If you think your organization is going to make a wheel barrel of cash from social media, then you’re wrong. Social marketing is a tool that can help raise the profile of your nonprofit but you’ll be disappointed if you think it’s an instant cash machine. Let’s go through some of the myths associated with online fundraising:
But The President Used It: Yes, President Obama did raise a lot of money during his campaign with the help of small, online donations. But he also had the national media following him and reporting on him every day. This coverage helped convince people to give to his campaign and feel like they were part of a larger movement. As a nonprofit, you don’t receive that level of attention that can be turned into cash.
Donation Buttons: On the front page of your website you put up a donation button. Usually these give people a variety of gift levels to choose from. I guess the idea is that someone will whip out his or her credit card and start giving. The problem I have with the button is that it’s rarely association with any kind of information. It’s like you’re saying, “We do good stuff, now give us your credit card number.”
If a group of strangers walked up to you and said that, would you give them money? Any ask for support (especially in a recession) needs to be supported with proof of what you’ve done in the past and how you’ll spend my money in the future.
And stop putting large amounts like, $10,000, as an option for an online gift. If someone wants to invest that much money with you, then you need to have personal contact with them. Don’t rely on the charms of an online form to secure a big gift.
If All You Do Is Ask Then We’ll Tune You Out: If every blog post, YouTube video, Twitter message, or Facebook update is an ask for cash, then you’re doing nothing more than acting like online junk mail. Your social marketing should be highly informative. Tell me what’s happening in your world. What have you achieved recently, how are you handling the economic slowdown, and what’s your unfinished business in my community? If you provide me with good information, I’ll want to give to you.
You’ll see part 2 on Monday.
Additional Resources:
Posted by Ken Okel 
