Social media has taken the world by storm, but not the fundraising industry. There are certain pros and cons for using social media, so let's explore what they are so that you can make an informed decision about integrating it into your fundraising plans.
Much of the resistance to using social media outlets comes from a misperception of whom is on social media. An executive director at a non-profit organization asked me "why waste my staff's time on social media when kids who won't support our mission are primarily the ones using it?" I pointed her to a recent study by the Pew Charitable Trust which shows social media use:
- 77% of adults age 30-49
- 52% of adults age 50-64
- 32% of adults 65 and older
More at: http://www.pewinternet.org/2013/02/14/social-networking-site-users/.
Because social media communication happens in real time, you should have someone monitor and update it frequently. With a small staff, this can be difficult. Adding it as a duty for an existing employee or using volunteers could help. For a full time employee, this can take as little as 10% of his/her time. Of course, the more you post, the more time you need to spend monitoring it. You also want to pay attention to any negative messages that people disseminate. Social media can make your organization vulnerable, so be alert.
There is no replacement for face-to-face relationship-building in fundraising. It will always be the way to acquire major gifts and maintain a sustainable fundraising operation. But social media can play a key role in building your annual fund and connecting people to your mission who you thought you'd never reach. I went from almost no social media usage to heavy usage. The result has been a 160% increase in online giving in two years.