Mansfield says while “direct pitches on social media don’t
work,” there has been “a correlation between the rise of
social media and online giving.”
That’s because social media can form an important
part of a larger, overall communications strategy de-
signed to build relationships with current stakeholders
and help develop new prospects and donors, one that
integrates such things as your organization’s print materi-
als, website, blog and e-newsletter.
PHo To: SCrIPTurE unIon CAnAdA
PHo To: SCrIPTurE unIon CAnAdA
And that’s where
the real money is
made.
Citing U.S. statistics Mansfield says
currently, “More online donations are
made from a click in
an e-newsletter than
any other source,”
and on average in
2011, “an email address was equiva-
lent to $12.92 in online donations,
up from $12.48 in 2010.”
But this reality too is changing.
Mansfield reports email use
among teens is dropping. They
prefer social networking and text
messaging, which would suggest
even if you’re coming late to the
world of social media, it’s better to
come late than not at all.
And sometimes coming late
may require a teensy bit of courage and a whole lot of leadership.
Over at Scripture Union Law-
son Murray agrees. “Even though social media is not
in my portfolio of work as a CEO, it’s in my portfolio of
life now,” he says. “It wasn’t a choice anymore. I had to
personally take that step.” Ft
PAtRICIA PADDEy of missisauga, ont., is
a senior writer at Faith Today.
There’s a video clip with this article. View it
at www.faithtoday.ca/summer2013page21.
Where to go for help
The world of social media has given birth to an entire industry of experts, some of which specialize in the unique needs of non-profit organizations. They offer webinars, newsletters and other resources (some free, some not) for people just getting started in social networking, and for those wanting to take their
social media campaigns up a notch. Here are a few to check out:
• Network for Good – offers training and services to help organizations raise money and engage supporters online.
• John Haydon – has a helpful blog featuring such topics as “Five Creative ways to Thank Your Facebook
Fans” and “Three Instant Facebook Page Tweaks That maximize reach.” Also conducts webinars and
video tutorials.
• DIOSA Communications owner Heather mansfield’s blog is a valuable resource featuring how-tos,
statistics and helpful social media tools. Also offers webinars on social media and mobile technology
training as well as online communications audits.
• social Media for nonprofit Organizations is a lively, active and helpful discussion group (run by
Heather mansfield) on LinkedIn. members post tips, ideas and suggestions. It’s also a great place to ask
questions or seek advice. Ft
