Social media, one of the hottest trends in nonprofit communications, even plays a role in capital campaigns, particularly in connection with major donors.
Major gifts need real relationships, not virtual ones, says Robert Moore, president and CEO of the Chicago, IL-based marketing firm Lipman Hearne. But he says virtual interactions have many benefits outside direct solicitation that should not be overlooked: They add dimension and constancy to ongoing relationships, they inform and raise awareness, and they create channels for interactive dialogue, to name just a few.
Moore addresses a variety of topics related to social media and its integration with capital campaigns and major gift fundraising.
On the most effective role for social media in a capital campaign — “While inappropriate to the actual solicitation of gifts, social media can be very helpful in the introduction, informing and engaging stages of the moves-management process. It can create a buzz about the organization that pays dividends when you get into the personal conversations of cultivation work. People feel like you are an active and relevant organization because they’ve seen you in the social media landscape, and that can be very reinforcing for a major gift officer making a pitch. Handled right, social media can really increase engagement and dialogue in a campaign.”
To discover Moore’s six additional suggestions for integrating social media with campaigns and major gifts success, see the October issue of The Major Gifts Report.
Also, check out the 49-page resource, Social Media & Communications Technology: Essential Strategies for Nonprofits and Associations.