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NON-PROFIT ORGANIZATIONS FIND THEIR BEST PATRON IN SOCIAL MEDIA.
I have been involved with non-profit work in a variety of roles: as a consultant, on a pro bono basis, and even as a trustee, so I know the agony of raising funds to sustain such an organization. Finally, though, social media might be the lifeline every non-profit has wished for.
I have advised Action Against Hunger, the Columbia Business School and the Alliance Francaise in New York, to name a few, and I also led a major branding program for Ohio State University some years ago. From this experience, I saw first hand how colleges and universities have to rely on the generosity of successful alumni, and other organizations must constantly seek help from foundations, wealthy donors and corporate patrons.
Courting corporate donors or wealthy individuals who view their donations in terms of ROI or ROE (return on ego) demands a tremendous effort in manpower and time. This is more difficult now in a time of economic crisis, and this pool will diminish over time as more non-profits compete for fewer dollars, and the money available does not grow as fast as it has in the last 30
years.
Historically, one of the most important fund-raising activities for many non-profits is to have a gala with pricey tables serving as donations. It brings an elite few together for an evening of purposeful fun and showing off. These events are a nightmare to sustain year after year, particularly if an organization’s very existence is linked to just one night’s success.
This type of strategy is time-consuming and labor intensive, and furthermore, has created a perception that fund raising is the priority of the well off. Indeed, the average person might think that a non-profit with such access to wealth does not need any more help. This approach to fund raising can disenfranchise the less fortunate but nevertheless very passionate supporters of a cause, movement, or institution.
Change is necessary in a time of crisis, and the first step is acknowledging that small donors can be the key to supporting non-profit organizations.
Witnessing the power of social media and the example of the Obama campaign, I have felt that non-profit groups can gain greater financial freedom by not relying only on corporate sponsors or wealthy donors. In the past 6 months, I have advised the non-profit groups I am affiliated with to look in a different direction and leverage their mailing lists, and encourage their members to join in as friends and be active on social media platforms. Some already do – and it works. I was truly impressed by one organization that raised $600,000 through social media, with around 6,000 followers donating an average of just $100 each.
Granted, this is not possible with every non-profit brand. If you are Action Against Hunger or the Alliance Francaise, you can foster a real following of motivated small donors ready to get involved in what they truly care about. On the other hand, if you are a university that has not fostered a strong connection with its alumni base, you have some bonding work to do. But if your organization moves people emotionally, you will be surprised by the support you could be getting. For non-profits with a popular mandate, social media is the greatest tool yet to get the financial support you need from a larger group of fans.
This is what I have advised my non-profit contacts to do right away (as in, tomorrow):
1) Leverage your mailing list to encourage people to join your Facebook page or
Twitter feed, and post videos on your YouTube channel (you need one).
2) Raise a dollar at a time. Ask your new friends (after you craft a good
explanation of your financial goals) to support you with small amounts of money in incremental steps - even $1 is welcomed. Listen, a mailing list of 50,000 people could potentially represent $50,000 in donations. This is the Obama model, which raised $400 million from 2 million people and has become the tactic to follow.
3) Don’t be afraid to ask. Small donors on social media can be a real source of
revenue, and in many cases have never been approached. They often enjoy the opportunity to make a difference, especially if you offer them a fast and easy way to do so with just a few clicks.
4) Encourage your staff to be active on social media. And most important, make
everyone in the organization a fund-raiser, because now anyone can do it. Make it everybody’s job to have followers of their own. Some of the people I advise do this reluctantly until they see the results and become passionate about participating in the dialogue.
This is not rocket science. It just takes a new mindset, like moving from horse to train travel…and stop snickering about the future of Twitter or fretting over who is going to criticize you for jumping in! Yes, you might be criticized, but that’s a risk anytime you open a dialogue. So get over it, because it is a great way to get instant feedback about your organization and find out what it takes to turn fans into even more passionate supporters.
The beauty of social media is that it is about conversation, sharing, compassion and the willingness to connect. It’s not a large expense to leverage social media for non-profits, since the process is free. Don’t wait, this is what you have been waiting for, a true connection with people wanting to help.
As usual, the first to engage will take the loot, so why are you still reading?
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