Willis Turner-So ... Is Social Media BS or Not?

By Willis Turner

Those channels that engage and advocate and empower brands and spread the gospel have tremendous value. But they also take time, i.e., money and manpower.

So maybe the question is not whether social media is bullshit, but whether it is fundraising.

Which boils down to two questions:

Since direct mail continues to haul in 80 percent of the cash for so many organizations, and e-mail brings in most of the rest, what is the ROI on engagement?
Should the funding of social-media efforts come from your fundraising budget or your marketing budget?

The answer may not be the same for everyone. But finding the answer for your organization might help everyone live a little more happily ever after.

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Willis Turner Author's page

Willis Turner believes great writing has the power to change minds, save lives, and make people want to dance and sing. Willis is the creative director at Huntsinger & Jeffer. He worked as a lead writer and creative director in the traditional advertising world for more than 15 years before making the switch to fundraising 20 years ago. In his work with nonprofit organizations and associations, he has written thousands of appeals, renewals and acquisition communications for every medium. He creates direct-response campaigns, and collateral communications materials that get attention, tell powerful stories and persuade people to take action or make a donation.