effective in obtaining
financial responses to the earthquake in Haiti and natural disasters elsewhere.
So, given the success of viral marketing through the internet and social media,
why even ask the question?
Is your nonprofit using social media
effectively? What is the return on investment on the use of social media, given
the time it takes to post, read, respond, etc.? How much time is taken up by
staff and volunteers, which could be spent in more productive activities?
The simple answer to the initial question,
(Is the Use of Social Media for Nonprofits Worth the Time and Effort?) is,
…….“it depends”.
Nonprofits use social media for many
different purposes among which are:
1. Building public awareness
2. Adding contacts for future cultivation
3. Spreading information about the
nonprofit’s mission
4. Providing information about blogs,
upcoming programs, activities, classes, training, webinars, events, performances,
etc.
5. Posting job openings
6. Seeking feedback to discussions and
questions
7. Encouragement of contacts to go to the
nonprofit’s web site for more information
8. Requests for information, donations,
volunteers, etc.
Social media fundraising is in its
infancy. Those who have been successful have built their network of contacts,
followers and “friends” over many years and are able to reach thousands of
potential donors quickly when an emergency or compelling case for support
arises.
Typically donations, obtained through
social media requests, result in small donations ($10-$100). Depending on the
number of gifts, the total could be significant. The keys to success are the
case for support and size of the potential pool of contacts, friends, and
followers. The strength of social media is in the ability to create a viral
message, one that your contacts will want to share with their other contacts.
While older adults are the fastest growing
users of social media, younger people are still the ones using social media the
most as a major form of their communication. Older adults have the greatest
giving capacity but young people are the future and key to long term
sustainability. Major gift fundraising,
which accounts for 80%-90% of all funds raised by nonprofits (especially for
annual, capital and endowment gifts) requires personal cultivation and
relationship building. While social media can be one tool used towards that
effort, the more personal effort is preferred.
Most nonprofits have not developed a
system and ongoing plan that has resulted in significant fundraising via social
media for annual operations.
The financial return on investment using
social media for fundraising is still minimal compared to other methods
of fundraising. Nonprofits, which are not using social media, need to do so to
the extent they are able. However, time spent on social media should not be
allowed to take away from the time spent on major gifts (prospect
identification, cultivation, face to face solicitation, and stewardship).
Consider social media as a way to be positioned for the future.
If you are just getting into the use of
social media within your nonprofit, think of it as primarily being a tool to
provide a return
on image, or a return
on engagement rather than a return on investment (human
and financial resources).
There are many new ways to analyze the
information available through social media. Each have ways to look at metrics
to analyze usage, impact and characteristics of contacts and connections. Those
who are serious and look at social media as just one part of an overall
organization's strategic plan will be more successful than those who use it primarily
as a marketing bulletin board.
It’s easy to put in a lot of time and
effort into social media, but for it to be worthwhile one needs to evaluate
outcomes; what happens as a result of your efforts that will enhance your
organization’s mission and sustainability.
What has been your experience? How can
social media be used effectively by all-volunteer or smaller nonprofits? What
would you add to this discussion?
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