- Thu, April 01 2010
- Filed under: Social networking and web 2.0
It was a privilege to get to speak – and listen – at the Artez Interactive conference this week. After thinking about what I heard – from Dharmesh Shah of HubSpot to Jocelyn Harmon of Care2 to others, I’d sum up the top messages as:
1. You can’t afford to ignore online outreach any more – whether it’s online giving, email marketing, social media or inbound marketing, you have to learn to do it because your audiences are gravitating online, in ever-changing ways.
2. They aren’t gravitating only to your website. You need to build outposts for interaction across the Internet, where your passionate constituencies are gathering and self-organizing.
3. Your job is not to beg for money, it’s to build relationships and show impact wherever you are online.
4. This is the year to give up illusions of control and trust your supporters to help spread the word. They’re good at it – even better than celebrities – within their immediate circles of influence (though these actions don’t necessarily translate to second and third generations of circles).
5. At the end of the day, it all comes back to people, relationships and emotion. No technology tool works without those. Whether you’re using a fundraising widget, and e-newsletter or a Tweet to communicate, it will only work if you do it in a way that is not about you – but about providing something compelling to other people. (For more on that topic, check out the free e-Book I wrote and presented at the conference: http://www.fundraising123.org/homer)