Email v. Social Media

Email v. Social Media – which deserves more of your time and resources when trying to grow your donor base?

*Quick caveat here: I don’t believe in a one versus the other approach as they’re both crucially important. But in a cash-strapped world where digital content is a must, where should you focus more of your time if you want to expand your reach into segments of new donors? Let’s discuss…

When it comes to conversions, email brings in far more fundraising donors and dollars that social media. After all, social media is rarely used as a solicitation channel. Facebook’s “Donate” button has yet to gain significant traction, for example.

But, social media is an incredible awareness tool and the only set of channels where a cause can quickly go viral. That’s probably why, according to this 2013 Georgetown/Waggener Edstrom study, the vast majority of those surveyed said social media is the #1 way they learn of a new cause to support. In fact, social media outpaced email by a rate of about 2 to 1 across all cohorts in the study.

And really, this makes sense when you consider how a person typically interacts with email. It’s two things – either you respond to email, because you have to (for your job) or because you REALLY believe in something. Email is deliberate – the decision to support has already been made in many cases. And according to the aforementioned Georgetown study, it’s likely that decision-making process started as a result of something you viewed on social media.

So, if you’re interested in growing your base, consider beefing up your social media presence by doing the following:

Get active on several major social media networks.

The “must list” of social networks to be active on is somewhat fluid, but Facebook is mandatory. It has, by far, the most users and the most users in the key donor demos of Baby Boomers and Gen Xers. Plus, despite punditry to the contrary, Millennials are still very active on Facebook, too. You’ll also want to be active on LinkedIn for the prospecting value of the professionally focused social network if nothing else. Instagram is imperative if you want younger donors and students involved.

Train your staff – especially you major gift staff. (Or hire additional staff)

Did you know that 85 percent of all millionaires use social media, text messaging, AND smartphone apps? The more money you have, the more likely it is you’re online and using social media. Be sure you have multiple staff members in every area of focus who can contribute to content production and social media conversation management.

Produce good content on a regular basis.

This doesn’t have to be overly polished content. In fact, some of our crowdfunding data at ScaleFunder suggests a highly-produced piece can actually be detrimental to the success of a fund. (More research needs to be done, but still, interesting to note…) To be effective, content needs to be coherent and connect to the emotions of the audience. Or at a minimum, fulfill a need for the audience. Do that and do it often to provide your donors with a ever-open window into your organization that keeps your mission front and center in their minds, while at the same time, extending your mission to new audiences ready to support your cause.

Justin Ware is the Vice President for Digital Fundraising Strategy with ScaleFunder. In early 2016, Justin will be helping to launch ScaleFunder’s Giving Day module and consulting services to pair with ScaleFunder’s already highly successful Crowdfunding module.

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