And how do they receive this knowledge?
Once upon a time a paid spokesperson was often employed to endorse the group’s activities. This endorsement was often enough to convince donors of the effectiveness and importance of their efforts.
Today the world is a different place. Donors don’t want to be told about the good a specific group has done. They want to see photos and videos and testimonials, if possible. They understand how social media works. They are posting their own videos and photos online and expect the same from the groups they support.
And why not?
If your group is providing a service to the global community it shouldn’t be difficult for you to find media resources you can use to promote your efforts.
Not only that, but without this type of social media outreach your group cannot reach the audience you need to keep going. There are a number of non-profit groups out there and every one of them is looking for donors to keep them going.
They are using social media to succeed in their efforts, so why aren’t you?
Last weekend I invited some friends to my house for a birthday party. In lieu of gifts, I asked guests to bring canned food for the local food bank. To my amazement pretty much every person who came to my house (about 50 people) was thrilled to participate. From baby food to pasta, we filled up five large boxes of goods. One of my guests tweeted to the Daily Bread Food Bank, mentioning how much we collected. Within seconds the non-profit sent out a thank you tweet.
The prompt reply made it easy for me to co-ordinate where I could drop off all the food. Moreover, it gave me easy access to the people who work at the Daily Bread Food Bank for future donations. What occurred to me then was how important it is for non-profits who use social media sites to be pro-active. In our wired world it’s too easy to simply rely on people to “Like” a Facebook page or retweet a message on Twitter, and the action stops there.
I’ve seen this passive behaviour a lot when it applies to good causes online. I’ll admit that I’ve often “Liked” a non-profits post on Facebook, feeling as though I’ve done something good. There is no shortage of social software that is aiming to encourage individuals to step up, beyond simply clicking on a button, to make a difference. However, our expectations for stepping up should be higher.
The annual Twestival event is a good example of how participants take this next step. Instead of simply broadcasting about the importance of clean and safe drinking water in developing nations, they’ve organized global events offline to raise more than $1.2-million for a number of causes. With more than 200,000 followers on Twitter, the organization keeps pushing forward with their “Tweet. Meet. Give” initiatives.
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