You’ve likely been approached by someone who says they can take your fundraising to new heights through some kind of “engagement” magic on social media.
Before you direct any of your budget toward them, read this post at The Agitator: Engagement Scores: The Empty Calories of Fundraising/Marketing.
“Engagement” — actions like click, like, attend, follow — are not as valuable as some are claiming them to be. Here’s what The Agitator says:
Treating engagement as a useful outcome doesn’t make our campaigns perform better, and may actually make them perform worse. Engagement is neither a causal path nor necessary way station to real business outcomes.
Someone promising miracles through social media? Demand proof.
Jeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.
Leave a Reply
You must be logged in to post a comment.