The majority of nonprofits are not paying enough attention to social media. This may have been understandable five years ago. Today, it’s just plain dumb.
If You’re Absent No one Can See You
Nonprofits constantly talk about their need to “build awareness.” In our digital world, it should be patently obvious that if you want to be found you need a strong online presence – and particularly a social media presence. You can’t raise money from folks who don’t know you exist.
It wasn’t that long ago that the primary ways people found each other was through offline networking. Broadcast media. Mailings. It was a lot harder for marketers to find their target audiences because everything was very broad brush.
Today, that’s no longer the case. The model for bringing donors in and moving them up the donor pyramid is changing. You can find people – and they can find you – anywhere in the world, any day of the week and any time of day. And the number one way people find a new brand (yes, your nonprofit is a brand) these days? Online!
Digital media consumption has increased by nearly 50% in the last three years, which means people are turning to online sources for content more and more. 65% of adults now use social networking sites– a nearly tenfold jump in the past decade. They’re there; you need to be there too.
How Social Media Helps Nonprofits Find Donors
Social media has made it possible for folks to find and connect with other folks who share their interests and values. They can easily share content that provokes or inspires. They can engage in ongoing discussions. And as they form into niche groups around areas of interest, these are groups you can easily tap into.
What makes me think you’ll find folks who will convert into donors?
According to UNC School of Government, one in five adults in the U.S. has donated online in the last five years – that’s 49.1 million people!
According to a Waggener Edstrom survey, more than 55% of those who engage with a nonprofit via social media take an action. Of those who take actions, a whopping 59% donate money.
Plus, you’ll find there are all sorts of other beneficial actions you can expect those who care about your cause to take, including volunteering, attending a fundraising event, purchasing a product to support your cause, donating in-kind goods, and so on.
For tips on what it takes to “own” social media as a small to medium-sized nonprofit, read my lengthier article on the subject, Why Schrewd Nonprofit Fundraisers Need to Own Social Media, on the Maximize Social Business blog. It’s got all sorts of things you can do to drive awareness, engagement and investment using social media.
Image courtesy of Freedigitalphotos.com
Get Social by Blogging
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