In a struggling economy, many other charities will also be conducting year-end campaigns that mix e-mail, social media, traditional mailings, and advertising. What’s more, many of them will be making pitches for gifts right up until New Year’s instead of wrapping up earlier as they did in the past.
Charities have little choice, says Ms. Dyer. “This is a busy time of year for donors, and it is cluttered in terms of competing messages. It is all the more important for us to make a bigger impact.”
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April 21, 2010, Chronicle of Philanthropy — Large nonprofit organizations continued to invest in online fund raising in 2009.
Of the 176 charities that responded to The Chronicle's survey of online giving, 71 groups provided information about how much they spent on their Internet fund-raising efforts in 2008 and 2009.
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Social media, online fundraising, going to the dentist — these are all things that tend to scare traditional fundraisers regardless of age. It’s often believed that older professionals are reluctant to embrace new technology. But that shouldn’t be the case. This new medium is cost-effective and environmentally responsible. It gives nonprofits nontraditional ways to acquire, profile and cultivate donors and new constituents. When a fan/user/friend retweets you, promotes or fundraises for your cause, your organization has the access to his or her personal information, given the user's privacy settings allow for it. Social media helps you learn more than you currently know or have on your housefile from traditional direct-mail or special-event donors.
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