The Frontier of Social Media and Fundraising: What to Expect?
Thirdly, the returns will seem modest at first. A recent example I saw — a nonprofit decided to make its first “ask” to its 150,000 Facebook followers. The result? About 400 people gave an average of $5 each via PayPal. Compared to an integrated direct-mail and e-mail campaign, those results look disappointing. And, there are the associated pains with integration; it was impossible to know which of those donors were already on the charity’s database, let alone to start a donor-development program for the first-timers.