Katya Andresen just tipped me off on this new report from Network to Good detailing what happens when people with a cause take it to cyberspace; why marketers and fundraisers should care; and what they should do about the phenomenon.
Thanks for the heads up, Katya. This is stuff we all need to care about. So jump in with these key findings:
1. When Wired Fundraisers(WF) Talk, People Who Care about Them Listen, Hard: I’m not surprised that the messenger matters more than the message. We tend to trust messengers we know, who communicate personally, in a conversational tone and with a powerful story or two that they know will matter to us. A promotion from a charity can’t compete with this intimacy, authority or authenticity.
Remember my friend Stuart who e-recruited sponsors for his participation in the NYC Alzheimer’s Association Memory Walk. Read this post to see how powerfully he told his partner Ken’s story. You won’t be surprised that he and Ken raised $27,000 and counting.
2. Not Every WF Is a Champion: Remember that the leading WFs bring a rare combination of true passion and a means to lend a sense of urgency to their cause. Not every Six Degrees fundraiser or Facebook Cause is a winner, but a proud few – the superactivists – are very effective, raising $9,000 on average and reaching 150 people. But don’t discount the power of many non-super, but excellent, WFs.
3. Technology Gives the WF Special Power: My daughter Charlotte would think of WF’s as the Cinderellas of fundraising. Widgets and social networks make personal fundraisers even more effective for four reasons. Widgets – bits of code that can be placed anywhere, including on Facebook pages or blogs – make it possible for personal fundraisers to take their message everywhere they communicate online, including social networks where messages spread very efficiently. They make it possible for the fundraiser to evangelize in his own way, in his own words. Because they make fundraising so easy, widgets attract a new group of fundraisers. At the same time, widgets enable friends and family to give instantly, when they feel an impulse to give. That means more donations to more causes.
4. Smart Nonprofits Love WFs: These orgs get that they have to give control over the message to their WFs. Wise charities see this as a transfer to embrace, not to be feared.
WFs are powerful players in the nonprofit marketing and fundraising arena. Find more on how to put Wired Fundraisers to work for your nonprofit in the full report.
P.S. Become a WF yourself to support victims of the wildfires sweeping California with this widget. Link to it in emails or click on the Share tab within the widget for code to display it online.
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