So, You've Got a Lot of Facebook Friends. Now What?
Without some focused effort to truly engage them, that won't amount to much in way of donations.
Well, he raised about $20 from the whole social-media campaign to get people to donate. Imagine that. With 1 million followers. Getting people to donate was incredibly difficult. He realized he didn’t have a lot of engagement that translated to donations.
Now, you could say, “Well, he didn’t know how to fundraise; he could have done better with a real campaign or something.” But the fact remains that Mendelson’s experiment is a cautionary tale on the perils of looking at “follows” or “likes” as a substitute for building a relationship with donors.
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