Where’s the Game Changer in Fundraising?

Posted on: January 10th, 2010 by Hayim Herring No Comments

The proliferation of social media tools has fundamentally changed organizations. (Not all organizations have grasped this reality!) Specifically, sites like Google, Facebook, MySpace, Twitter, YouTube and Flickr have enabled and empowered individuals to deeply influence organizations-to highlight their relevance or their superfluity, to engage with them or to bypass them. (For more about this, see http://tinyurl.com/n7sx7e). Individuals can organize in, through, around and across organizations in ways which were unimaginable only a decade ago.

While I’m not a professional fundraiser, my impression is that non-profit fundraising has not caught up with the Web 2.0 era. And there’s special opportunity for churches and synagogues to benefit from social media tools. Even in this environment, where public charities have seen a decline, the one sector that hasn’t felt this impact relative to other causes is religion (http://tinyurl.com/m889b8 ). True, many faith-based organizations allow members and supporters to donate funds online. They may even announce special campaigns and provide updates on them through their websites, Twitter and Facebook. Maybe some are even using video testimonials to promote fund development. But, the underlying methods of fund development appear to have remained the same: dues for synagogues and donations for churches, special appeals or campaigns, endowments and bequests, annual fundraisers, etc.

What would be some game changers for congregations?
• Within the mission of the congregation, allowing groups or individuals within congregations to determine what they want to contribute to (perhaps once a minimum amount of funds was raised for operations).
• Inviting people who are not members to financially support a cause in which they believe.
• Creating a flash fundraising campaign to support an emergency need (like a flash mob) and then disbanding when the goal is met.
• Providing congregants with opportunities all-year long to offer ideas about how to maintain the financial health of the congregation.
• Adding an on-line component to all ongoing fundraising activities.
• Involving those who are more tech-savvy in discussions about social media fund development.

Maybe I’m off-base, but it seems like we’re still at the stage where we’re using unconventional tools in conventional ways when it comes to fundraising. I’d love to hear your thoughts on this one!

Rabbi Hayim Herring, PhD

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