Much ado was made of 2004 presidentail candiate Howard Dean's use of blogs and online communication to spread interest in his campaign. That was certainly the first instance I've seen of mainstream media highlighting the true communicative power of online content as a social tool.
Today, an increasing number of nonprofit organizations are finding that increasing awareness and raising funds online offers a cost effective alternative to labor-intensive traditional fund drives.
This interview with Marianne Richmond, founder of a fundraising company for nonprofits that uses blogs to good effect, demonstrates many of the positives of working with online media.
Beyond the realm of the blog, nonprofit organizations like United Way use the web as a method of reaching and soliciting donations from both corporations and individual donors. It offers several advantages:
An unobtrusive pitch. We've all been in those United Way meetings where the entire departmental staff is herded into a conference room, shown a heart-rending video, and is then pressured to donate under the harsh glare of their managerial and HR staff. When the pitch is viewed on the internet, much of the coercion factor is reduced.
Immediacy. For many people, charity is an impulsive act. It's a big jump between seeing a United Way commercial on television and going into the other room to get your checkbook. simple, secure donation forms make it possible for people to give while still in the middle of need perception. Hey, it worked when I donated $50 to tsunami relief through the Red Cross' page.
Transparency From the organization's point of view, the donor at his computer is in a position to corroborate or refute any of the company's claims. Nonprofits can increase their credibility in the eyes of their donors by providing links to factual media accounts that reinforce their claims. This can be powerful reinforcement for a savvy donor.
For maximum effect, fundraising organizations should consider a two-pronged approach: The static copy of a nonprofit's website offers unbiased conscise descriptions of the programs, a call to donate, and a quick means of doing so. An accompanying blog could list personal accounts of beneficiaries and works in progress, as well as serving as a personal means of contact to companies and individuals who wish to get involved. As of now, the United Way has not taken the blog approach on a national level.
Wanna bet they will within the next couple of years?
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