Social networking presents a fantastic opportunity for fundraising, but some variety is important for healthy, long-term giving, according to Amanda McLean
The online world is much like the ideal fundraiser: multi-connected and extremely diverse. By now, many charities have dipped a toe into the water of digital media and we have seen some good results. Social networking on sites such as Facebook means that you can present a lively, connected ‘face’ of your charity to donors and potential supporters. Twitter means you can ‘drip drip’ key organisational and fundraising messages without any intermediary.
However, the style and tone of information you provide on social channels will naturally differ from that which you publish in organisational press releases, publications or even on your website’s homepage. In all of these channels, charities face a daunting loss of control in welcoming contributions from a myriad of commentators, supporters and even potential detractors.
How should charity fundraisers maximise online fundraising? And, how do these channels affect some of the traditional fundraising theories and practices?
Avoiding the bandwagon
While charities are increasingly soliciting and raising funds online, we all know about the basics of fundraising – for example, the importance of caring for donors properly. The notion of ‘churn and burn’ just isn’t going to cut it in today’s modern world. The recession is taking its toll and the heat is on to retain donors. Keeping up with social trends in your fundraising practice is all well and good, but are you sure your charity isn’t just leaping on the social media bandwagon, without properly considering how your donors connect with such channels?
There is an argument that online fundraising is simply the act of extending the bottom of the donor pyramid by encouraging multiple one-off, smaller gifts through channels such as JustGiving, Charity Choice, and web-based donations. While the money keeps on coming in (for now) is consideration paid to the journey the online donor makes and the type of gift an online donor might make in the future? How exactly does your charity cultivate the individuals who give to you online?
As ever, it makes sense to think carefully about who you are trying to target with your online approaches. One thing’s for sure – it won’t work for everyone. More traditional methods such as direct marketing may well be more effective for certain types of donors – for example, more traditionally minded supporters. Don’t fall into the trap of assuming that everyone who visits your website has already made the decision to make a donation. You’ll need to employ techniques to persuade people to make a gift, just as you would offline. Also, you need to consider how you thank your online donors. How do you encourage further gifts from them?
It’s becoming apparent that the Big Society lacks the infrastructure to cover the gaps exposed by the recent cuts in statutory funding. We’ve seen a move by politicians to develop a ‘connected society’, which could equally apply to the virtual communities of supporters we build up using online tools. Fundraisers need to mobilise individuals to support our causes in many different ways, including digital, while also encouraging ‘participation in giving’ – whether of time, money or other resources.
About the author Amanda McLean is chief executive at the Institute of Fundraising.
This article first appeared in The Fundraiser, Issue 3, March 2011
