While large charities have been using online tools for years to issue electronic receipts and attract younger donors, they have been cautious about widely exploiting social networks. Fears around complexity in dealing with new technology combine with worries about security. An Ipsos Reid study found that information-security concerns have kept more than 40 per cent of donors interested in giving through the Web from doing so.
But charities' biggest reservations centre on ceding control. Louise Bellingham, vice-president of marketing at United Way Toronto, says her organization has a proprietary online system to help run its workplace campaigns, and uses Twitter, Facebook and other social media to spread the word about its campaigns.
"Canadians are very net-savvy. There's an expectation for charities to be available and reached in this manner," she says. But she acknowledges that it's harder to manage the message once you venture into social networks. "You need to be more open to dialogue [with your supporters] and be monitoring that dialogue, and choose when you want to participate in that dialogue."
Charities are terrified of bad publicity, and so want to closely manage anything that happens under their logos, lest offensive language or other abuses tarnish their brands.
"The brand is almost everything for charities because it's all about trust," Mr. King says, but he notes that modern communications give charities no choice but to let go a bit. "The change you fear has already occurred, and charities need to get ahead of this curve."
Mr. Bradbury of GuluWalk understands the qualms. "You do give up control - you're letting your supporters tell the story," he says. "But people give to people they know, so asking a friend or colleague to give is an easier ask [than for an unknown organization]."
In the five years he's been running GuluWalk, he has yet to hear of anyone doing anything untoward. "That fear, I don't know how real it is," he says. "Yes, there's much to lose by letting go of control - but so much to gain."
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HOW TO RAISE MONEY ON THE WEB
Know your demographic
Who are your top supporters? Past patients? Socially conscious students? University alumni? Build on your success with them by studying what worked, then segment your appeals based on age, gender, income, interests and level of involvement.
Make call to action
Donors need to be asked to give, show up or volunteer, and in a way that makes it easy for them to respond. Put the "Donate Now" button at the top left of the Web or e-mail form, or make it a banner. Philip King of Artez recommends showing your fundraising site to someone new and watching as they try to make a donation. How many steps to complete the transaction?
Keep it simple
Campaigns need a direct message so people get who you are and what you want.
Understand the media
Facebook, Twitter and other social media are tools, but don't assume that followers will translate into donors and volunteers. "You still need a good story, a good event," GuluWalk's Adrian Bradbury says. The fast-paced Twitter may not work for campaigns where you need people to feel engaged with your story.
Don't look like a spammer
You never know when someone may tag your appeals as junk mail. Send e-mails sparingly and make them interesting. "Fundraising organizations have some of the most inspiring, compelling stories," Mr. King notes. "Make sure those stories aren't smothered under a pile of text."
Joanna Pachner
