Charitable Giving, Social Media and Stickiness
Why is it that fundraisers can’t write a note, or pick up the phone and just say what’s on their minds?
Why do they have to float it out there, like smoke, or a bad itch, on Facebook or Twitter?
It brings to mind a lesson from long ago.
As a kid of 10 years old, in my town, ice and skates were intended for hockey. You know you live in a hockey town when the church tells you to leave your skates and gear in the vestibule before coming into the Lord’s house.
Anyway. I didn’t play hockey. I was in the figure skating club which was a popular girls’ sport. Not so much for boys, but there you have it.
Every year our figure skating club hosted an ice carnival. This is a 2-hour show where the whole town comes to watch this costume extravaganza on ice, down at the rink. Little squads of 7-year-old Sugar Plum Fairies skoot out in a circle and pirouette. Flocks of Skunks wobble on tiny skates across the ice while the town band plays “The Baby Elephant Walk”.
The senior girls kick line does a bouncy number to a Gypsy tune and the crowds roar their appreciation. The whole time the blue and the red lines plus 5 face off spots map the ice for us.
The crowds are there because they bought tickets. $3.00 for an adult, $1.00 per child.
Those tickets are sold because we figure skaters were told to go sell the tickets. Which brings me to the current point in a round about way. I hated selling tickets…scary and embarrassing, knocking on doors, asking people to hand over money for a non-hockey event on ice.
This was an annual debate between me and my parents:
“Why do I have to sell tickets? Why can’t people just go to the booth and get them?”
“Because you need to learn to ask .”
“What do you mean?”
“Son, you need to learn to ask people face-to-face for things that you need. We need to sell those tickets. It’s for the figure skating club. Most important, the audience wants to know who they are giving their money to. This is business. You are the connection. So get out there, and ask them to buy the tickets. Now.”
Today, with the power and saturation of the internet we can sell anything we want online. More significantly, we don’t have to ask, beg, beseech, or grovel before anyone particularly. It’s a non-contact vocation. We can just float an open invitation out there, and see who bites on it.
Skywriting comes to mind.
If our follower numbers are big enough, we might get all we need without a repeat advertisement. If not, the public plea is repeated, with urgency, and perhaps a shade of disappointment hidden between the lines.
The shame of this online power is that there is no need to commit, or worse yet, make a plea or promise in return to any one. Just as bad, the buyer or donor doesn’t get any nod or recognition for rising to the occasion. If they’re lucky, the online gifting site says “Thanks– your receipt is being emailed.” And that’s about it.
So I am all for charitable giving. And any time someone just asks me, I am happy–no, delighted– to give. Charitable giving is a way for someone to participate and to help, and most importantly, the giver is thankful for being invited.
People sometimes wonder why there is so much fundraising mail. While those letters may be mass-produced, invariably they are still individualized, signed and thoughtful requests. They connect and stick. And that’s why they work.
So drop a line, or pick up the phone, and just ask.