I love having the opportunity to interact with smart, talented people on Twitter, Facebook, blogs, etc. We’re making connections with real-life people. But, I have to wonder: Are we about to see a flurry of situations where organizations get too personal, too fast?
Social Media = Cocktail Party
I recently spoke to a group of nonprofit executives and shared a quick story comparing Twitter to a cocktail party. If you haven’t heard the analogy, the short version is something like this: You wouldn’t walk into a networking function and start talking non-stop about how great your nonprofit is — and that everyone should donate immediately. Likewise, you can’t approach social media with this “me, me, me” attitude. Instead of only boasting about yourself, find ways to connect with people … develop relationships … be a resource. Then, you’ll reach the point where it’s appropriate to make “the ask.” The point is, you can’t make the ask right away — especially to people you have no prior relationship with.
What about email?
I received an email from a local nonprofit at the beginning of the moth. Keep in mind, I’ve never had ANY interaction with this organization. Ever. This note proceeded an e-newsletter:
It seemed like a very personal message. I’ve never met this person, so it struck me as odd that he wished me and my family well. Signing it with “E” is something you’d do in an informal email to someone you know well … not to someone you’ve never met. Too personal? Or is it just me?
While that initial email seemed odd, I left it alone. Didn’t respond or comment. I gave the sender the benefit of the doubt. It’s just a nonprofit struggling to reach new people.
Then, I received this email asking for a financial contribution:
What do you think? Lines are blurring and we’re living in a rapidly changing environment. I get that nonprofits are struggling for resources. I’m not trying to call out this organization in particular. But, I do think there’s an interesting discussion to be had. Is this approach to fundraising a growing trend in the nonprofit sector, or is this an example of a nonprofit getting too personal, too fast? Or maybe it’s just me …