Where do social media fit with fundraising?

I’d be very surprised if any of you reading this haven’t scratched your head from time to time and asked this very question. Social media have permeated our lives to a significant extent.  You may also have scratched your head and asked whether media is a plural or collective noun?!  Here’s an answer.

Back to social media and fundraising. My suggestion is start with the basics.  What is required for effective fundraising? Identifying prospects.  Finding out more about them. Building a relationship. Making a case to them. Offering them an opportunity to support your case. Thanking them for their support.  Keeping them informed about what you are doing.  

Let me go out on a limb here.  I think that social media can do – in one way or another – every single one of these.   Here’s some ideas.

Identifying prospects.  If you haven’t already, start a Facebook page, a LinkedIn Group and/or Company Page and get Tweeting.  Identify who engages with you. Engage them back. Befriend them

Finding out more about them.   The beauty of befriending or following anyone via these media is the access it gives you to their information.  You can begin to learn about their interests and their networks. As well you may find basic information including occupation, employer, contact details (other than through the social medium itself) and links to their other social media and / or website.  Both LinkedIn and Twitter are especially good for this.

Building a relationship.  Here is what it’s really about.  Isn’t this why it’s called social media?  Warning notice.  This is where you will discover just how much time and effort using social media for fundraising will cost you.  All I will say that over time you will develop your own techniques and disciplines.  Plus there are some good tools to help you monitor and manage your relationships.

Making the case.  This is where discipline helps.  Remember you are using social media for fundraising (OK “ friendraising”).  What you want to be sure about is that you are tweeting, posting and messaging with a purpose.  You are offering insights and soundbites and tidbits related to your case for support.  Stay on message whatever the temptations.

Offering them an opportunity to support your case.  There are Facebook apps available for you to ask for donations directly from your page.  Both Facebook and LinkedIn offer you ways to advertise and promote events.  With all media you can link to opportunities for people to contribute, attend events or volunteer.

Thank them for their support.  Facebook allows you to directly link a thank you mention to a donor public profile.  Twitter handles (that’s the @name bit) can be used to spread the love around.  Of course, direct messages can be sent via all three of LinkedIn, FB and Twitter.

Keep them informed.  You betcha!  Need I say more.

For the many of you who will want to explore this topic further here are some links to guides, blogs and reports that are worth a read.


On line experts share their fundraising and marketing ideas
Blackbaud

Use social media to reel in big fish donors. Beth's Blog

LinkedIn for identifying, qualifying, and engaging your prospects. NPEngage

Social media and major gifts. Passionate Giving Blog

Social media infographic. Mashable