Tweet Cash
If you think your organization is going to make a wheel barrel of cash from social media, then you’re very 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 ongoing 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 coverage 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 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.
Don’t Just Be A Transaction: If all you do is use social media to hit me up for cash, how are you any different than any other nonprofit that contacts me? I’ll hit the delete button on you before you can say, “online giving.” Don’t be lazy and think that putting out an electronic ask is all you have to do for a fundraising strategy.
Isn’t Something Better Than Nothing: That depends. Do you want spare change or an ongoing investment in your organization and mission? If you hit someone up for an online money grab, they might give you $5 or $10 dollars. It’s a reasonable transaction for many. But who’s to say that they wouldn’t have given you more, if you had taken the time to use social media to tell them more about your organization. And while I may give you five bucks, does that give me a false sense that my gift has just solved a major problem?
Use social media to take the potential donor into your world and let them know why you are important. I hate to burst your bubble but many people have no idea what exactly you do and why it’s critical to your community. They just know that you do, “good stuff.” By highlighting your mission, your successes, your staff, and volunteers you can become known as the nonprofit that does good work and gets things done.
Ken Okel is a keynote presenter who helps people and organizations communicate better, be more efficient, and stop feeling so stressed out. For his free newsletter and special report, 7 Communication Mistakes that are Costing You Money, go to his website at http://www.kenokel.com You’ll also be able to see a video of Ken’s famous police dog attack story.
Ken also helps nonprofits and businesses develop their Internet presence at: http://www.socialmedianonprofits.com
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