Just read an interesting article from Fast Company on how non-profits are using Twitter to raise funds. Most notably the organizations that are Tweeting didn’t intend it to be a fund raising activity but rather a chance to interact and communicate with their audiences. However; it comes at no surprise that this type of real-time communication drives contributions and giving.

Let’s look at the traditional model of fund raising for a non-profit. The yearly drives, the direct mail detailing desperate financial woes, give now or we go under. As a contributor to several non-profits it always irks me when I have no clue what is being done with the green backs. Especially the smaller non-profits. This might sound judgmental, rude, or selfish but the point I’m driving at is we all give to movements and causes that we are passionate about. But if I don’t know what’s going on, how do we keep the passion.

Non-profits are quickly learning that the best way to raise funds is to make it personal and timely. Let us know what’s going on. What is happening. Where do you need help today. It’s that personal timely connection that brings us into the field. We can see, taste and smell the village of an impoverished child, the cold of the homeless family, the despair of refugees. Give us that and we will be engaged. You’ll barely have to ask and our checkbooks will open. Just point us in the right direction.

For profits should take note. Make it real, timely and informative. Empathize with us or get us involved. Its all about relationships and trust. You’ll barely need to ask for the sale.