Social Media Fund Raising: Winds of Change

The February 9 Chronicle of Philanthropy daily e-mail featured ideas from blogger Hildy Gottlieb who postulates that social media fund raising is downright destructive because "it does not solve the causes of problems." Eventually, according to Ms. Gottlieb, this inability for small monetary donations to make an impact leads to donor apathy and a total abandonment of philanthropy.

I do not agree. While social media fund raising strategies should not be the sole source of funding for a nonprofit, they absolutely should be explored and integrated into the overall fund raising plan. Nonprofit organizations, by definition, exist to offer solutions to our most pressing social problems. These problems - homelessness, poverty, hunger, health and wellness for example - have very few permanent solutions. The public knows this. Whether a financial gift is made in response to a direct mail piece, an e-blast or a Twitter request is irrelevant. A gift was made to help a nonprofit attempt to provide a solution to a social problem that may, ultimately, be unable to be solved.

Furthermore, I have seen evidence that utilizing social media fund raising actually increases donor participation. One only has to remember Barack Obama's presidential campaign and the unprecedented amount of money raised to realize the power of mico donations given over the Internet. But one need not run for President of the United States to start a wind of social media fund raising. Just look at Paull Young.

Tomorrow, February 12, Twestivals will occur in more than 160 cities across the globe. Twestival, co-organized by Paull Young, encourages Twitter communities to come together to raise $1 million dollars through micro donations for charity:water. The premise behind Twestival is "if cities were able to collaborate on an international scale, but working from a local level, [they] could have spectacular impact." I think this is the essence of social media fund raising - it allows individuals who are passionate about an idea or cause the power and the voice to have a positive impact on the world. Will $1 million bring clean water to all who need it? Probably not. But, because of Twitter and Twestival, thousands of individuals across the globe know the need and are committed to doing something about it.

The Cleveland Twestival event is from 6-8 p.m. at Harry Buffalo on East 4th Street. Purchase tickets here.

On this Twestival Eve, I believe winds of change are coming for nonprofits and how they devise their fund raising strategies. While nonprofits will continue to need large financial gifts and grant money, an increasing amount of funding will come from micro donations on social media platforms like Facebook and Twitter or through events created by supporters and spread virally through social networks.

Will the winds of change be constructive or destructive to your nonprofit?