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Nonprofits find friends on Facebook, MySpace Date published: 9/20/2008
BY AMY FLOWERS UMBLE Nonprofit groups continue to struggle through tough economic times, when donations drop and need rises. Often, the first budget cuts come in the marketing department--which a nonprofit marketing expert calls shortsighted. But there is one marketing tool that requires few resources--social networking Web sites. With the two largest sites, MySpace and Facebook, attracting 115 million viewers each month, the online networks offer a wealth of potential. "The reality is many people don't understand everything nonprofits contribute to their own community," said Nancy Schwartz, who advises nonprofits on marketing. "Social media has been particularly useful in bringing some of these stories back home and enhancing the understanding of what they do." Rappahannock United Way already uses MySpace and Facebook. "It's been a really effective way of reaching people, and it doesn't require any cost," said Sarah Walsh, development director for the group. The organization typically tries to attract new donors and volunteers by more old-fashioned methods: handing out flyers, giving presentations and printing brochures. "It's really just pounding the streets, putting up posters, handing out brochures," Walsh said. "Things that take a lot of time and cost a lot of money." For now, the area United Way chapter will use both new and old methods. But as times get tighter, officials might save money by cutting the old-fashioned methods, Walsh said. Schwartz, based in the New York City area, recommends just that. "Start by first sticking a toe in the water--don't dive in full body--and get out there," she said. And don't expect fabulous results right away, she said. Walsh said her group hasn't raised much money through social networking, because most users are teens and college students, people who don't have much disposable income. "Most nonprofits aren't using this stuff to huge She recommends that nonprofits stick to the basics. A good, well-researched marketing plan remains a necessity, she said. Know your audience, and if they're using social media, start a page, Schwartz said. As social networking sites rise in popularity, chances are that any group's audience will be using the sites. Both Facebook and MySpace originally attracted only teens and college students, but users now include people in their 70s. "It's been huge," Walsh said. "We've tapped into a whole new group of people we normally wouldn't reach." gettingattention.com nancyschwartz.com facebook.com myspace.comAmy Flowers Umble: 540/735-1973
Date published: 9/20/2008
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