How social media is changing nonprofits

Posted by guest blogger Andrew Rogers

Jeff has written a few posts displaying a justifiable skepticism about the merits of social media tools like Facebook and Twitter for nonprofit fundraising and donor-communication. Over on the social-media news site Mashable, however, Beth Kanter suggests "4 Ways Social Media is Changing the Non-Profit World," namely:

1. Deepening relationships and engagement.
2. Individuals and small groups are self-organizing around non-profit causes.
3. Facilitating collaboration and crowd-sourcing.
4. Social change behind the firewall.

I think the first is the most broadly relevant to donor-powered fundraisers. Charities and businesses (and for that matter, individuals) who seem to find the most value in social-media tools like Twitter are those who approach them as ways to meet and engage with their friends, peers, constituents, and supporters. Seeing them primarily as advertising billboards or if-we-could-just-figure-it-out fundraising channels, on the other hand, can lead to frustration, boredom, or "I just don't see the point."

I just did a quick Twitter search for some current and former clients of mine -- not as Twitterers themselves, but in other people's conversations. My unsurprising results? Every single one of them, even the smallest, was being talked about by someone. Each one of those "tweets" is a chance to "deepen relationships and engagements" with someone who cares enough about you to mention you to others. I think that's worth a look.

Andrew Rogers is an associate creative director at Merkle. He tweets.

Technorati Tags: fundraising, nptech, social media

Comments

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[Kasey Skala]

Social media is a great tool for most non-profits, as long as they maintain the accounts. I think one problem with non-profits is the mistake of using social media to solicit donations and raise money. That shouldn't be the primary reason of implementing social media. Use it to build a community and raise awareness. If the donations come, great. If not, at least you are getting your message out there.