It's Not Just for Interns Anymore: Creative Approaches to Internet and Social Media

Even with the exceptional collaboration that lends hope and stability to the Cambridge nonprofit scene, there is no denying that times are tough. As charitable giving continues to decline, current tactics need to be adapted accordingly. Certainly strategies from last year remain applicable today: cut back on costs, protect your assets. But it’s becoming clear that more drastic action will be necessary over the next months. A particularly relevant strategy, especially in a market of modest and intensely local organizations, is to supplement decreasing foundation and state giving with outreach campaigns to individual donors. This strategy may be especially appropriate here in Cambridge, where the unofficial trend seems to be one of increased individual appeal donations.

Development officers rejoice – such appeals can take on forms other than the traditional mass mailing. Individual donations are taking place increasingly over the Internet, and nonprofits are ever more reliant on social media platforms to market themselves. Odds are that an event committee member has posted your signature fundraiser in her Facebook status, or some dewy-eyed intern has tweeted the day’s news to your Twitter followers. Social media has the capacity to generate tremendous results with a minimum investment of capital and resources, making the social media marketing campaign a valuable option for modestly sized organizations. Consider incorporating these social media options geared expressly toward nonprofits.

The Internet also offers other creative options aside from social media and individual organization websites. eBay’s Giving Works allows you to “shop, sell, and donate for a good cause”; registering your organization is free. Similarly, iGive.com donates proceeds from online shopping and searching to nonprofits; make sure your organization is on their list. Promote sites such as JustGive.org to encourage local residents to donate in support of local nonprofits. (JustGive.org even has a special Wedding Center, where couples can elect to register for charitable donations in their name as wedding gifts; consider contacting Boston area wedding planners to spread the word about this type of giving.)

In short, it’s time to put that signature Cambridge creativity to work. If you don’t yet have an established social media marketing campaign, jump on the bandwagon. If your website doesn’t yet accept online donations, configure them now. Search out existing websites that support charities, and find other outlets where nonprofit support might be appropriate. Outreach is no longer limited to paper cuts and envelope moistener (although they do have their place). Even the most local of organizations has access to a world – literally – of resources.