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Special Interview with Lisa Sargent of Sargent Communications: Pt 2

Special Interview with Lisa Sargent of Sargent Communications: Pt 2

DC: Six years ago, social media was picking up a head of steam in our culture, but non-profits were still getting on the train; SM communications were often “siloed”. You spoke about the perception among non-profit professionals of “fragile followers”. How has this changed or how is it changing? And do you have a personal feeling about the future of SM for non-profits?
LISA: Before we talk social media, if you’re interested in digital channels with fundraising clout, think email. Direct mail still trumps it, and email’s overall donation response rate is only 0.07%, on average, but according to M+R’s 2016 Benchmarks Study3, more than a third (34%) of all online revenue for the top 25 nonprofits [in its study] can be tracked directly to an email appeal. And for the remainder of its study participants, the average is 27%. List churn – or the “fragility” of followers, if you will – remains an issue, just as it does for direct mail. Attrition is a fact of life: the goal is to minimize it, across whatever channel you’re working … and that holds true for social media too: if your feed is boring or “we-focused,” you won’t have many followers for long. Silos, too, remain an issue across every channel, and are still just as damaging to overall quality and consistency of messaging, and eventually, results. As M+R’s study put it so beautifully: “Our job is not to block the exits; ours is to throw the doors open and welcome people in.” Read more ›