Pulse: Overcoming Social-Media Fears

A shift in thinking
Instead of looking at social media in terms of the actual dollars it brings in, fundraisers should look at what these conversations with constituents mean in the grand scheme of things.

"It's really not about fundraising as we have always known it to be. Those donors that are 60-plus that everybody is fighting over, the vast majority have been donors for 40-plus years," Barber shares. "It was usually at some point in their 20s or 30s that they first encountered a nonprofit environment that they found relevant that they have stuck to and with for this whole entire lifetime. Once they find and have affinity for an organization or cause, they tend to stick.