A new research report just released by cause branding pros at Cone shows that 79% of those online are behind orgs harnessing email, Web sites and social media to build awareness, grow giving and motivate action. Better yet, 60% of this group has engaged with one or more cause — from forwarding an email to a friend to purchasing a cause-branded product.
That’s all rosy, but here’s the disconnect. Despite this high level of interest and awareness of causes online, action lags far behind. Only 18% of users have donated via online media and/or done more to help the cause in another way.
Evidently, it’s fear that’s keeping them from giving online. That’s what the research tells us. But I think the disconnect is much greater than that.
My take is that online media (especially via social media tools like Facebook and Twitter) is more about friendraising than fundraising at this point. Dollar and gift counts are low now but are growing and will continue to do.
If you buy my take, then focus on building communities, not dollars. If you hit too hard on giving, you’ll alientate some of your org’s friends, and they are hot prospects for future giving. You don’t want to lose them.
What’s your take on Cone’s findings, and what they mean for your online strategy? Please share your thoughts with me via email or the comments box.