As you probably remember from my previous article on this topic, it’s a myth that high net worth people don’t use social media. Studies show that the adoption rate in that demographic is growing every day, too.
That’s great for those of us in fundraising, because new sources like these help us to (as Chris Carnie recently discussed in a terrific podcast with Ben Rymer) craft a donor-centered relationship for each individual donor – because we can (and should) treat them as individuals.
As researchers (and as an organization whose job is to help our clients build stronger relationships with donors), we’re excited about what these new information sources mean for fundraising.
So about three months ago, HBG’s Tara McMullen and Heather Willis began collaborating with our friends over at EverTrue to crunch data and analyze how nonprofits are already capitalizing on social media resources, to show some examples of organizations doing it well, and to project on what the future may hold.
After lots of information-sharing and team discussions, an insightful whitepaper called Donor Identification in the 21st Century, published this week, is the happy result.
Have a read, and then let us know what you think donor identification in the 21st century will look like!
