Why fundraisers should read development blogs
I have a confession to make: Although I am a fundraiser/marketer/communicator I am also a development groupie. “A what?” you ask. Well… I spend my free time reading the books and blogs of development practitioners, some are experts. Which is why Linda Raftree’s recent post on “Why aid and development workers should be reading blogs” has compelled me to write this post; as the circle of beneficiaries is not limited to development workers alone.
Fundraisers: I know what you’re thinking “I have enough on my plate. Deadlines. Targets. Pressure. Emails… How can I squeeze this in?” I encourage you to make time, even if it means shuffling your facebook time to blogs. It will make you better at your job. Here’s why:
You will better understand your “Product”
Every good marketer understands that to best promote your product you need to understand what you are selling. Although, I hate using these terms (it demeans and simplifies the work and people we partner with), development blogs can teach you an endless amount about your “product”. Eliminating poverty is not easy or fast. It’s not something you will learn in a day/month/year. The context is ever-changing, complex and unpredictable. There is significant theory, applications/case studies to learn from and similar to social media, you need to follow the experts and trends to stay relevant. Even though I have been mentored by aid veterans for years, I learn something new every day that compels me to re-think what I am doing and challenges me.
At World Vision Australia, new staff complete a class entitled “Why is that child poor?” an overview of poverty alleviation through lessons from aid and development experts. It’s an excellent course, but in two days the quantity of information can be overwhelming, especially to a novice. Reading development blogs is a natural extension to a course like this. You continually learn and process information that will help you to best understand your “product” and to keep your strategies relevant to the context you’re raising funds for.
Donors want more
Those compelled to truly make a difference have (mostly) become apathetic to the elevator speech about “simple” solutions to poverty. Donors are hungry for more information and want to know where their dollar a day is going. I have daily conversations with donors on this topic. So far, we have only scratched the surface in explaining sustainable community development and disaster relief. Development blogs are a treasure chest of information that explain both. I saw this in action on the vlogger trip, where one of our info-hungry vloggers used these blogs to help answer complex questions and create compelling new ways of explaining community development. Additionally, our lack of explanations of the complexities of development have driven some donors away from community development (a “hand up”) and toward direct benefits (a “hand out”). Case in point: undesignated funds. Many donors are skeptical and resistant to give to this type of funding because it appears to lack accountability. Many INGOs have completely failed to explain the value, impact and flexibility of this type of funding. Instead, donors give elsewhere because they know exactly where their money is going rather than deciding where it can be used best. And why wouldn’t you!? Use development blogs to better understand the complexities of development. Then, use your marketing brilliance to share these insights with your info-hungry donors.
You’ll stay current in your own field
Many prominent development bloggers cross lines between community development and new media communications. They give commentary on a multitude of marketing campaigns, communication techniques, donor promises and emerging INGOs. I find it far easier to understand what my peers are doing via these blogs than through my own means. It was through these bloggers (and my brilliant boyfriend, a fellow development groupie) that I first heard of “1 million t-shirts” and of Save the Children’s “Lottery of Life” campaign. Even if you don’t agree with some of the commentary, it’s wonderful to have access to consolidated information on the latest marketing campaigns.
There are many more reasons, but these are my top three. If you want more, let me know. Linda’s post gives a long list of prominent bloggers, personally my “go tos” are:
A Humourless lot
Good Intentions Are Not Enough
Tales From The hood
Wait…What?
Wanderlust
WhyDev (Just found this one, great range of contributors and topics. So proud they are Aussie!)
Disclaimer: expect cynicism. These are not warm, fuzzy blogs. They are more critical toward fundraising efforts than they are praising. Personally, I believe this is because many of the campaigns they critique are ones that trivialize their work and the people they aim to help (“Viral” from Tales from the Hood alludes to this). That said, do not allow their critical stance to discourage you from engaging with the writers directly. I have found all bloggers to be approachable, considerate and affirming. Whenever I have had questions (even ones I thought were stupid) they have been an incredible resource and I value these relationships immensely.
Trackbacks
- Interesting articles and Posts – early December 2010 | Good Intentions Are Not Enough Interesting articles and Posts – early December 2010 | An honest conversation about the impact of aid
- What International-Aid Blogs Can Teach Fund Raisers - World View - The Chronicle of Philanthropy- Connecting the nonprofit world with news, jobs, and ideas
- Learning from aid and development blogs | Good Intentions Are Not Enough
Hey Shen – some great blogs you promo’d there – excited to add them to my Google Reader.
By the way, you have to get RSS for this page girl – easiest way for others to keep up!
Cheers Adam! Kara told me the same thing a while back and I keep forgetting. Look out for the ugly orange button above
So glad you will have a crack at reading these blogs, let me know which your fav is.
Good argument on why fundraisers should keep their reading broad; especially of blogs (and thanks for the plug and link!). Just a quick comment as I have already made a lengthy on on the Save the Children campaign (for which their are some well-thought comments, which are understanding of the position findraisers are in when trying to communicate their message to the public).
Sometimes the marketing is contracted out, as in the case of the Lottery of Life, which was designed by a Swedish-based firm. I think in these cases, the practices and values of marketing trump those of development and advocacy. The focus is on the brand (on the organisation), on its development, portrayal and image rather than the product. It is about raising awareness and building trust.
I know this is a little generalised and vague, but INGOs and the fundraising efforts that they need to sustain in a crowded market place have led them down this road. World Vision, Save the Children, Oxfam are brands. Most people have heard of them or been approached on the street by an advocate. Yet, little know exactly what they do, where they do it or how they do it. Do people want to know? The traditional media and model of fundraising is (maybe?) changing. Organisations are building brand awareness and find new and innovative ways to attract attention and funds, perhaps at the advice of marketing and PR firms.