Twitter: Productive Tool or Waste of Time?

I think the jury’s still out on this one. A handful of organizations have had great success with fundraising, but the majority have yet to see tangible results.

But just because something is not directly related to immediate dollars doesn’t mean that there isn’t a long-term financial impact. A few years ago I was serving as the statewide development director for an international organization. In an effort to connect with our donors (some for the very first time), we asked some of our board members to host gatherings in different locations around the state. Our contributors loved it. In some cases, this was the first direct interaction they had with anyone related to the charity. And there was no money raised.

But… over the next six months, gifts by people who had attended these gatherings contributed a total of 70% more than they had given the prior year. A success? I think so.

Any tool that helps us build a closer relationship with our donors can have a long term impact. So instead of asking whether Twitter is a waste of time, maybe we should redefine what we’re expecting.

Comments

Twitter: Productive Tool or Waste of Time? — 3 Comments

  1. Pingback: Recent Fundraising Headlines and Blogs - February 28, 2011 | Fundraising Headlines

  2. Creating unique touch points, whether through social media, personal phone calls, letters, or events, are all important marketing strategies to grow fundraisers successfully over an extended period of time. Humans are forgetful by nature, especially in our over-stimulated world, so the repetition of touch points to supporters is more necessary than ever so your organization’s name doesn’t become a distant memory. This is a valuable article because the value of these repeated touch points is made clear for all of us in non-profit fundraising.

  3. Thanks Benjamin for your thoughts. Last year sometime I heard a statistic that donors start to act like non-donors in less than three months. Regular communication is definitely important!