Did Non-Profits Miss the Memo on Social Media?

Being personal friends with many who are heavily involved in all aspects of various non-profit organizations - from Executive Director down to the occasional volunteer - I have prepared myself for the expected onslaught of phone calls, emails or, even worse, the cold shoulder once I hit the publish button on this post.  However, having spent the last 25 posts focusing primarily on the business side of social media, it was time to venture on to the subject of the non-profit organization.

Many of these organizations and charities have been in existence longer than some of the most successful corporations.  They've learned to survive on the bare minimum in order to direct a vast majority of their financial resources toward the cause or demographic they are championing.  Through grants (either governmental or private) and donations, it is a daily struggle to keep afloat and operational.  Advertising budgets are slim to none.

As the pool of disposable income traditionally used for donations shrinks and that list of volunteer names dwindles due to either death, relocation or just being "burnt out"; new and innovative strategies need to be employed.  Social media offers such strategies that have proven successful for many for-profits and a select few non-profits.

It are those "hold outs" that have me shaking my head.  To start out initially in social media is basically free.  The one thing that a Facebook page, Google Plus page, Twitter account, Tumblr account and a Pinterest account have in common is that they are all FREE.  They are all easy to set up, maintain and link together.  The amount of time spent administering these accounts is minuscule compared to the amount of man hours spent stuffing envelopes or dialing the phone.

Mailers and phone drives have their place. No one is suggesting that they be stopped completely.  The return on investment in a social media campaign is limitless.  There are tried and true best practices that can easily be used by the non-profit while maintaining the true core values of the organization.  Non-profits (and their boards) who insist it cannot be done just didn't take the time to read the memo.