June 14, 2010

Build the relationship first, ask for money later

Relationship

It's not really very new or different from traditional sales methods is it?

But as studies will suggest, nonprofits are continuing to struggle in their efforts to make social media a donation-generating tool. Until now, that is.

Meet Jumo - an organization started by one of Facebook's co-founders, Chris Hughes. According to its site, Jumo aims to connect individuals and organizations working to change the world. Chris' advice for nonprofits?

"Giving money is really what happens last – the first two pieces are helping people understand why an entity is important, and keeping up with it through email, Facebook, MySpace. You have to get in front of people as often as possible, foster relationships, build understanding."

So far, Jumo seems only to have made it to the "getting in front of people" stage, asking questions on their Facebook page and linking to relevant content. But with nearly 10,000 followers and dozens of responses to each post, it looks like they're off to a great start. I look forward to seeing what Jumo has in store for us.

--Kate

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