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

Certainly, the Jumo concept adds some depth to the ways supporters can demonstrate their empathy for causes, but it’s worth remembering that it’s still not the same as actually supporting them. And it may just be launch-day issues, but I couldn’t actually get onto the website to try it out.

So are the two mutually exclusive? Can you embrace social media as a channel and still aim to engage those individuals in a relationship? Clearly, people who have clicked "Like" on your organization’s Facebook presence have not given you permission to build much of a rapport. Yes, they will see your status updates, but unless they click the link to your website, make a donation and register, you are not going to be in a position to communicate in a meaningful way. Perhaps that’s the way they want it to remain — more to be seen as supporting you than actually doing so. You could even argue that by giving them the option of anonymous one-time donations via PayPal, or the like, you’re sacrificing the potential of long-term benefit from those who do want to support you for short-term gain.