This column begins a monthly series contributed by members of the FLA Group.

Many if not most of the fundraisers I know are scrambling in what I call ‘technique frenzy’ again. By that I mean that we’re off chasing some magic bullet that’s just come onto the scene – hoping against hope that it will solve problems like attracting new donors, renewing old donors or convincing existing donors to give more.

Today’s technique frenzy, from what I can see, is almost all e-related. We had a client a few years ago who decisively declared, “By this time next year, I want all our donations to come in online.” This client had a robust direct mail program, which meant that three-quarters of their donors were age 65 or older. Given that the majority of this age group doesn’t even use email, this was a pretty unrealistic idea. Yet, he was swept up by the latest idea.

Today’s hot fundraising topic is social media. Charities everywhere are rushing to set up on Facebook, MySpace and to open Twitter accounts. There’s this hope that getting onto Facebook will bring young new donors rushing in with cash bursting from their wallets. This temptation is understandable.

As I write this, the response to the Haiti earthquake – the worst to hit the Americas in decades – is at its peak. Online donations are pouring in to agencies who are offering relief to the displaced. This response is all over the news (as it well should be).

Cows, cows – so what?

One of my favourite authors is marketing maven Seth Godin. I discovered Seth by reading his book Purple Cow. He opens the book by talking about a driving vacation he and his family took in France. As they began touring the countryside, they were all struck by the beautiful landscape and the pastures of gentle, lovely cows grazing contentedly.

Then, in his own words, “… within twenty minutes, we started ignoring the cows. The new cows were just like the old cows, and what was once amazing was now common. Worse than common. It was boring. A purple cow, though. Now that would be interesting.”

Permit me to stay with the metaphor. To the typical donor, your organization is a cow in the middle of the pasture, surrounded by a whole lot of other cows (more than 80,000 cows in fact). You may think you’re outstanding, but does the donor think so? To be really honest, my guess is no.

Let’s get back to the Haiti disaster. It’s a purple cow. It stands out. It’s being noticed – and responded to – big time. Everybody knows about the earthquake. People are going online to give and texting quick gifts on their mobile phones. E-giving to this urgent need is phenomenal – digital philanthropy at its finest.

Purple cow is the only one they’ll listen to

Now, let’s get back to you. No doubt there are people in your office clamoring to broaden your online presence – to use social media – to get with the times. All this is well and good. But, the question remains, once you’re online, what are you going to say? And more important, will anyone listen?

I’m fortunate to know some really great online experts – both from our sector and from outside it. They all agree that one of their clients’ biggest challenges is content. The online experts can put messages out in all the digital formats available – but the charity needs to provide compelling content! This is the challenge we’re not talking about yet. As Seth Godin says, in today’s world you’re either remarkable or you’re boring. I’m sure we all agree that remarkable is the preferred choice between the two.

So here’s this month’s tip: Before you spend a lot of time and money broadening your online presence, make REALLY sure that what you have to say stands out. It’s either going to be a purple cow or it’s going to be background noise that donors and prospects ignore.

Purple Cow by Seth Godin (2002) is published by Penguin Group. To subscribe to Seth Godin’s blog go to www.sethgodin.com.