One of my mentors used to say, “Facebook likes are not a donor strategy.” And he was right.
Many nonprofits mistakenly equate social media activity with fundraising success. Likes, shares, and follows might feel good in the moment, but they don’t sustain your mission. Social media is a wasted opportunity without a clear path to turn those interactions into donors, and then into long-term investors.
At PNWF, we are not a social media firm. We are a fundraising and development firm that utilizes social media as one tool in a comprehensive donor development strategy.
Here’s how we approach it:
- Audience → Database Social media should never be the endpoint. It’s the front door. We move followers into your donor database, where real stewardship begins.
- Stewardship → Investment A $25 Give More 24! donor can become a $25,000 donor if someone nurtures the relationship. Social media is the spark, stewardship is the fire.
- ROI-Driven Campaigns: Our campaigns deliver a minimum 3:1 return on investment, often achieving much higher returns when grants and matching gifts are factored in. That’s not “likes,” that’s lasting impact.
- Inspiration vs. Information Too often, nonprofit communications lean heavily on information. But donors don’t invest in information; they invest in inspiration. Our work shifts the balance, telling stories that move people to give their time, talent, and treasure.
The GM24! campaign proved this model: PNWF delivered over a 4:1 ROI for our partners because we didn’t just post content, we built a strategy that engaged audiences, invited giving, and set the stage for long-term donor relationships.
If your nonprofit’s social media firm can’t show you how its work directly impacts donor engagement, stewardship, and ROI, then it’s time to rethink the strategy.
Because at the end of the day, social media isn’t about likes. It’s about legacy.