Leaner, Greener Nonprofits Need To Be Authentic To Stand Out

by Mary C. Long, , Op-Ed Contributor
marketing:green
via www.mediapost.com

For nonprofits, persuading the masses to donate is a matter of survival. To fund their work continually, they must be able to reach the people who care most about what they're doing — and make sure those people can find them, too. 

Don't broadcast, connect

Nonprofits are certainly making use of digital channels like email and social media, while continuing tried-and-true tactics like print mailings for older generations. 

But is that enough? For too many nonprofits, "going digital" simply means having a website, and having social media options for those who want to follow them that way. While these are both important steps, nonprofits need to be sure all digital channels are optimized for best return. 

To that end, social channels shouldn't solely be vehicles for broadcasting your latest heart-wrenching video, or appeals for donations. 

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