A study and report by the Pew Internet Research Project from a few years ago, “Americans and Their Gadgets,” continues to provide many helpful insights. You would suspect the results of the report indicate an ever-growing percentage of Americans now own a cell phone, desktop and laptop computers, MP3 players, game consoles and e-book readers.
In February, 2016, Pew Research Center’s Global Attitudes & Trends noted:
“As the world becomes increasingly interconnected, both economically and socially, technology adoption remains one of the defining factors in human progress.”
In terms of major gift fundraising, the assumption is fairly simple. If you had the resources to purchase these convenient devices, wouldn’t you have them? High net worth households are among the highest percentages when it comes to “gadget” ownership.
It makes sense, then, to use these items to communicate your nonprofit mission and your needs for support online whenever possible. Potential donors in the major gift category are using mobile devices of all kinds and clearly, they enjoy using them.
Of course, not all major gift prospects (nor donors of more modest means) are comfortable using mobile devices and social media. I know an elderly donor who still prefers visiting on the telephone, and this donor also prefers the fax for follow-up. Having said that, I know some Millennials who surprisingly still think social media is a waste of time. But as time moves forward, they are the exceptions!
One important message here is – especially in the case of your most treasured supporters – learn their communication preferences and use them. If they are not on Facebook, don’t think your messages are reaching them on that platform. You may need to call or to write and mail an update.
Having joined Facebook at the suggestion of a highly regarded major gift donor and friend (whose family has graciously awarded some of my past projects more than $1 million in grants), I know social media and new technologies are effective for communication purposes with philanthropists of all capacities. They find them convenient to help manage the goings-on of family, friends and favorite nonprofit projects.
Nonprofit organizations must be present on social media, and never cease communicating their mission, needs and success stories. You never know who may be reading your information online in order to make knowledgeable, meaningful financial contributions (donors, professional advisors, family and friends of donors, friends of friends, government agencies, and the like).
The trend toward greater use of technology in every aspect of our lives is increasing, and the potential for good far outweighs the bad. I offer a thought for potential donors and educational program organizers in the spirit of partnering toward tech success for those members of society lagging behind. We need more funding and programming for tech education of the most basic sort.
Many still feel left behind by the way technology has taken over our lives. NTEN: Nonprofit Technology Network is a user-friendly resource for using technology more effectively, and you can search for tech clubs located in cities across the nation. Most programs are free. NetSquared is another nonprofit resource, and it is global in focus. Here in Central Texas, since 2015 I have helped coordinate the activities of the Nonprofit Tech Club Austin. Follow this link to a report on ISSUU on our work, which includes several helpful programming ideas and potential guest speakers.
The American Association of Retired Persons (AARP) maintains web pages focusing on how to use social media, online security, how to conduct video chats and more. Follow this link to the AARP Social Media page. Another organization that provides hands-on in-person training (which is often the best), is General Assembly. I also enjoy the podcasts of Social Media Examiner.
“Digital inclusion” is something society must address, not only across the United States but globally. Technological gadgets are expensive to purchase and not everyone can afford to pay for wireless at home. Austin Free-Net is a Central Texas nonprofit helping to address the needs of low income citizens who find themselves in this position. You might also enjoy reading my post, “Digital Inclusion: As We Race Ahead, Let’s Be Sure No One Is Left Behind.”
Pew Research Center notes in 2018, “Americans use multiple social platforms. Roughly three-quarters of the public (73%) uses more than one of the eight platforms measured in this survey, and the typical (median) American uses three of these sites.” It is important for nonprofit organizations to be present on social media, and to be watching the ever-changing trends in social media use!
This article was one of the first on Carolyn’s Nonprofit Blog, ca. 2011. I updated it in 2018.