All fundraisers should be able to use digital media rather than leave it to a separate digital communications team, delegates were told at this week’s Institute of Fundraising Scotland conference in Glasgow.
Digital consultant Steve Bridger said the move would take fundraisers out of their comfort zones, but improve their relationships with donors.
"The more we can break out of our silos, the more chance we have of remaining close to our donors and beneficiaries," said Bridger.
He advised charities to "ditch a meeting or two" and replace them with at least a few minutes each day spent using social networks, such as Twitter.
"Staff should feel confident to talk in social media about what your brand does," he said. "Tools like Twitter are perfect for keeping that relationship warm, so that when people do get that inheritance or whatever, you are there."
But Bridger said simply having a social media presence was not enough these days. Charities, he said, needed to ensure their content, such as videos and photos, was always shared in the most user-friendly way possible, such as on YouTube or Flickr.
"You need to learn to lose some control over your brand in return for greater reach," he said.