How to Use Social Media to Engage Donors
Social media and the Internet have permanently disrupted the traditional donor-engagement process through online competitions, viral video campaigns, and mobile giving, to name a few. With each new way for organizations and donors to interact come increasingly complex entry points into the traditional models of donor engagement, greater variation in movement along the pathway to deeper engagement, and more opportunities for a person to be influenced by forces outside an organization’s control. Join Georgetown University’s Julie Dixon and Denise Keyes as they discuss this impact. They’ll also provide insights on these trends gleaned from a nationwide research project that their Center for Social Impact Communications conducted with Ogilvy Public Relations Worldwide, and will explain a new model of donor engagement they have created that takes advantage of social media and the Internet—one that is more fluid and continuous, and that better reflects the growing importance that a person’s influence plays in the process.
