Should Your Nonprofit Stop Relying On Social Media?

March 17, 2016


Matt Collins Guardian article on fundraising proclaimed, “A recent report found that entrepreneurs say social media is a waste of time, with no discernible impact on their sales, and I believe the same could be said for charities.” Matt’s conclusion is that resources should be allocated to avenues where the donations are generated. Has your ministry seen a good return on investment for the time and money you’ve spent soliciting funds through social media? Carlos Miranda in a reaction piece to Matt’s post contends, “Telling charities to step away from social media is short-sighted.” Ignore digital natives at your own peril he warns, “Organisations that aren’t investing in social media, are doing themselves a massive disservice and failing to future-proof their communications. Not only are they missing out on valuable insights into their supporter base, they also miss out on engaging and interacting with their next generation of supporters. My big takeaway is that you have to invest time, money, and resources appropriately. Never assume a social media campaign will drive the majority of your contributions. However, you must keep your ministry or charity in front of where the eyeballs are. If I can help your radio station better engage your audience through social media–reach out to me here.

Bryan Race

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Inspiring people to fund life-changing ministries and projects is my business. Currently, I'm the Director of Development at Victory 91.5 in Atlanta, GA. I'm a highly motivated, dedicated and creative radio professional with over 34 years of experience in multiple formats. Expertise in all aspects of station management, programming and personality driven radio. I'm committed to building brand loyalty by forging vital, lasting relationships with listeners, donors and the community. I graduated with multiple honors from TFC in 1996 and have also has done Master's work at Southeastern Baptist Theological Seminary. My areas of expertise include: Donor Development, Public Relations, Audio and Video Production, Fundraising, Direct Marketing, Advertising, Social Media Strategies, Email Marketing, and Public Speaking.