Tag Archives: social network

2012 Update: Social Media and Nonprofits

You’re going to want to tweet this: in response to May’s “Question of the Month,” 24% of respondents claimed that social media was the best marketing tool for nonprofits. “Word of mouth” and the organization’s own website tied for first place, each netting 29% of respondents’ votes.

http://onlinebusiness.volusion.com/articles/word-of-mouth-marketing-introduction/Not surprisingly, some nonprofits are turning to social media as a means to disseminate their missions, visions, and values. The Fourth Annual Nonprofit Social Network Benchmark Report reported that in 2012, 93% of U.S. nonprofit organizations have a presence on one or more social networking websites.

However, there are still many organizations that have no social media strategy to speak of. The answers to this month’s question reflect a number of trends we’ve noticed developing over the last few years:

  1. All nonprofits do not yet understand the power of social media.
  2. The priority placed on social media as a “connection tool” is sporadic and seems to  be used primarily by very large and very small nonprofits.
  3. Creativity relating to marketing remains very traditional. Even though everyone has a website and therefore the capability to connect with users via an interactive interface, many don’t.
  4. Impersonal marketing still dominates the landscape, and nonprofits suffer for it.

Over the last five years, many nonprofits have transitioned to using Facebook and Twitter as ways to build a donor base and market themselves to supporters. However, there is still a great deal to be learned about just how effective a tool Facebook and Twitter can be.

An astounding 98% of respondents to the Report indicated they have a presence on Facebook, offering many potential opportunities for fundraising. However, 53% of respondents said that they were NOT using Facebook for fundraising at all. 

Some organizations are opting for a modified social media fundraising approach. According to Robert Strickler, the Donor Pages Product Manager at DonorPerfect Software, an increasing amount of nonprofits are turning to what he calls a “donor driven” approach.

His firm has developed Donor Pages, an online “friend to friend portal” where an organization recruits its supporters to set up a website where they can reach out to family, friends, and colleagues and personally ask them to donate.

“Using a page like this gives ownership to the online social fundraising experience,” says Strickler. “We find that this tends to be effective because it operates on a more personal level.”

Just like fundraising through direct mail, meetings or phone calls, the same rules of stewardship are just as critical to online fundraising. Connection – genuine, heartfelt, and personal – is the key to fundraising success.

Adapted from “Social Media and Jewish Nonprofits: Missing in Action?” originally published on February 15, 2012 via eJewishPhilanthropy

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Connecting Practices and Learning from Each Other

Reposted from eJewish Philanthropy – April 4, 2012

Three different but important conferences took place late last month and have served to connect and engage Jewish development professionals as well as donors and other committed individuals in interesting ways. One gathering reached out to Reform synagogue development professionals only, another involved Jewish foundation representatives and leaders, and the third served to engage primarily nonprofit professionals working to organize their efforts across the State of Israel. Each conference resulted in positive outcomes but took different approaches and each received different levels of visibility in the media.

Consider each of the meetings:

  • At the Jewish Funders Network (JFN) in Tel Aviv, 400 Jewish funders from across the globe gathered to address common concerns and to discuss common practices facing Jewish philanthropists.
  • At Amuta21C, 250 men and women came together to discuss challenges facing “third sector organizations in Israel,” the terminology being used to refer to nonprofit organizations.
  • At the Reform Synagogue Development Professionals (RSDP) annual meeting in Philadelphia, fundraising professionals from 19 midsized and large Reform U.S. congregations focused on best practices, innovative technology considerations, and the challenges related to attracting more philanthropic dollars from the members of Reform synagogues.

In reflecting on the purposes and importance of each gathering, we see important connections that more than justify the value of commitments of time and other precious resources. While attendees at each meeting undoubtedly used the opportunities to connect with longtime friends, colleagues, and like-minded people doing similar work, the value of sharing ideas and considering new methodologies became uppermost and is a uniform theme.

Jonny Cline, the co-organizer of Amuta21C, told us this conference “looked to address the issues of the culture of philanthropy in Israel, or lack thereof, shared responsibilities with the changing paradigm of the relationships between business and the third sector.” The program and other information can be found atAmuta21C.com, and pictures and discussions are at Facebook.com/Amuta21c.

On the heels of Amuta21C, the Jewish Funders Network (JFN) continued its focus on networking between and among some of the most connected Jewish donors. According to one prominent attendee, Jennifer Laszlo Mizrahi, “JFN is the place for people who care about smart giving in the Jewish community. Participants are outstanding human beings and the work they are doing is making the world a better place.”

She told us that one highlight at this gathering “was that there were many Israeli givers … a new trend in global giving” in the Jewish giving arena. Cline cited a panel discussion at the Amuta21 conference that featured “meet the investors” where Dame Stephanie Shirley and private philanthropist and owner of the multi-family office Philippe J. Weil, joined Sandy Cardin of the Schusterman Foundation, and Vered Raz, director of corporate responsibility for the Fishman Group. The “catch phrase” that came from the conference was a call for more and better cooperation between philanthropists and nonprofits/third sector agencies.

At the gathering of Reform synagogue development professionals, networking, too, was a major focus, with several discussions sparking dynamic discussions about planned giving, technology, and best practices. Maxine Lowy, of Temple Oheb Shalom of Baltimore and who chairs the group, termed the annual meeting as “invaluable” and looks forward to the next get-together in San Francisco in March 2013.

“Our focus was a set of discussions about what Jewish houses of worship can learn from other religious institutions … how to better be a ‘connector of people’ rather than facilitators,” she mused.

Reports about these three different conferences have been covered, partially on eJewishPhilanthropy, as well as in other blogs and media sources. Most importantly, they reflect important efforts to connect people with intersecting agendas and priorities, each with different approaches. Strengthening Jewish philanthropy has historically receded in times of economy contraction or recession, which often result in downturns in giving. We note that several other major conferences are scheduled for later in 2012 but the three we have highlighted cover Jewish perspectives that focus on Jewish priorities and nonprofits that serve the Jewish community in the US and in Israel.

Jewish communal leaders have often expressed frustration that Jewish donors were not devoting sufficient attention and resources to Jewish priorities. Perhaps the long term results will reflect more Jewish dollars directed for Jewish needs and a better understanding how to marry Jewish philanthropic desires with the work of Jewish nonprofits … in the US, Israel, and around the globe.

If you are the planner or an attendee of a forthcoming conference on Jewish philanthropy, please advise us. As Cline told us, the point of these meetings “is to facilitate the development of a professional community … that will encourage and enable professional and organizational development and that will create and facilitate a channel of communication between the professional community and the (Jewish) philanthropic world.”

Jewish Development Professionals and the Job Market

Reposted from eJewish Philanthropy – March 27, 2012

An improving U.S. economy and an upturn in charitable giving should expand the market for Jewish fundraising professionals. Is this happening … and what are the projections for the next 18 months?

“Historically, the job market for development positions is the first to see improvement after layoffs occur,” we learned from David Edell, president and cofounder of national firm DRG Executive Search Consultants, where he has been actively engaged for 25 years of search efforts with nonprofit organizations, especially Jewish organizations looking to fill higher executive positions. “We are certainly seeing a hiring rebound, especially during the last 18 months, in three specific areas of the Jewish nonprofit arena.”

“Nonprofits are looking to refill ‘frozen’ positions, they are making certain personnel changes to upgrade staffs, and they are looking to staff some new initiatives that require professional leadership and expertise,” he told us.

He confirmed that the areas that are showing the most activity in the current job market require fundraising experience in major gift donor solicitation stewardship and people comfortable in on-line giving and social media … mirroring where many successful nonprofits are placing emphasis now. “Organizations today are seeking experienced and successful professionals, people who have specific expertise and skills and who are personable and articulate. Jewish agencies are following the same paths as other nonprofit organizations in this regard,” he reiterated.

While the marketplace has once again become reasonably competitive for experienced fundraisers, salary levels have not grown substantially. Current salaries for Jewish (and non-Jewish) development personnel are competitive and are of course higher for “more seasoned and experienced men and women,” even though more people are considering careers in development after having worked in the for-profit world.

Our recent review of development positions showed us a wide range of compensation, ranging from the $45-55,000 level to as high as $250,000 and higher for very seasoned development personnel. These levels have not changed markedly during the last ten years despite competition and levels of experience.

A recent published review of nonprofit salaries by The Forward focused primarily on senior executive compensation at Jewish nonprofits across the U.S., not on development positions specifically. However, because fundraising specialists are in more demand now and as a result of a competitive philanthropic world, Edell projects some upward adjustments of salaries, especially for organizations that are competing to recruit experienced, personable, and strong professionals. “This holds for vice-president positions down to development officers,” he said, but “not especially for lower level, starting positions.”

A wide spectrum of jobs in Jewish nonprofits across the globe is often announced on a popular websiteJewishJobs.com, which was started in 2001. Founder Benjamin M. Brown, of Austin, Texas, had intended to be a college professor and while going for an advanced degree he was looking for a position in the nonprofit Jewish community and there was no jobs web site at the time. Much later, he realized that there are “distinct cycles of ups and downs in hiring” that tend to be more impacted by the calendar than the economy. JewishJobs.com, which initially focused as a clearinghouse for a wide-ranging listing of postings for Hillels, JCC’s, and Jewish Federations, today carries hundreds of job openings at any given time, with “the second best level of the best paying jobs being for development openings,” he reports. Jobs listed on this website range from nonprofits seeking teachers, computer-knowledgeable expertise, researchers, and support personnel at all levels of expertise in the Jewish communal arena, but generally the organizations that turn to this resource seek personnel at levels lower than those who reach out to the executive search firms.

Even during the most severe period of the “Great Recession,” from 2008-2010, there were Jewish nonprofits that were hiring, although the length of time required to fill open positions was longer and more competitive than what we are seeing now, both Edell and Brown agreed. What we witness today, though, places even more pressure on the job seeker, where increasing numbers of candidates are attracted to each position, especially in major cities and for the largest nonprofits.

Our review of published openings currently available illustrates that hospitals and health care are paying the highest salaries for Jewish development personnel among key sectors of the nonprofit arena, with higher education close behind. Other observations about the current – rosier – job market seem consistent with criteria used for more than the last ten or 15 years:

  • nonprofits seek dynamic, curious and engaging people who know how to take initiative and how to cultivate donors;
  • people with a functional knowledge of finance and management are being sought for development positions;
  • career-minded men and women comfortable in the major gift and planned giving arenas are in short supply.

With the job market in flux today, we envision that nonprofits seeking development personnel may need to test different methods of attracting the best and most appropriate development staff, with a greater emphasis on word-of-mouth and networking than ever before. And the networking also holds for job seekers, too, many of whom have felt frozen in current positions where they may not have seen salary increases or promotions.

We talked recently with an experienced nonprofit executive in search of a new job since early January. She has held responsible positions in synagogues and at a national Jewish nonprofit; she wishes to expand her career by focusing on the fundraising profession but she is experiencing some difficulties finding “the right job.” “I have decided to be selective about my next position,” she explained, “and I certainly want to stay within the Jewish community and to use my years of experiences to impact on a dynamic organization.” She has scheduled interviews but during her 12-week job search, no firm offers have come her way . . . as yet. She is hopeful, trying to be flexible and optimistic, but meanwhile is leaving no stone unturned. “Networking is crucial and I am certain that I will ultimately secure a job that captures my skills and expertise!”

So goes the challenging search for jobs … from the employer’s perspective as well as from the view of the job seeker. All-in-all right now it’s probably back to a solid market for the best qualified candidates, though salaries are not escalating and where mid-sized and larger organizations are watching budgets but seeking outstanding personnel.

Social Media and Jewish Nonprofits: Missing in Action?

Reposted from eJewish Philanthropy – February 15, 2012

So much attention is focused today on technology and especially social media as a platform to inform, educate and organize. Not a day goes by without some mention of the dynamics of Facebook and Twitter, and even eJewish Philanthropy almost always includes citations about the power of technology for nonprofits. This has prompted us to conduct an unofficial survey of a number of Jewish nonprofits, investigating how they are utilizing social media and how it enables them to meet the demands that they and their leaders are facing. The picture is not entirely positive.

The bottom line, as summarized by Jim Gelles, of Membership Management Services, developer of MM2000, a synagogue software system used by more than 200 congregations: “most of the Jewish world seems frozen in the 20th century when it comes to being technologically advanced.”

The Third Annual Nonprofit Social Network Benchmark Report reported in 2011 that 92% of U.S. nonprofit organizations have a presence on one or more social networking websites. This does not come as a surprise. However, what shocked us is the alarmingly low rate of Jewish nonprofits that have embraced social media as viable communications and fundraising enabling opportunities.

In the last decade, online social networking has expanded beyond being used solely as a tool for individuals to connect to/with each other. Instead, nonprofits are transitioning to using Facebook and Twitter as ways for organizations to build a donor base and market themselves to supporters. In terms of driving and growing fundraising potential and results, social networking may well be the next frontier!

However, there is still a great deal to be learned about just how effective a tool Facebook and Twitter can be.

Our recent survey demonstrated a significant lack of human or dollar resources invested by Jewish groups into Facebook and Twitter. Very few synagogues even seem to have any presence on Facebook or Twitter, although they all have websites, many of which are reasonably interactive. Robyn Cimbol, director of development at New York City’s Temple Emanu-El, noted that her congregation was probably the first Jewish congregation to have a website but today they have no specific plans to foster Facebook or Twitter activities, citing other pressing priorities and no apparent demands from their 2,800 member households. “We have limited staff resources and capabilities for this,” she noted, “but we are gearing up ultimately to recognize social media as one communications opportunity,” she told us. She did emphasize that “a number of staff members do use Face Book … to communicate with specific constituents but it is not used Temple-wide.”

Facebook reports that 89% of 1.3 million U.S. nonprofit organizations boast a social networking presence, offering opportunities potentially for fundraising. However, fundraising on Facebook is still a “minority effort,” despite recent gains.

Some organizations are opting for a modified social media fundraising approach. According to Robert Strickler, the Donor Pages Product Manager at DonorPerfect Software, an increasing amount of non-profits is turning to what he calls a “donor driven” approach. His firm has developed Donor Pages, an online “friend to friend portal” where an organization recruits its supporters to set up a website where they can reach out to family, friends and colleagues and personally ask them to donate. A platform like Donor Pages would be especially useful for synagogues, he notes, where membership serves as a “viable community which could set up pages and fundraise within their own personal networks.”

“Using a page like this gives ownership to the online social fundraising experience,” says Strickler. “We find that this tends to be effective because it operates on a more personal level.” He added that DonorPerfect has over 200 clients, both large and small, using donor pages, and that some have raised millions of dollars through the system. However, of these, only about 10 or 12 are Jewish organizations, and he said they are not yet fully utilizing the program.”

Despite the lack of nonprofits actively fundraising using Facebook, some data speaks to how viable an option it is. According to this year’s Nonprofit Social Network Benchmark Report, four out of five nonprofit organizations find social networks a “valuable” fundraising option, yet they cannot exactly quantify why. This may be because only 9% of Facebook-using nonprofits measured a hard “return on investment” (i.e.: money raised or supporters recruited) for their social network usage. Therefore, estimates of fundraising successes via social media are hard to quantify.

Two organizations we contacted talked passionately about their experiences using social media. Avi Halzel, Head of the Denver Jewish Day School, noted that all of their events are publicized and communicated through Facebook, with a goal of reaching all of their audiences. “There is no real extra work for us,” he noted, because “we believe that this builds community and this is one of our key goals.” “While we cannot quantify income directly from our Facebook activities, we believe it’s working.”

“Our goal is one or two tweets and Facebook postings every day,” he added, “and we work hard to coordinate our messages accordingly.”

At Beth Tfiloh Congregation and Community Day School in Baltimore and its close to 1000 student PreSchool-12 day school, social media has become a high priority, especially to connect families and alumni with dynamic school activities. Mandi Miller, the director of development, predicts even much more significant attention to Facebook and Twitter in the coming months, especially as they look to their critical annual Spotlight Scholarship event in June. “For the past few years we have experimented with different ways to use Facebook and Twitter, recognizing that the major costs are staff time.”

Her acknowledging that devoting resources, especially of staff time, towards stewardship, maintenance and expansion of the online community and other outreach efforts, seem unacknowledged generally. Just like fundraising through direct mail, meetings or phone calls, the same rules of stewardship are just as critical. Most nonprofits have no specific budget for technology, including social networking, despite the fact that no organization can manage today without staying current with technology. Miller also points out that volunteers can serve as a very powerful resource to expand the organization’s use of social media.

The power of resources is evident in what the Nonprofit Social Network Benchmark Report calls Master Social Fundraisers, nonprofit organizations that have raised more than $100,000 on Facebook. Quite surprisingly, with 30% of these agencies having an annual budget of $1-5 million, they reported at least $100,000 received in financial support. Distinguishing this group of agencies is that they report they had two or more people on staff dedicated – at least part-time – to social networking.

Last week, the Jewish Futures Competition was announced by the Jewish Education Project and JESNA’s Lippman Kanfer Institute, in partnership with UJA Federation of New York. Perhaps some candidates for creative projects will be tempted by the $1,800 prize money to suggest dynamic ways that the Jewish community’s nonprofits can advance utilizing Facebook and Twitter arenas and thus capture more participation and dollars … perhaps even functioning on a par with non-Jewish nonprofits that seem to be light years ahead of them.