Blasting Off With Social Media

In these columns I address real-life obstacles and challenges that nonprofits face in creating sustainable funding to deliver their missions and achieve their goals. Readers write via email to receive a quick consultation and perhaps have their particular problems addressed in these columns.

As a thank-you to my readers, from now through the end of the year, I am sending a complimentary copy of my book, "The Eight Principles of Sustainable Fundraising," to the reader whose situation is used in each week's article.

For this week's challenge, I'm highlighting the case of the development director who emailed me last week. Although certainly competent and worthy of the title "professional," this fundraiser brings with her the No. 1 disadvantage we all bring to the table. She brings the limits defined by her own particular perspective.

The senior development officer is in a small shop of three — herself, a junior staffer charged with communications and events, and a clerical. The budget is fairly ample. Organization financials are relatively stable.

So, you say, where's the problem? I know many an organization that would like to be where these folks are. Ah — the myopia of our own perspective strikes again.

The particular reason Sarah (not her real name) reached out was to get some practical advice regarding the effective use of social media. I can almost hear the chirps, moans and yawns now. Depending on who you are, you may either believe that social media is the latest solution to our fundraising woes, a confusing labyrinth of technology or just another fad. Actually, it's none of these.

Social media is transforming the way we communicate and will fundamentally alter the manner in which we engage our constituencies. Like it or not, it's going to impact your life as a nonprofit staffer, board member or volunteer.