# Help! Is new media worth investing in?

- Link: https://fundraising.co.uk/2007/08/29/help-new-media-worth-investing/
- Published: 2007-08-29T21:09:20+01:00
- Author: Howard Lake

I’m chairing the [Institute of Fundraising’s New Media Conference](http://www.institute-of-fundraising.org.uk/events/nationalconventionandconferences/conferences/newmediafundraisingconference/programme)
on September 26th for the second time, and also jointly hosting the pre-lunch debate
with [Ariel Spigelman](http://www.nfpsynergy.net/thenfpsynergyteam/arielspigelman)
of nfpSynergy.

The topic is "Is new media worth investing in?" Of course, we all shout a resounding
yes. But do we secretly mean something else…? Do we mean we can’t avoid having to
invest in it? To keep up with the Jones’, because it’s a sign of the times, because
using the Internet at work has made our jobs more interesting, because we’re paid
a salary to.

## Advertisement

I’m playing devil’s advocate but at the same time I’ve got some serious concerns
about how, what and why charities may be investing in new media. And a lot of them
are born out by research… as I’ll try to show on the day. I’m worried charities 
aren’t finding new audiences online, I’m freaked that most of them by their own 
admission can’t measure the effectiveness of their web presence or separate online
voluntary income from other sources. I feel many are more into gadgetry than goals,
and content than communication. And I’m most perturbed by the fact that most of 
the top dogs within charities haven’t a clue what’s going on in their web teams,
because the whole activity is unaccountable, or unaccounted for, and because they
don’t understand IT and lump digital with it.

Help!!!! I wouldn’t be so het up if there wasn’t a reasonable body of research (
nfpSynergy, CAF, iConcertina, e-Consultancy, WCIT…) demonstrating how charities (
the many rather than the few) are missing so many boats when it comes to really 
exploiting new channels to market. The charities I have worked with or work with
now are finding or a short way along the right path so it’s a little too early to
use their return on investment, or engagement.

So will someone out there pleease tell me your reasons why new media really is worth
investing in? And can you back your argument? You don’t need to have hard data, 
qualitative measures are great. And if I have your permission, I’ll gladly use your
example to infuse the audience with fresh hope and vision.

 * **[DonorsChoose.org – it does what it says on the tin (and it's fantastic!)](https://fundraising.co.uk/2007/09/12/donorschooseorg-it-does-what-it-says-tin-and-it039s-fantastic/)**(
   12 September 2007)
 * **[Jeans for Genes goes for Google Maps mashup to support its annual fundraising appeal](https://fundraising.co.uk/2007/09/16/jeans-genes-goes-google-maps-mashup-support-its-annual-fundraising-appeal/)**(
   16 September 2007)
 * **[In need of online fundraising inspiration?](https://fundraising.co.uk/2007/09/20/need-online-fundraising-inspiration/)**(
   20 September 2007)