Commitment
23 Dec 2010
Digital is so risky isn’t it. Doing something new, something that might not work. It’s not a big proportion of the marketing or fundraising budget, but it’s thousands of pounds of supporter’s donations, so should we dip a toe in the water first?
In some areas we can, and responsibly we must – paid search is classic here – try it with a free trial (don’t forget to cost the time you spend), then try it with £50, then £500, you can incrementally prove that it works as a successful fundraising tool (if you can’t, whatever the reason, then STOP!)
In some areas we can’t. A social network presence has to have a certain weight to be credible, a twitter presence that doesn’t tweet won’t trend, and a personal relationship has to be with people, not a marketing department “persona”, and that takes commitment. So time to do some homework, and head out into 2011 with a strategic approach to digital?
Here’s wishing you a merry Christmas, and a strategic new year.
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