Dave Fleet recently wrote an interesting post about the power of recognizing a customer base using social media. Going the extra step to acknowledge special customers and appreciate their business can make a difference.
I whole-heartedly agree. Applied to a donor/supporter base, I think social media can make a tremendous and easily-fascilitated impact. A simple example is the use of twitter to acknowledge publicity and financial contributors. For retweeting several Mercy Corps posts, I was tweeted a thank you for my support.
similarly, the crisis in Haiti spurred numerous efforts to use social media for fundraising and public information. The American Red Cross uses its Facebook page to offer personal thanks to “fans” and contributors to aid in Haiti. Such an effort also allows a community to congregate.
However, Beth Kanter, social media and nonprofit guru, cautions nonprofits against using social media as the be-all, end-all. She notes that nonprofits should use social media with caution, realizing that the platforms are tools, not strategies. Most platforms follow Gartner’s hype cycle, ending in a plateau of performance.
Regardless, responding to donors, contributors and “fans” on the platforms THEY use demonstrates a flexibility and fluidity not usually associated with nonprofits. But as Dave Fleet mentions, sometimes the handwritten or personal touch is best. For thanking those large donations, perhaps in the words of Marshall Mcluhan, the medium is the message.
What other nonprofits use social media platforms to thank donors and contributors? Do you think it’s a good tactic?
sarahkassel
