The Facts On Social Media and Fundraising

Social media is one of the many valuable tools available to your organization when it comes to multi-channel fundraising.

Why is Social Media so valuable?

According to the Pew Research Center, 69% of adults are currently on Facebook. Of those, 74% visit the site at least once a day.

YouTube is the second most used search engine in the world behind Google.

Data aggregated by M+R indicates that for every 1,000 email subscribers, nonprofits have an average of 496 Facebook fans, 221 Twitter followers, and 83 Instagram followers.

A broad range of organizations are finding that donors who give through multiple channels give more than single-channel donors.

How can your organization use Social Media?

1)    Create complementary content to support your direct mail and email campaigns. Are you featuring a student? Post an interview or profile of them (with their permission) on your YouTube channel and include that link in your follow up email. Are you highlighting your food pantry? Create a video showcasing the facility, its volunteers, and clientele. Allow your donors and potential donors to see and hear your cause via another medium. And if your YouTube channel meets the criteria for YouTube Giving, be sure to embed a “donate now” link in the video.

2)    Host a Facebook or Instagram Live Q&A. This is a great way to engage your stakeholders and potential donors in your organization. Allow them to see and hear how their support is making a difference. Having your CEO engage with your donors in this way is an invaluable touchpoint that most organizations don’t take full advantage of.

3)    Follow up with your donors for little or no additional cost. Are you approaching the deadline for your matching gift or year-end campaign? A tweet, Facebook Group message, or an Instagram post is an easy and effective reminder to your followers and donors.

In all these cases, make sure you use unique URLs to help track which channels are most effective in communicating with your donors. You may find that a 30-second Instagram is more valuable than a 3 minute YouTube video – or vice versa. Either way, you’ll know where to spend your time, money, and resources for maximum effectiveness.

If you’re ready to take the next steps in increasing your multi-channel presence, please contact Meyer Partners at info@meyerpartners.com. Our team is ready to help.