I find this all very interesting, because I think there are actually more similarities than differences between good social media communications and good fundraising communications. Here are three examples:
Both Are Best When Personal.
It's hard to be successful as a faceless organization in social media. You'll have more success if you let your staff show some personality online (easier) or establish a real personality (aka brand) for your nonprofit (harder). Likewise, the old fundraising maxim says people give money to other people, not to organizations. Major gifts fundraisers are all about really getting to know their donors as individuals so they can make their communications highly personal.
Both Are Best When Timely.
Social media is always on, just like cable news. That doesn't mean you have to be there 24/7, but it does require that when you are there, you are talking about the here and now and the fairly near future. Fundraisers also know the power of genuinely urgent needs and deadlines to motivate donors to give.
Both Are Best When Filled with Gratitude.
It's polite, and when you are courteous, people like you more. It's that simple. There are lots of ways to show gratitude beyond a direct "Thank You" although those are always good too. In social media, retweet or click the Like button. When someone does or says something nice, return the favor. In fundraising, give your donors credit for the good things their contributions bring about. Tell them stories about the people whose lives they've changed.
by Kivi Leroux Miller