January 03, 2011

Why Charities Need to Take a Long-Term Approach to Online Relationships

Nonprofits must avoid treating their followers on social networks like ATM machines and instead establish strong relationships with them, Allison Fine, the author and the host of the Chronicle podcast Social Good, said during an interview last week on the PBS NewsHour. Doing so will allow organizations to ultimately raise more money, she says.

"This is not direct mail online," she says. "People who are online who are giving want to develop relationships with causes, with organizations. And those relationships are encouraging people to give more over time online than they do in traditional ways."

Let us know what you think of Ms. Fine's views in the interview -- tell us how your organization is building ties to its supporters by using social media.