If only I had a dollar for each time an organization named donations as their #1 reason for engaging in social media. I’d be rich. I’d be even richer if I had just 50¢ for each time that same non-profit got frustrated they didn’t realize their ROI within a handful of months of launching that social media effort.
What strikes me in these conversations is that most charities understand that donations are often the culmination of a long series of engagements: emails, direct mail letters, events, phone calls. With each communication, they gain a person’s trust and demonstrate their value; and over time, this is what endears audiences to the cause and lands the charity a
It’s all about moving supporters up the Ladder of Engagement.
So why the rush to secure donations through social media?
With that in mind, here are some other questions for us to consider:
- What does your organization’s ladder look like?
- Is social media’s ladder that of a 100-year old tree house? Do people climb it more slowly and cautiously?
- Or is social media simply the bottom rung of the ladder?
- What’s the key to having a social media
effort that moves people up the rungs?
Should be a lively, relevant exchange for folks working in the non-profit space
as well as anyone who's part of the greater social change community and looking
to share ideas. Please join in!
Oh, and for those of you I haven't yet met, I'm Rabia Shirazi (@realize_ink by
day, @rabiashirazi when I'm not working, which is pretty much never), #smchat's
resident non-profiteer and social change gal. I also run a strategic
communications shop exclusively for the changemaking community and am always
eager to engage in good conversations with smart people like yourselves. I'm
very excited to host this #smchat series and welcome your feedback and
additional questions to consider.