The real value of social media in Non-Profit Marketing.

When it comes to the value of social media to non-profits, you can talk about the power of user generated content, viral expansion loops, etc. While those topics, and others, are definitely worth talking about, I think the most value comes from social media’s ability to deeply engage people.

In his book Join the Conversation, Joseph Jaffe says, “A central hypothesis of mine is that the more time consumers voluntarily elect to spend with a ‘brand,’ the more likely they are to be favorably predisposed toward that brand, and hence the more likely they are to purchase that brand, recommend that brand, or both.” While Jaffe uses “brand,” I think non-profits could very easily insert more non-profity (I enjoy making up words) terms into the above quote. For example, “…the more time people voluntarily elect to spend with a cause/organization, the more likely they are to be favorably predisposed toward that cause/organization, and hence the more likely they are to give time or money to that cause/organization, advocate for that cause/organization, or both.”

I think this should lead organizations to review their efforts at marketing and development in light of the question, “What are we doing through our marketing and development to encourage and enable people to spend more “time” with our organization/cause?” This may seem overly simple. To that I would reply everything else is overly complicated.

Simple is honest. Simple is authentic. Simple works.

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1 comment so far

  1. Scott on

    It’s good insight. I’m definitely trying to harness the power of social media in working with Donate Life Illinois to encourage people to register as organ donors. Spot on, the interaction, engagement and empowerment is key.


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