Social Media

Thoughts from the DMA Nonprofit Conference

I just recently returned from the DMA Nonprofit Fundraising Conference in NYC, and this was a topic debated by a few at the top echelons of the non-profit world. The long and short answer to the question is…BOTH! Social networking continues to develop as a tool that helps nonprofits build brand awareness, mobilize volunteers and yes, help with fundraising.

Depending upon the target demographic, the effectiveness of Social Media channels are still being determined. For example: Are women age 60+ viewing banner ads and chatting on FB? Maybe, but not as much as 24-35 year-olds, though those numbers for older demos are increasing year to year.

It’s also interesting to note that many nonprofits using Social Media are driving potential donors via other media channels such as Television, Radio or Print at the same time, and incorporating multiple channels into a cohesive strategy.

Branding is a continual focus for any organization and the use of internet, web and social media outlets are becoming more effective tools to increase brand awareness and generate response. Mobile is going to be a more important part of the mix in the years to come, but one thing will not change, and that’s content. Content will always remain “King”.

One main discussion point was the need to “Test, test, and do more testing,” to find out the best ways to make Social Media work for you.  No one was particularly advocating using Facebook to promote your non-profit, as it’s more of a social or non-business outlet, but it certainly doesn’t hurt to be in front of potential thousands of new eyeballs with your brand image.

Other Social Media outlets include blogs, online newsletters, emails, Twitter, LinkedIn, etc. You never know how a potential new donor will “connect” with your organization and become a lifelong donor.

Some suggestions include having a “Donate Now” button on your homepage or running an online “Survey” to ask your constituents specific question about what they do and don’t like about your organization or ministry.

The key take away on this hot topic is – Get a professional and take the time to develop a plan that compliments your other marketing efforts.  It is easy to allocate a percentage of your marketing budget to develop a social media channel. Online strategies will become more and more important in the years to come. What you do with Social Media to build your organizations uniqueness and effectiveness through online channels will determine if in the end there is ROI or just PR.

Steve Newton is the founder and CEO of Newton Media, a full service media planning and buying company headquartered in Virginia with offices in Dallas. Founded in 1995, Newton Media’s team of seasoned experts has become a leader in both Ministry and Direct Response TV and radio.

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