Why Your Group Should Be Exploring Web 2.0 - Spring 2011
Why Your Group Should Be Exploring Web 2.0 - Fall 2009
School Fundraising in a Wed 2.0 World |
Spring 2011 |
At Morgantown High School in West Virginia, student athletes and marching bands practice and compete on aging fields, while fans sit in stands dating back to the original 1927 design. With a massive facelift needed on the antiquated facility, school leaders knew they had to tap into as large a donor base as possible to raise funds for the renovation. Through the power of social media, including Facebook, Twitter and YouTube, the school is now well on its way to meeting its fundraising goals.
“I highly recommend social networking as a fundraising tool,” said Denver Allen, the project’s fundraising coordinator. “The use of social media is now the quickest way to reach as many people as possible in the least expensive way. With the click of a button you’re reaching thousands of people. We’ve even reached alumni from as far away as Texas, Arizona and Florida.”
These days, Morgantown High is one of a growing number of schools leaping onto the interactive bandwagon. Social networking sites, blogs, forums and RSS feeds have penetrated modern school and youth group fundraising operations, thanks to their ability to increase online traffic, enhance communication, retain existing volunteers and attract new ones, according to fundraising professionals.. By utilizing these types of Web 2.0 technologies, schools and parent groups can affordably launch and manage fundraising campaigns and projects, update members, boost collaboration and communicate with people across the globe.
Facebook Fundraising According to statistics, nearly twothirds of online Americans use social media (e.g. Facebook, Twitter). In addition, a new national survey by the Pew Research Center’s Internet & American Life Project found that Internet users are more likely to participate in volunteer groups and organizations and reach out to other members than non-users. Survey results showed that 80 percent of Internet users – including 82 percent of social network users and 85 percent of Twitter users – say they participate in a voluntary group or organization, compared with 75 percent of all U.S. adults.
In the case of Morgantown, the Internet has certainly played a key role in the ability of the group to network and raise money. A project-centric website features tabs for donations, a Twitter feed provides instant tidbits on the project and a Facebook page provides an outlet for alums to interact and view photos and fundraising updates. The YouTube page houses video highlights of TV news coverage about the project.
Fundraising professionals say these online social media tools can help provide a cost-effective portal for people looking to participate. “I think more and more groups are depending on the Internet to promote their fundraisers,” said Howard Gottlieb, a veteran fundraising professional in Mansfield, TX. “Simply writing a small blurb on a Facebook page will hardly entice any one to sell more and buy more. I think the successful groups integrate Facebook, Twitter, e-mail campaigns and website promotions along with the old-school verbal and written promotional materials. As with non-Internet related promotional activity, those that do it aggressively and properly see much better results.”
Gina Pellegrino has certainly noticed the benefits of social media applications. As president of an elementary school PTO in Meriden, CT, Pellegrino helps keep parents and volunteers informed through continuous Facebook page updates covering topics such as upcoming school activities, calendar events and fundraising news.
Why Your Group Should Be Exploring Web 2.0 |
Fall 2009 |
Like many PTA and PTO leaders these days, Kathryn O’Dekirk is trying to figure out how to deal with a tight budget. Mrs. O’Dekirk, president of an elementary school PTA in Willow Springs, NC, says her group missed its fall fundraising goal by about $4,000. Reluctant to cut any programs for the students, she turned to the social networking website Facebook to reach out to parents for tips and suggestions on how to bridge the gap.
“We’re using our Facebook group to discuss new strategies, and we have been able to bounce some great ideas around,” she said.
By now, you’ve probably come face-to-face with Web 2.0. According to Wikipedia.com (which is part of the phenomenon), Web 2.0 refers to the second generation of web development and web design that facilitates information sharing, interoperability, user-centered design and collaboration on the Internet. Examples include Facebook, YouTube, MySpace, Twitter, Flickr, LinkedIn, etc. Hundreds of millions of people around the world are taking advantage of this new technology to communicate in new ways, including parent groups.
Twitter, Facebook, YouTube and other Web 2.0 applications are so popular because of the faster pace of life most of us are experiencing these days, according to Internet experts.
“The time people have, especially parents, is increasingly fragmented,” said Frank Skinner, a marketing professional based in Atlanta, GA who develops strategies using Web 2.0 technology for non-profit organizations. “Reaching parents at the right place and right time, even if it’s for only a split second, is more important than ever.”
In addition to Facebook, Mrs. O’Dekirk’s group uses Twitter to communicate with parents more frequently than ever before. Twitter is a micro-blogging website which allows users to send and read brief messages. Today, Mrs. O’Dekirk “tweets” several times per week to keep parents informed about her PTA’s activities. In 140 characters or less (the limit for Twitter messages), Mrs. O’Dekirk sends reminders about upcoming meetings and early release, where to purchase spirit wear online fundraising updates and calls for volunteers, among other items. When “tweeting” about fundraising, Mrs. O’Dekirk always mentions the goal of the program to prevent apathy and build support among parents.
“Many parents have praised our Facebook and Twitter pages and all our efforts to keep them informed,” Mrs. O’Dekirk said. “In the past, I heard parents say ‘I didn’t know you needed help’ and ‘If I had only known.’ I’ve not heard a single parent say that this year.”
Parent groups are also tapping another Web 2.0 technology to get students excited about fundraising. The online video-sharing website YouTube allows anyone to post videos up to ten minutes. A quick search turns up several videos of school principals getting their heads shaved, taking whipped cream pies to the face and even letting students take over their office for a day. Each of these wacky activities was a reward for students who helped the school reach its fundraising goal. This fall if your principal agrees to a little self-humiliation to help the cause, don’t forget to bring along your video camera. Post that footage on YouTube as incentive for future fundraising events. Another idea: ask your fundraising professional if he or she has any professionally-produced video you can post as well to help keep momentum alive.
Web 2.0 technology is being leveraged by millions of people and organizations around the world. It’s a lot to take in, but be sure to consider whether your group would benefit by establishing a presence in this new area. “Social media unfortunately comes with a lot of hype,” Skinner said. “However once you get past the frenzy, these communities are an inexpensive way to maintain your presence with the people who matter most.”
