When organizational awareness (and brand awareness) has more long-term value than immediate donations and sales.

In this new vast new web, the number of young adults getting online has increased but their activities are not matching those of us older, more seasoned internet surfers and users. For those of us that spend all day connected to our blackberries and email - tomorrow’s users and donors are spending only 10 minutes a day on email compared to over 70 minutes ‘texting’. Granted, they are in high school and are texting on the sly or while the teacher’s back is turned.

OMG.

What are email marketers to do? The problem isn’t Facebook or MySpace, the problem is how to address every organizations number one goal at the moment: How do I get a younger audience into my communication and fundraising programs?

Every organization is facing a problem with their donor files ‘aging out’ - and, while planned- or legacy-giving was created to get donations ‘from the beyond’ - we are all faced with the possibility of skipping a generation of more affluent donors. The typical internet user today is more likely to give more money online to organizations they support, and respond to email appeals and other email communications.

While ‘kids’ today are spending only about 10 minutes on email - is sending them an email appeal worth your efforts? Yes. And No. You need to communicate with them on their terms where they are most comfortable.

Go where they are. Facebook, Myspace, etc. The number of new social networking sites grows daily - it’s hard to keep up with who you need to Digg. I remember when my biggest concern was who was Hot or Not. I guess that was a social networking site. A kinda mean one though.

Many organizations are using groups on these social networking sites to introduce themselves to a new and broader (read: YOUNGER) audience. An important part of any communication plan is to create groups on these sites and continue to push information on a timely basis and create information that appeals to the target. Your main goal should be how to have these future donors visit your site to learn about your organization - not just the number of members. Sure, it’s great if your Facebook group has 500,000 members - but you really can’t email them directly.

Remember, you may not see any immediate responses or donations, but you can offer the Facebook crowd a means to learn about your organization in the manner that they can grasp. And let them become bonded to your organization before they become donors. A mini-site or campaign site should be created to introduce your organization or cause to this younger audience. Offer text messaging. Video. Something that will resonate with the immediate gratification of doing good. Don’t expect them to give their allowance.

The plus side of all of this - and there are many - is that we do not know what Social Network sites will evolve to. Will third part advertising drive people to new sites? We do not know. Will all your efforts on Facebook go up in smoke when the hot new property opens it’s doors? We do not know. We as cutting edge marketers stay on top of this and can provide the strategy - that’s a certain.

Another thing for certain. These younger kids will become working adults with high paying jobs that will be connected to their blackberries and email.

So, start the relationship now - it’ll payoff later. That donor will be your organization’ BFF for a long time.

Filed under: Agency, Email Marketing, Non-Profits, Social Marketing on Tuesday, November 6th, 2007 by Serengeti Communications |
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