Many continue to be fixated at the archetypal depiction of philanthropy: gala benefits, grand family foundations, PBS underwriters … The philanthropic tradition is so associated with these high-end social events that it has become almost synonymous to a “wall-paneled boardroom.”
Times are changing, however, and so is philanthropy.
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| Image Source: globalgiving.org |
In recent years, the use of social media spread like wildfire across the population. As of October 2012, over 1 billion have been active users of Facebook, currently the world’s largest social media network. The USA alone comprises a large chunk of the number, with over 168 million active users as of January 2013. With this large number of people socializing online, philanthropists, such as Alex von Furstenberg and Marguerite Hoffman, will have to do more than send snail mail and make phone calls to connect with the people who are willing to help out in their causes.
Richard McPherson, chief innovator of Next Generation Fundraising, a Philadelphia-based consulting service, deems that social media has “become essential,” further stating that “no one can afford NOT to” use social media in their charitable efforts.
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| Image Source: philanthropy.com |
Because conservatives may find it easy to stereotype social media activity into those which McPherson calls “all that big, popular Lady Gaga-type stuff,” some may overlook its real worth in trying to bring serious causes to the attention of donors.
“People expect to see videos of work they support,” he says. “Once you have a new way to connect and tools to do it, that’s a powerful combination.”
With this inexorable development, philanthropy may need to abandon its elitist image in favor of a more community-oriented approach. Looks like for most of these organizations, Facebook is the way to go … and rightfully so.
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| Image Source: guardian.co.uk |
This Google+ page for businessman-philanthropist Alex von Furstenberg has updates on his charitable endeavors.
