heatherwhaling’s posterous

As the Web is flooded with more and more charity initiatives, both large, well-established ones and new nonprofits created specifically with harnessing social media in mind, problems can arise. At best, donations could be spread too thin, rendering many organizations less effective.

Of more concern is the fact that the influx of charities and nonprofits to platforms like Facebook and Twitter could result in noise, congestion, and outright apathy. Spreading awareness of a good cause grows difficult when that good cause starts to seem like spam. If one tweet after another is seeking donations, people might just get fed up.

Nonprofit organizations can't just set up a Facebook page or a Twitter account and think the money is going to start rolling in. It just doesn't work that way. That doesn't mean it can't work. Organizations just need to be more strategic: outline specific goals, focus on creating meaningful conversations (not just asking for money!) and get the right message to the right group of people. Don't go for the "ask" right away -- build a strong network first and then figure out what they'll respond well to. It may not be monetary donations, but maybe it's a clothing drive or a call for volunteers for a neighborhood clean-up. Let the community drive the conversation ... and the conversion.