The Annual Giving Exchange

This week marks the 20th anniversary of pro-democracy protests in China’s Tiananmen Square that culminated in a massacre in which hundreds of people died.  For many, this is a time to reflect on the idea of freedom, remember those who lost their lives, and consider the progress of human rights around the world.

Several days ago reports surfaced that government censors in China blocked the accounts of Twitter users leading up to the anniversary of Tiananmen Square.  Although these reports have not been confirmed, it raises some staggering questions about the power of social media as a way to mobilize and communicate with people.

Meanwhile, annual giving professionals struggle to understand how, if at all, Twitter can help them raise money.  Part of the problem is that many of us see Twitter as a wildfire.  What we should be doing is using it as a lighthouse.

The Chinese government was worried about the wildfire in Twitter, that it is able to rapidly and uncontrollably spread ideas.  What we, as fundraisers, should be thinking about is how it can help our supporters focus on what’s most important to our organizations.

Too often organizations use Twitter to update their constituents on anything and everything all the time.  This is overkill, no different than too much direct mail or too many phone calls.  Keep in mind that Twitter users are often following hundreds (if not thousands) of entities.  Too many updates can actually harm the very relationship you’re trying to build.

Instead, try to be a lighthouse.

Understand that your supporters have chosen to follow your organization because they want to be aware of its key activities and priorities.  Be selective and discrete about what you tweet.  Make your tweets stand out, so that your supporters are looking for them instead of looking past them. And, from time to time, use Twitter to remind them that you rely on their support…with a link to your online giving page of course.