Make Friends—And Donors: Why Nonprofits Should Get Social
Social networks like MySpace can be a great way for nonprofits to build a network of “friends” to mobilize for advocacy and fundraising efforts, according to Sue Zeiler, senior strategic consultant with Mindshare Interactive.
Zeiler, speaking at Chicago Direct Marketing Days recently, notes that about two-thirds of online community members who participate in social causes through the Internet say they are involved with causes that are new to them.
Sites like MySpace can be a hub where nonprofits can announce events, recruit volunteers, post videos for advocacy or awareness, drive visitors back to the main site of the organization, or create groups for specific interests.
Even if they are not ready to post their own pages on social networking sites, Zeiler says that nonprofits should at least monitor what participants on such online forums are saying about their organization and the issues they cover. “You may be surprised.”
The Christopher and Dana Reeve Foundation, for example, veered toward creating their own network, The Paralysis Community, to serve as a place where people can connect.
But whatever you do, says Zeiler, keep it new. Update regularly and keep your space creative. “Boring is bad,” she notes, adding that action should be encouraged. “Create opportunities to interact.”
Online video can help get an emotional message across, something vital for many nonprofits. Zeiler encouraged posting videos not only on YouTube but Google Video, Yahoo Video, Ourmedia.org and DoGooder.TV.
Nonprofits should also consider other new media options like mobile marketing. Because of the novelty factor, opt-in SMS campaigns now have huge response rates, sometimes up to 70%, Zeiler says.
Mobile applications can include giving prospects a way to respond to ads, make requests for information or share their views in a poll. There are also options like PayPal’s text-to-pay/give to solicit donations, but Zeiler cautioned that carriers currently take a portion of the donations through such transactions.
Virtual worlds like Second Life should also be on nonprofits’ radar. The American Cancer Society recently held a relay race in Second Life relay for life, raising $40,000, says Zeiler. And one Spanish group created a homeless child avatar that sleeps in a cardboard box on the street, to raise awareness for that cause.
