Why should New Media matter?
Now that we’ve talked about what New Media is, the next logical question is why does it matter? I mean, we’re all sure that New Media must somehow matter to the big corporations with big budgets — but why should nonprofits care?
Why should New Media matter to me?
1) The way in which people communicate is changing. And I don’t just mean that people are more and more comfortable with text messaging or online social networks. Now, more than ever, supporters want a dialogue. Your story hasn’t changed, but the way in which you invite people into it needs to.
2) Traditional ways of telling your story (television, radio, direct mail, etc.) are getting more expensive and less effective. It wasn’t too long ago that the idea of losing money in acquisition of new donors was preposterous. But over the years we’ve come to celebrate making back eighty cents on the dollar in acquisition, with the knowledge that over time that investment will pay off. With costs rising and response declining, this is only going to get worse.
3) It’s a way to reach people you never could have reached before. Because New Media is about a dialogue, never before has there been such an opportunity to tap into the social networks we all inhabit. If you move me, if I feel like I am a part of your cause, I am going to tell everyone I know about you. Which leads me to the next point . . .
4) It creates the perfect environment for the best kind of marketing — word of mouth. How many times have you seen a really great direct mail piece from an organization you support, and felt so compelled that you took it to 20-30 of your closest friends and shared it with them? I venture to guess you haven’t (unless you’re in the business of creating it, like me). But while that idea is ridiculous to think of happening in direct mail, it is completely within social norms that I would forward compelling content online to my friends.
5) Your constituents want to be a part of your story, with their friends. Have I mentioned “DIALOGUE” before in this post? I meant it! While good fundraising has always been about the donor and not the organization, this is only going to become more true as time goes on. Your supporters do not ultimately care what you do for people around the world — they care about what they are doing for people around the world through you. And they want to involve their social circles in what they are doing too.
6) It’s about survival. We have to invest now. All the signs point toward a dramatic shift between traditional and New Media in the coming years. And if we don’t begin to at least put our toe in the water and begin to test what works and what doesn’t now, it will be a struggle just to maintain status quo in the years to come, let alone grow.
What about you? Other reasons New Media should matter? Or points you disagree with?
