This week’s highlights all surround the debate over the efficacy (and “profitability”) of Facebook’s Causes application.
From the Washington Post…
To Nonprofits Seeking Cash, Facebook App Isn’t So Green
Kim Hart and Megan Greenwell discuss the disappointing financial results for the charity sector when it comes to Causes: “[...]just 185,000 members have ever contributed through the site, which sends credit card transactions on Facebook to the Bethesda-based Network for Good to distribute. The median gift through Causes is $25. The majority of Causes’ participants have received no donations through the site. “
From Beth’s Blog…
Hello, Washington Post: Dolllars Per Facebook Donor Is Not the Right Metric for Success
Beth Kanter offers a thorough rebuttal of the Post piece, point by point and with citations from numerous other bloggers and nonprofit leaders. Her theory boils down to this idea: “Facebook Causes is a friending tool, not a fundraising tool.”
From Katya’s Non-Profit Marketing Blog…
Why the Washington Post shouldn’t view Facebook as an ATM machine
Katya Andresen quotes Allison Fine on this topic: “Let’s reframe: what if Causes was judged by the number of people who know about a cause who didn’t know about it before; the number of people who increase their involvement with that cause by sharing information with friends about it, organizing an event, blogging and tweeting about it, and so on; the number of people who have self-organized an event for the cause.”
