Social Media Reach

This morning John Murcott, CEO of Karma411 appeared as a guest on Image Talk Radio to discuss Karma411, social media channels, the power of user-generated content, and a different way for nonprofits to attach value to supporters with the show’s hosts Brian Cohen and Joann Dobrowlowski.

John began by talking about why he felt there was a need to create Karma411, saying that social media is becoming increasingly important for all organizations. “Traditionally they [nonprofits] focused their message on more formal channels like newsletters, their website, and collateral they print,” he said. “Now, more of the information that people get about these organizations is from informal channels, like Facebook and Twitter. Normally those interactions are a lot less formal, but they are a lot more credible.” The interactions John references are considered more credible because it has become apparent that people respond more favorably to something that a friend or colleague recommends. John added that in creating Karma411 he wanted to provide a channel with similar tools and features to that of Facebook, but focus the activity on raising awareness and money for causes.

Joann posed a question that has arisen in many conversations we have had with nonprofits; why should nonprofits look to new methods of fundraising, especially when they have used the same methods for years and have very limited budgets? John responded by saying that current fundraising channels are becoming less effective; government grants are more difficult to get, and it is becoming harder to raise money through traditional forms of outreach. In addition, there has been a cultural change – more and more people are looking for their friends’ opinions when they are buying something, whether it is a product, movie or a book. John believes that people take the same approach when they are looking to support a cause; people are more likely to support a cause if someone, like a friend or relative, asks them to do so.

“You need to energize a smal group or a kernal of supporters who care about your cause; let them share, let them post, let them tweet. Let them tell their friends about the cause and why it’s important to them, and then that starts a viral effect to their friends and their circle, and the network grows. You’re taking advantage of a social trend and applying it to causes. It’s a nice combination of a trend that’s very successful and a category of business that is finding it more and more difficult to raise money.”

One point that was brought up a significant amount of times throughout the interview was the strength of social media platforms and how all of the content created on these platforms is user-generated. Such platforms enable people to interact by sharing ideas and thoughts, and both companies and nonprofits can benefit from the passion, interest and content that their consumers and constituents add.

When asked about Karma411′s current projects, John informed Brian and Joann that Karma411 works with nonprofits directly, as well as with companies on projects that benefit nonprofits. For example, he said, Karma411 is currently working on a project with Major League Baseball where the site being built supports different cancer organizations. This project is an example of a company implementing cause-related marketing, which is something John says will only increase in the future because of its huge financial benefit to the company and the organization.

Towards the end of the conversation Brian asked John a question that perhaps might never have a concrete answer: how do you attach value to a supporter? The clearest way to value them, John said, is by how much money they donated the previous year. Moving forward, however, there is another type of person who could be just as valuable – a connector, such as someone who has a lot of Twitter followers.

“Who will be more important? Someone who donates $10,000, or someone who has 10,000 followers? That’s a difficult question  to answer, but to have 10,000 people listen to what you say, and if that person can say I really support that cause, I gave $10, would you do the same? That can have a very significant impact. Moving forward, nonprofits are not only going to be interested in people who can give a lot, but people who are very connected, very socially minded and influential in the blogosphere.”

Listen to the interview in its entirety here!