Why social media works for nonprofits

People enjoying the Chicago Twestival

Thursday night, I, along with 100 plus people combined our virtual camaraderie to raise some real cash for charity. We attended Twestival, a fundraiser organized through the social networking site Twitter to benefit Charity: water. The organizers of Twestival originally set a goal of $500,000 but as interest spread, they increased the goal to $1 million in over 200 cities worldwide. Now, while the official tally is still being counted, one thing is certain: Social networking will change the way that nonprofits reach donors.

The strength of nonprofits has always been within the grassroots dedication of supporters who take it upon themselves to advocate on behalf of a cause and encourage their network to donate their funds and time. Outside of the causes which I have personal connections to, I’ve only learned about other organizations after people mentioned them to me or invited me out to events. It's a model as old as time, but now with social networking taking off, there is a new avenue of communicating about your cause!

According to a recent study by the Pew’s Research Center, it’s estimated that 22% of Americans use social networking. And, no matter what your personal views on social networking, you have to go where the people are. That number isn't a fluke and will continue to rise as more young individuals (read: passionate people with disposable income) increase their tech-savvy behaviors. 

Here are three more reasons why I think the nonprofit industry needs to jump into social networking:

You have the chance to strengthen your ties through constant communication

As with most organizations, I donate funds or volunteer at an event, and then there’s the dreaded silence game until I receive a newsletter or email. One of the benefits of social networking is that it's not just about establishing and nurturing connections, but combining those connections with real-time experiences and conversations. As Karen Curry from the ACLU puts it, "We no longer just shovel stuff out there, not knowing if it ever reached anyone or what they thought of it." Through blogs and Twitter, I'm able to keep up on current events, such as study results or future initiatives, as they unfold. How much more could your organization benefit from a stronger bond to your supporters and donors? 

It’s an ever-evolving atmosphere where social constructs and categories are more fluid, allowing for a greater reach

In “real life,” our networks tend to be defined by geography, profession, social, academic, and religious backgrounds. So, when I have information to pass out,  I more than likely pass it onto people who are already pretty much like myself. In social media, our social groupings tend to be less formal. I recently read an article in The Sydney Morning Herald discussing how sites such Facebook, MySpace, and Twitter were connecting and mobilizing people with regards to the Australian wildfires.  I can share (and learn) about events and causes in other regions that I may not have otherwise. Essentially, I'm able to connect with more people who support my causes even if we don't have anything else in common.

The foundation has already been set

When the Obama presidential campaign began laying the groundwork of a massive Internet presence, I knew that things would never be the same. The campaign successfully used the Internet to build a united coalition that spread their message on a virtual and real-life basis. In a conversation last year with Donors Forum CEO, Valerie Lies, she mentioned that nonprofit leaders were very interested in leveraging the online fundraising success of the campaign. There have been many articles and stories examining how the "battle" was won, and essentially all you need to do is figure out what works best for your organization, and convince your leaders to follow suit! Here are some websites to help you get started: 

Nonprofit Technology Network (NTEN)

Tactical Philanthropy

The Chronicle of Philanthropy

Beth's Blog: How Nonprofits Can Use Social Media

Also, on Tuesday, February 17th, the Chronicle of Philanthropy will host a live web discussion examining the budding relationship between social media and philanthropy. The session starts at 12p ET, and for more information or to register, please click here to be taken to the website.

I hope that your organization chooses to take advantage of this media! The Internet has made the world a smaller place, and is shifting the power from top-down to bottom-up. In a sense, it's like grassroots efforts redefined! Sean Stannard-Stockon, the founder of the TacticalPhilanthropy.com, sums it best when he says that "the top philanthropists of this generation will not be the ones with the most money, they will be the people who are best able to influence where the big money goes." Wouldn't you like to have that person on your team?

-kb