Not that long ago, I recall sitting in debates over how nonprofits with ‘strong’ brands to ‘protect’ should behave in the face of online tools that ‘threatened’ the ability of HQ to control the use of their brands.

A typical example would be the ‘horror’ of an activist or donor using the nonprofit’s logo in a manner ‘unbecoming’ to the brand … or an inflammatory image or a potentially defamatory comment, perhaps about a prominent elected official. Or, setting off a nationwide wave of ‘Meet-ups’ with no way of controlling the agenda of some ‘rogue’ activist.

Much handwringing occurred at such meetings.

Fortunately, so much handwringing that before long the self-empowerment tools and technology — the entire social media universe — escalated to the point where ‘control’ was totally inconceivable and impractical … and further handwringing was fruitless.

So, nonprofits had to bite their institutional lips, ride the tide and hope for the best. Quickly, everyone discovered that ‘peer-to-peer’ fundraising wasn’t a bad thing after all. And now most nonprofits have jumped on the DIY fundraising bandwagon.

Where we’re at now is nicely summarized in this article — Homegrown Fundraisers  — recently published in the Chronicle of Philanthropy.

Heaps of great examples in this article — Movember, Smile Train, Alzheimer’s Assn, Water Mission, World Vision, Susan G Komen — with tips on how to successfully nurture DIY fundraising.

One set of stats caught my eye: 48 percent of Smile Train’s DIY organizers are millennials, and 33 percent are from Generation X.

Anyone thinking long term about their fundraising toolkit had better be making space for DIY fundraising.

That said, to me the challenge is fully capturing the giving potential of donors who respond to DIY campaigns. As John Overy, director of digital marketing for World Vision, characterizes the mindset of such donors: “I’m helping a friend. I’m helping a cause. I’m not giving out of motivation to help the charity.”

What has your DIY experience been … and have you succeeded in ‘bonding’ with the once-removed responders to DIY campaigns?

Tom