Pinterest is an online ‘pinboard’ where people can add ‘pins’ (images) of things that interest or inspire them, and catalogue them so they are easy to locate.

According to Joe Waters, a cause marketing blogger (selfishgiving.com), Pinterest is unique in new social media platforms because its early adopters are women aged 25-44, as opposed to much younger males. It is enough to make marketers’ pulses race because this female demographic comprises the “women and moms who make most of the household buying decisions”.

So what does that have to do with not-for-profit organisations? Well, for starters, the demographic is similar to that for charitable givers. In a NZ Herald article of 19 December 2011 entitled 'Why are men so mean? Christmas grinches revealed’ (sorry guys!), psychologist Barry Kirker says: "If the woman is in sole charge of the finances, it's more likely a higher percentage will go to charity. If she asks her husband about it, that percentage will go in a downwards direction. So if you're a charity calling for money, make sure you ask to speak to the woman."

Some may dispute that charitable giving follows gender lines, and in fact the article goes on to quote some contrary views. Even charitable giving among women tends to be from an older age group than Pinterest’s demographic. However, Waters and other ‘social media for not-for-profit’ commentators are saying the site is at least worthy for charities to watch (Pinterest is still in beta testing stage), and perhaps even use.

Waters gives some suggestions of how not-for-profits may do this. As a minimum, Waters says, participating will help an organisation’s SEO (search engine optimisation), raising their online profile higher. You should note, however, that Pinterest’s etiquette list dissuades users from blatant self-promotion – so be subtle!