The growth of Social Networking sites such as Facebook and MySpace has exploded over the past year, raising many questions in the nonprofit industry about using these sites to reach potential donors. Generally speaking it seems to make perfect sense: set up an account, start making friends and spread the word without spending a dime…just beware that you’re targeting the right people and not spamming the masses on the site.
But does it work? Unfortunately the jury still seems to be out, as some have pointed out very limited returns (an average of $1.24 per supporter on Facebook) or that 51% of donors are “Not at all Interested” in social networks. Some have even posted signs that social networking sites aren’t for your organization.
Still others have effectively leveraged social media to spread word of their cause. Due to the fact that they were targeting a younger audience for Dance Marathon at UCLA, the students created a Facebook page and posted promotional videos to YouTube to help them reach their goal.
Ultimately the decision should be yours, and should be largely decided by your target audience. It is extremely difficult to ignore not only the growth of these sites, but the users that frequent them – the younger, potentially cause aware folks with more disposable income. To sign up and use these services is entirely free – all it will cost you is your time.
So ask yourself, it it worth it? You may be surprised at the answer.
By Matt Radel, Interactive Designer
By Dan Volkens, Interactive Designer