Most nonprofits deal with budget strictures. They look at what’s required for an effective social media PR campaign and cringe. How could they possibly have the time, and resources, to make that kind concerted effort? So they opt for the “next best thing” … quality.
Except, in the world of social media, quality does not trump quantity. Ever. Sure you need to put out shareable, sticky, and engaging content, but you can’t do it once a month and expect a solid and consistent response. Instead, you will see peaks and valleys that will impact everything you are trying to accomplish.
The key is to find the sweet spot between consistency and quality. Generally, this begins with a long hard look at your budget. If you are anything like all the other charities out there, you are accustomed to the old way of fundraising and public relations. Some of that will still work well, but I need to tell you that in no uncertain terms…
The world has moved on.
Things are different than they once were and if your marketing budget does not reflect those differences then you are missing the boat in a big way. Yes, the ‘net might look confusing and social media might be a scary risk to take, but you need to develop a social media campaign, and you need to earmark a serious segment of your marketing budget for this purpose.
Not necessarily a huge chunk, but you can’t throw pennies at a dime problem and expect dollar results.
Get that, internalize it, and start taking new media as seriously as you do TV, print, and radio. Otherwise, you will lose an entire generation, and, increasingly, all adults 25 to 65.