Earlier this week I stumbled
across a fascinating infographic which mapped the impact of social media upon
charitable fundraising. Some of the most
remarkable figures were:
·
98% of non-profit organisations utilised
Facebook, 74% were on Twitter, and 66% used YouTube.
·
Online presence translates into massively
increased donations. Organisations which used Twitter raised more than 10 times
the amount of those that didn’t.
·
One Facebook like equates to around NZ$190 in
fundraising revenue.
·
And if people see that their friends on a social
media site have donated, 39% would donate as well.
Facebook has done a lot to
facilitate the giving of donations on its website, by allowing charities to
have a ‘Donate’ button.
The platforms for giving are
growing too. Think of crowd-funding sites such as GoFundMe or Givealittle (for
New Zealanders). These websites allow people and organisations to share their
story online and collect online donations. GoFundMe is the biggest crowd-funding
site in the world, and specialises in helping people cope with personal causes
and life-events. $25 million is raised each month by its users for a variety of
causes. Another crowd-funder, JustGiving has raised 2.6 billion since its
inception in 2000. That’s impressive.
I think all these trends speak
volumes about the viral nature of social media, and also the importance that
charities tap into these tools to maximise their fundraising. The best ways to
guarantee social media success are:
·
Come up with a detailed social media strategy
·
Make social media a priority – post high-quality
content regularly
·
And dedicating a position specifically to social
media
View the full 'Social Giving' infographic here. http://ow.ly/v0XJq
View the full 'Social Giving' infographic here. http://ow.ly/v0XJq
