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January 29, 2009
Giving 2.0 - What your givers say about you matters
Social Media is changing everything. But what does that mean? For most organizations, social media is returning the control of the message back to the individual. There was a time when companies, organizations, denominations had spokespeople (more affectionately known as "spinsters") who would make sure the consumer, audience, church member, etc. heard a crafted, polished message that they in turn will repeat and spread.
In case you've missed it...
THOSE DAYS ARE OVER!
In a Web 2.0 world, it's not what you are saying about yourself it's what others are saying about you. In a Giving 2.0 world, your givers are your "evangelists." These are the people who are the most committed to your plan and goals. Those who consistently support your organization or cause financially do so because they believe you reflect their values and goals. They become the army that is sending the message to all your prospective members/givers--NOT YOU.
Two important questions:
1. Do you know what they are saying via their words and actions?
2. Does what they are saying/doing match the message you'd like to send?
If you don't like what your givers are saying about you, if you think it's unfair and inconsistent with the message and image you want to project, trying to hijack the communication is futile. You must either: initiate change or change your givers.
What does that mean?
If the values of your givers are inconsistent with the values you consider to be important to your cause or organization, that means something has to change. It's time to re-evaluate your plan based on the conversation OTHERS are having about you. When you change your message, you may change your giving base. That is, if they're not willing to "go there" with you.
Who will tell the story of your church's ministry? Is that story accurate and consisent with your values, goals, mission statement, strategic plan, etc.?
Giving 2.0 means the control is in the hands of the giver.
(Just to clarify, the control has always been in the hands of the giver. Anything else has only been an illusion.)
Posted by bstroup at January 29, 2009 10:24 AM
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