DIGITAL CONNECTIONS: DONOR TO MISSION TINA HASSELBUSCH, SOCIAL T MARKETING & PR As we reach new pandemic milestones, it's clear that Covid-19 impacted almost everything. From new vocabulary to fashionable face masks, it's touched every aspect of life, especially how we communicate, interact and do business digitally. What's suitable (or not) on social media has shifted dramatically. One hard truth we learned this year is that, in order to reunite safely, vaccines or social distancing are a reality. The "new normal" altered digital interactions, as social media platforms and virtual experiences, morphed into social lifelines, a way to gather and amass information about a global crisis that upended life as we knew it. More than ever, social media serves as a vital source of information, public influence, marketing, and a fountain of support. Twitter now notably behaves as a real-time news source with fact-checkers at the ready. The written online word holds more power than ever before, and almost every business, regardless of industry, is hardpressed to deny the value of a single tweet. To remain relevant, nonprofits quickly embraced the growing significance of digital marketing as an essential resource for success. 44
NETWORK MAGAZINE™
With sudden closures and unemployment skyrocketing during the pandemic, traditional nonprofit funds began drying up. By the end of 2020, the top three concerns for generating organizational revenue dried up: fundraising events, funders or corporate partners, and grants/contracts with government agencies (Nonprofit Leadership Center). Digital marketing and social media transformed from a nonprofit nice-to-have to an irreplaceable form of engagement, enabling organizations to swap in virtual events and network with potential donors at limited to no cost. The tools available that measure digital performance and offer actionable data is a natural appeal for the industry. For many of Social T's clients, the transition from traditional and print marketing occurred swiftly to reduce costs and continue to reach as many audiences as possible. Over time, growth presented itself in followings and impressions, and in less than oneyear nonprofit clients significantly increased engagement across their platforms. The organizations we support reported a direct correlation between social media posts, digital communication, and essential donations that helped keep doors open. MyNetworkMag.com