Providing the Wow Factor

by Cynthia Price
Director of Communications

Change agent Seth Godin had an interesting post yesterday about the search for wow in our culture. On the one hand, the social media platforms open doors for creativity for anyone and everyone.

The downside, though, is that it can be distracting and a time waster, he says.

And that’s what we wrestle with here at ChildFund as we engage with our supporters and prospects. We know your time is precious. So how do we give you what you want without wasting your time?

We limit our posts on Facebook to about once a day. More than two, and we know the multiple messages and stories will get lost among all of the other updates you receive. We tweet a few times a day when we have something to say. But if we aren’t adding to the conversation or starting a conversation, we don’t tweet. We don’t want to simply be noise.

We’ve adjusted our thinking, too. We’d love to have thousands (OK, hundreds of thousands) of followers and fans. But if all of those thousands are doing nothing, then what have we achieved?

Seth writes in his post: “Should a charity focus on instant donations by texting from a million people or is it better to seek dedicated attention and support from a few who understand the mission and are there for the long haul?”

And that’s where ChildFund is at this moment. We would rather have 5,000 fans or followers who are engaged with us. We want to hear about your experience as a sponsor. We want to know how you are helping to change a childhood through your support. We want to hear and see what you did on a Study Tour. We want you to inspire others.

So, while we care about the clicks and the numbers, we care more about the person – you, and how we are engaging with you.

How are we doing?

3 responses to “Providing the Wow Factor

  1. Hi Cynthia,

    I write proposals for ChildFund on a freelance basis, so clearly I’m not unbiased, but I think the less is more strategy is definitely working. I’ve joined and then ‘hidden’ so many various publications and organizations because they were sending 2-3 pieces per day if not more. I think most people that join an organization want to be updated but not inundated and are balancing their comittment with other engagements and responsibilities.

    I also tend to enjoy the ‘personal narrative’ angle of pieces that use one person’s experience to speak to a larger concern or issue. It’s a little easier to grab onto in a Facebook format than a theoretical policy piece; if we assume that members are also subscribing to other organizations, publications, think tanks etc. on their ‘feed,’ (not the mention reading the articles that other friends may be linking to) it’s nice to have something provides a different type of read than a traditional article or personal blog if possible. I think the ChildFund pieces strike a nice balance.

  2. Thanks Priya! Our community manager is Virginia Sowers, and she is doing a terrific job. It also helps that we have great supporters who are passionate about our mission.

    Look forward to catching up with you soon.

  3. Priya Ramesh


    As a sponsor and as someone who was part of your social media strategy last year, I think ChildFund International is doing a great job on Twitter. Your tweets are informative and like you said, while having 1000’s of followers makes your profile page look great, at the end of day what matters is to have followers who care about ChildFund’s mission. Your blog post is right on and pretty much captures some of the golden rules of Twitter ( ) as shared by @ShelIsrael, author of Twitterville. Great job Cynthia on taking ChildFund International truly social!