The Modern Robin Hood

I’ve worked at enough nonprofits to know that the subheading running through most heads right now is something like, “Without Wasting All Your Time On Something That Doesn’t Bring In Money Or Help Programs.”  With resources stretched tight at many nonprofits– never moreso than lately– it may seem a bit fatuous to expect that on top of a normal 11-hour day, there is an employee hanging about who would like to update the Twitter feed or make a YouTube video.

Now, I’m not going to tell you that developing a Facebook following and an e-newsletter and a YouTube community are going to fill the coffers in the first year.  Or the second year.  Or possibly the fifth.  Short term monetary gain is not a compelling reason to do it.

So why do it at all, then?  Because statistics show that donors who contribute the most money to nonprofits every year are fifty years and older.  Which means that ten years from now, the first huge surge of Facebooking, blogging, Twittering donors will start making big contributions to those organizations that reach out to them effectively.  I am no fortune teller, but I have a feeling that will not be the organizations who exclusively do once a year snail-mail appeals.

Cultivating today what will bear fruit tomorrow– isn’t that what development is all about?  Creating bridges between a donor and a cause is something that social networks are uniquely positioned to do.  Donors are empowered to be ambassadors and activists: asking Facebook friends to check out a new Cause they joined, or submitting a 30-second video to promote universal healthcare, or getting real-time updates out to a group of people who care about a particular legislation.  These are roles that used to be played only by expert nonprofit staff– now, by relinquishing just a bit of control, your nonprofit can gain the power of thousands more voices.

Will this pay for program overhead, necessarily?  No.  But it may just garner you loyal supporters for years to come.

So when you are ready to wiggle those toes in the cool waters of social networking, here are a five top tips on how to successfully start that won’t tax your current budget or require oodles of staff time:

1.Pick The Right Social Networks

Going from zero status updates to 5 different websites, a blog, and a vlog may be setting yourself up for failure at the start.  Instead, be strategic: do you want young people who can volunteer for you and get their friends to help out?  Maybe MySpace is right for you.  Do you have alumni who want to connect, share stories, and create a warm fuzzy feeling that engenders generosity?  Nothing better than Facebook!  Whatever your needs, know what they are and choose 1-3 social networking tools which you believe will help you in tangible ways– even if it’s not monetary at first.

2. Fill Your Networks with Exciting, Viral Content

Is anything more depressing than a Youtube video of a guy behind a desk, giving a jargon-laden speech about why his nonprofit deserves your cash?  Unfathomable program talk will not win your cause friends and supporters, no matter how well-intentioned.  Instead, try pithy, compelling updates and links via Twitter.  Or edgy and provocative videos made by clients instead of staff.  Be aware that people have lots of things to capture their attention at any given moment.  Be fun, be informative, be grass roots– and most of all, be interesting!

3. Provide a Way for Donors to Get News and Give You Money Online

Websites are not social networking per se, but they are still a worthwhile point to touch on.  If your website does nothing else, make sure that it can a) provide pictures and news stories that illustrate the great work your organization does, and b) give visitors a one-click way to support you with donations.  Network for Good is a wonderful resource not only for all things web-related, but also for a free online service that allows nonprofits to receive and track their online donations without the hassle of bank fees.

5. Update Frequently: 7 to 1 Rule Still Applies!

Whether you are using Twitter, Facebook, or e-newsletters, you won’t be very effective if the only time your supporters hear from you is when you want something.  A wise mentor of mine once told me about the magic seven to one ratio: donors should hear from you seven times with something that interests them for every one time you ask for something that interests YOU.  Think of social networking as a great and inexpensive way to keep you and your organization on a donor’s mind with exciting and weekly updates.  That way, when you want to ask for money or volunteers, they will feel more inclined to help you out.

And finally– how about you?  Social networking horror stories?  Great successes?  Extra tips?  Feel free to share in the comments!