24 Dec 2012 2 Comments
According to an infographic published by MGD Advertising, social giving is increasing. Here is a summary of their key findings:
Social giving is increasing. In the last five years, raising money through social media has doubled. Meanwhile, social media donations have grown this year to an average of $59 per donation compared with $55 last year. Individual contributions to nonprofits were the most common form of donation, making up 33% while event fundraising accounted for 20% and cause-oriented fundraising made up 17%.
Nonprofits are more social media friendly. There has been a marked increase of nonprofits joining social media sites like Facebook and Twitter. In fact, 98% of nonprofits surveyed by MDG Advertising reported that they are on Facebook and 74% are on Twitter. YouTube rounds out the top three with 66% saying they have a presence on the site.
Twitter as a catalyst. The average total online donation to an organization with a Twitter account for 2012 was $225.90. Organizations without Twitter only raised $22.97.
#GivingTuesday was a factor. #GivingTuesday was an online event. In fact, it was the first social media guided fundraising day. The average amount donated online on #GivingTuesday was $101.60 compared with an average contribution of $62 on any other day.
Since these trends show no sign of stopping, it’s time to start focusing some attention toward a social giving strategy. Here are a couple of ways to get you started.
Benchmark your progress. How many likes and follows have you accumulated this year on Facebook and Twitter? What were you posting that caused more to like or follow you? Did you engage your followers? Once you determine the answers to these questions, it’s time to start implementing the tactics that worked and build on that momentum by reaching out to your fans.
Communicate your needs and progress. Your fans and followers liked or followed your page because they want to know what’s going on with your organization. Share what your needs are and report on your progress. Make it personal and specific. The more compelling the story or need, the more likely they will repost and retweet your posts to their friends.
For more help with your social giving strategy, download our free Guide to Sharing your Fundraising Page with Social Media.
Photo Courtesy of StockMonkeys.com