Charities Need Digital Influence
In the ever competitive world with thousands of charities all vying for press, government dollars and donations, influence could very well be the key to any success. Even established charities need to move deeper into the game of influence. Those who have delayed their entry, need to begin at the monitoring level and follow that by locating and connecting with relevant influencers.
The objective for all charities in the online world should be to focus their efforts. All the online media buys in the world could potentially not equal the value of an invested group of influencers.
A lot of charities tend to go the celebrity route, but this can be costly and for organizations that are in bootstrap mode they need to seek out influence. The goal needs to be to find those who can champion your cause and get them in your court. This is not a simple task but it is a vital one now and for the future.
Conversations that are relevant to your cause (even if your organization is not mentioned directly) are taking place every minute. Go through the process of getting in on the conversation, and find those whose opinion has a tendency to mobilize the opinions and actions of their networks. It seems the charities that have not jumped both feet first into influence, have presumably seen it as a daunting task. Some of the major charities (i.e. Red Cross) have had no reticence whatsoever.
Influence in the digital world is there for the taking, and can help move many of the movements that exist in our world. We have seen it several times before and we will see it many times over. Going this path will open a world of communications, marketing, donations and education that will prove worthwhile.
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