Social networks: hold your horses

In the middle of the social media gold rush, a reality check over at The Agitator: Social Nets - A Fundraising Distraction?

Looking at some research from Pew Internet on the rise of social network sites (you know: Facebook, MySpace, and other services where people hang out and chatter), we find some interesting facts about who's actually taking part. These are how many by age group who have accounts on social media sites:

• 65% of online teens
• 75% of people online 18-24
• 57% of people online 25-34
• 30% of people online 35-44
• 19% of people online 45-54
• 10% of people online 55-64
• 7% of people online 65 and older

I'll bet I can guess where most of your donors fall.

And note that the percentages are of those who are online to begin with, not of the whole population. Further, just having a profile on a site doesn't mean you actually participate.

As The Agitator puts it:

... in terms of straight out fundraising, the usage numbers just aren't there today, especially when looked at in the context of how most folks actually use the sites. In 2009, I can think of many things I'd do to shore up my fundraising results before turning to experimenting with social net sites.

It's going to be a while before Facebook (or whatever the 2.0 version of it is) becomes a meaningful part of the fundraising world. Keep your eyes open, because it could happen suddenly. But it's not where the money is. Not yet.

Technorati Tags: fundraising, nptech

Comments

[Lynn Owens]

If raising money was the sole goal, I would agree. But if we are raising people, some of whom may become donors, then social networking is working now.

Also, would you want to be the organization looking back saying "if I had just invested in Microsoft in 1981..."

[Joe]

Hey Jeff, Interesting post. Check out a post I wrote today over at Selfishgiving.com on an experience I had a local Jewish group that won a $25k vote-getting competition not by being on social network but by using their close cousins, websites, blogs and forums. It may be sooner than you think before groups are motivating donors to give via social networks. Joe

[David Moore]

Jeff, I just hope leaders of these organizations realize this. I love social media. And all of these social media tools need to be implemented, but not necessarily relied on for sources of funds. As pointed out, maybe you do get some activism and volunteer help etc. But the the bucks keep the doors open and not even email reaches that demographic like we wish it would. But fortunately for me, good old fashioned direct mail postcards, invitations and newsletters can still get in the mailbox of the 45+ yr olds.

[Katie Shaddix]

Even if social networking sites and their members aren't yet ready to replace conventional funders and fundraising means like direct mail, I argue that they still have a valuable place and should not be written off.

Members of the age groups most likely to use sites like facebook and myspace often have the ability to donate something that big money donors can't or won't--time and talent. That 18-34 age group encompasses a lot of energetic students and young professionals willing to help out with a worthy cause.

My organization has had resounding success using facebook and myspace to recruit all sorts of in-kind donations, from professional graphic design to office supplies to IT assistance.

For volunteer recruitment for tasks like stuffing envelopes or collecting tickets at a special event, offers of things as simple as free pizza in exchange for help have resulted in dozens of volunteers signing up within hours.

We've focused on using social networking sites for these sorts of purposes, and in the meantime have managed to collect a few hundred dollars through small donations, which has not been bad considering that we haven't attempted any kind of fundraising drive and that these donations are purely incidental.

Another upside to making contacts with all of those 18-34 year olds now is that you'll have an advantage with them down the road when they belong to an age group more likely to have discretionary income.

[Jonathon Grapsas]

Funnily enough, the first blog I posted last June focused on the same topic.

http://jonathongrapsas.blogspot.com/2008/06/social-networking-next-big-thing-for.html

For me, right now - a distraction.

Jonathon