Why Social Media is like a 3D Movie | npENGAGE

Why Social Media is like a 3D Movie

By on Jun 29, 2011 | NONPROFIT-FUNDRAISING

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Guest post by Steve MacLaughlin from the Nonprofit Trends blog.

3D movies have been around since the 1950s. In the 1980s, they made a big comeback and in recent years they’ve been all the rage in Hollywood. There was a period of time last year when every single movie action or kids movie was in 3D. And that trend has continued into this year’s summer movie season.

I’ve noticed a common thread happening: A bad movie in 3D is still a bad movie. Wearing a special pair of glasses doesn’t help bad acting, weak characters, and plot holes you can drive a truck through. Not to mention a complete lack of verisimilitude, but I digress.

Then I started thinking about all the things nonprofits have been doing with social media the past few years. All the buzz. All the blogs. All the consultants. All the conferences. All the noise. All the lost signals.

But here’s something not a lot of people are saying:

Social media is no substitute for an audience-focused website, compelling email campaigns, clockwork multichannel communication, and donor stewardship that drives retention. Period.

Social media can help build relationships, reach constituents in new ways, and allow nonprofits to communicate in some very compelling ways. But it doesn’t mean you can ignore the other really important things. It’s not a shortcut.

A good 3D movie starts with having a good movie and then adds the 3D to enhance things. A good nonprofit starts with doing the fundamentals right and adds social media to enhance things.

ABOUT THE AUTHOR

Steve MacLaughlin is the Vice President of Data & Analytics at Blackbaud and bestselling author of Data Driven Nonprofits.

MacLaughlin has been featured as a fundraising and nonprofit expert in many mainstream publications, including The New York Times, The Washington Post, The Los Angeles Times, The Boston Globe, The Chronicle of Philanthropy, USA Today, The NonProfit Times, Bloomberg, and has appeared on NPR.

He is a frequent speaker at events including the Association of Fundraising Professionals (AFP), Association for Healthcare Philanthropy (AHP), American Marketing Association (AMA), Council for Advancement and Support of Education (CASE), Direct Marketing Fundraisers Association (DMFA), Giving Institute Summer Symposium, National Association of Independent School (NAIS), Nonprofit Technology Network (NTEN), Institute of Fundraising National Convention, Civil Society Conference, Resource Alliance’s Fundraising Online, and a keynote speaker at such events as the Crescendo Practical Planned Giving Conference.

Steve serves on the Nonprofit Technology Network (NTEN) Board of Directors and supports its focus on both the growth and professionalism of the nonprofit technology field as well as building knowledge and information sharing capacity throughout the sector.

He is a frequent blogger, published author of a chapter in the book People to People Fundraising: Social Networking and Web 2.0 for Charities, and is a co-editor of the book Internet Management for Nonprofits: Strategies, Tools & Trade Secrets. His latest book, Data Driven Nonprofits, became a bestseller in 2016.

Steve earned both his undergraduate degree and a Master of Science degree in Interactive Media from Indiana University.

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Why Social Media is like a 3D Movie

By on Jun 28, 2011 | NONPROFIT-FUNDRAISING

Tagged:  

3D movies have been around since the 1950s. In the 1980s, they made a big comeback and in recent years they’ve been all the rage in Hollywood. There was a period of time last year when every single movie action or kids movie was in 3D. And that trend has continued into this year’s summer movie season.

I’ve noticed a common thread happening: A bad movie in 3D is still a bad movie. Wearing a special pair of glasses doesn’t help bad acting, weak characters, and plot holes you can drive a truck through. Not to mention a complete lack of verisimilitude, but I digress.

Then I started thinking about all the things nonprofits have been doing with social media the past few years. All the buzz. All the blogs. All the consultants. All the conferences. All the noise. All the lost signals.

But here’s something not a lot of people are saying:

Social media is no substitute for an audience-focused website, compelling email campaigns, clockwork multichannel communication, and donor stewardship that drives retention. Period.

Social media can help build relationships, reach constituents in new ways, and allow nonprofits to communicate in some very compelling ways. But it doesn’t mean you can ignore the other really important things. It’s not a shortcut.

A good 3D movie starts with having a good movie and then adds the 3D to enhance things. A good nonprofit starts with doing the fundamentals right and adds social media to enhance things.

ABOUT THE AUTHOR

Steve MacLaughlin is the Vice President of Data & Analytics at Blackbaud and bestselling author of Data Driven Nonprofits.

MacLaughlin has been featured as a fundraising and nonprofit expert in many mainstream publications, including The New York Times, The Washington Post, The Los Angeles Times, The Boston Globe, The Chronicle of Philanthropy, USA Today, The NonProfit Times, Bloomberg, and has appeared on NPR.

He is a frequent speaker at events including the Association of Fundraising Professionals (AFP), Association for Healthcare Philanthropy (AHP), American Marketing Association (AMA), Council for Advancement and Support of Education (CASE), Direct Marketing Fundraisers Association (DMFA), Giving Institute Summer Symposium, National Association of Independent School (NAIS), Nonprofit Technology Network (NTEN), Institute of Fundraising National Convention, Civil Society Conference, Resource Alliance’s Fundraising Online, and a keynote speaker at such events as the Crescendo Practical Planned Giving Conference.

Steve serves on the Nonprofit Technology Network (NTEN) Board of Directors and supports its focus on both the growth and professionalism of the nonprofit technology field as well as building knowledge and information sharing capacity throughout the sector.

He is a frequent blogger, published author of a chapter in the book People to People Fundraising: Social Networking and Web 2.0 for Charities, and is a co-editor of the book Internet Management for Nonprofits: Strategies, Tools & Trade Secrets. His latest book, Data Driven Nonprofits, became a bestseller in 2016.

Steve earned both his undergraduate degree and a Master of Science degree in Interactive Media from Indiana University.

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