|Struck by lightening!|
I’ve been thinking a lot lately about the lightening fast transformation over the past few years of how we communicate. It’s changed the world of fundraising and marketing in ways that are only beginning to be recognized. Social media rules, but most organizations don’t know how to harness the power of technology to create real constituent engagement. Communication is no longer a one-way street. Strategic plans still talk about “outreach”. That’s a one-way transaction. Today it’s about “in-reach.”
Until our nonprofit leaders (not just the marketing and development folks) understand this, we are not going to be putting the resources into development that will yield the results we seek. It has always “cost money to make money.” This hasn’t changed. But where we put the money/resources/staff time is different. And part of those resources must be applied to planning/monitoring/evaluating. This excellent post on What’s Your Social Media Marketing IQ? is worth a read. We’re asked to consider: guidelines; goals; management and strategies. Pretty basic stuff. Yet a lot of us are simply ‘winging it’ when it comes to social media.
|We’re stuck together. What’s next?|
People are trying a lot of stuff to see what sticks. But then when it does stick, they don’t know what to make of the stickiness. How can they capitalize on it to create a long-term positive outcome for their organization and the community? We need to be discussing the underlying issues of all the change we see. We can’t just dance on the perimeter.