We’re excited to announce our brand new vehicle of Nonprofit Hub content this week – we call it the Hubcast. It’s nonprofit education like you’ve never heard it before, delivered to your ears in a game-changing podcast. In episode one, we sat down with digital marketing expert John Haydon to have a conversation about the changing landscapes of social media fundraising.
Social media is social, not transactional. It’s about relationships. Social media plays a similar part in the current age of fundraising that a handshake used to for traditional fundraisers. It is a critical tool to create trust, rapport and likeability. When you shake someone’s hand, you’re making a first impression and a first connection. You’re not reaching back to steal their wallet, but simply making a connection with the goal of generating funds.
“Social media is social, not transactional.”
Where social media is transactional is for email acquisition through registrations, sign ups, petitions and things of that nature. You should use social media as a tool for fundraising, but it shouldn’t be your main vehicle for fundraising. It’s one part of a larger strategy, not the strategy.
Removing the pressure of trying to full-fledged fundraise on social media will free you to enjoy being social on social media and build an engaged following, some of which will turn into donors or volunteers.
Think about the legendary ALS Ice Bucket Challenge – you remember people dousing themselves, not publicly writing a check to the ALS Association. It was a viral movement first, that ultimately led to an enormous spike in donations. Social media was the tool that ramped up the exposure, engagement and rapport that pushed people to donate.