Don't Trade Short-Term Social-Media Success for Long-Term Donor Value

For all of the opportunities that social media brings to fundraisers, the ability to establish and develop long-lasting supporter relationships has not been one of them — at least not yet.

Early applications of social media for fundraising, such as the Causes app on Facebook, were limited to asking for donations. They did not always have the means or permission for capturing the donor information required for initiating and developing a dialogue, which might then result in the longer-term deepening of commitment and support.