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Being non-social with social media

by The NonProfit Times - April 9, 2013

There are friends with benefits, sure enough, but there are also benefits to having friends, and friends of friends, and so on.

Many fundraisers look at social media as a helpful tool but not one that can be utilized across all levels of giving. During the Direct Marketing Association 2013 Washington Nonprofit Conference, Bill McCarthy of the Southwest Indian Foundation, Rob Reger of Epsilon Data Solutions, Dennis McCarthy of Blackbaud and Grace Leonardo of Paradysz emphasized the importance of integrating social media into all giving efforts.

Citing a study by SmallAct, a Washington, D.C.-based firm dealing with social media analysis, and CARE, McCarthy, McCarthy, Reger and Leonardo said that social media and social media data can help “non-social” parts of the organization execute their campaigns and efforts more efficiently and effectively.

Specifically, the study discovered that:

  • All social media are influenced by social media.
  • Constituents who have just LinkedIn profiles give more, and even more if they have a Twitter handle or a Facebook account.
  • Social people take more action. In fact, they are up to 400 percent more likely to take an action than a non-social person.
  • There is a bit of an inverse relationship between activists and donors in social networks.


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