Fundraisers should make use of digital media rather than leave it to a separate digital communications team, delegates were told at this week’s Institute of Fundraising Scotland conference in Glasgow.
Digital consultant Steve Bridger advised charities to "ditch a meeting or two" and replace them with at least a few minutes each day spent using social networks, such as Twitter and Facebook. "Staff should feel confident to talk in social media about what your brand does," he said. "Tools like Twitter are perfect for keeping that relationship warm, so that when people do get that inheritance or whatever, you are there."
But Bridger said simply having a social media presence was not enough these days. Charities, he said, needed to ensure their content, such as videos and photos, was always shared in the most user-friendly way possible, such as on YouTube or Flickr. "You need to learn to lose some control over your brand in return for greater reach," he said.