Did you know that social media ranks as the second most popular way that donors give to their favorite causes? Like Facebook birthday fundraisers, social media fundraisers make it fun for people to discover new causes and share their passion and support. Here are three ways in which you can tap into the power of social networking as a fundraising channel.
Platform-Native Fundraising
Many platforms have built-in fundraising systems. Consider the ubiquitous Facebook birthday fundraiser. This platform-native fundraising method makes it simple for individuals to set up a fundraiser for their birthday. They simply select the name of an organization from a list of possible organizations or search for yours, then set a goal. Facebook provides the posts and collects the money, forwarding it to the charity. It’s a win-win.
To get your organization into the list for Facebook fundraisers, visit the Meta for Government page. It’s a simple process, but it can take several weeks, depending on how quickly Meta processes your application. This tool is only available to nonprofits in the United States, Canada, and Australia.
Bonus: Because Instagram is also owned by Meta, it also features a platform-native fundraising app. Users can create fundraisers directly from reels, stories, and livestreams.
Social Media Ambassadors
Have you heard of the term “influencer”? These are people, especially bloggers or other content creators, who have developed a loyal following around a specific niche topic. It might be fashion, or arts and culture, politics, or technology, but these influencers have the interaction and scale that enables brands to reach more people on social media through influencer marketing.
The same can hold true for nonprofit ambassadors. Think of ambassadors as your most loyal fans. These are people who have a large, loyal following on social media and are already involved in some way with your organization.
To build an ambassador social media fundraising event, identify the most promising ambassadors from among your supporters. You may need time to scan through your donor list and compare the names to publicly available social media profiles, but don’t skip this step— it’s critical for a good program.
Next, reach out to each person individually. Describe what you’d like to accomplish. Start by sharing with them the impact they can make if they participate. Then, make it simple for them to say “yes” by providing an outline of the event. Explain the goals and provide a timeline. Then, provide branded resources—logos, text, and your own images—that they can use in the campaign. Some organizations create a simple, shareable folder on Dropbox or Google Drive to share assets with ambassadors. When the campaign is launched, provide ongoing support. And of course, when the campaign is finished, thank the ambassador. Thank them personally and publicly. It’s a great way to expand your reach and fundraising efforts on social media.
Encourage DIY Fundraising, Too
Everyone can make a difference! DIY fundraisers are like ambassador programs, but your organization does not need to identify the individuals. Think of it like people raising their hands and saying, “Yes, I’ll help!” Provide your DIY fundraisers with information like the package you put together for the ambassadors.
Some DIY fundraisers also get creative and launch hybrid fundraising campaigns. These are in-person and online events. They may accept donations both in-person and online. Many local business owners are willing to support nonprofits through their brick-and-mortar stores and on social media.
Get Creative
This is only a small sample of social media fundraising. Giving Tuesday, an event after Black Friday during the holiday season, may lend itself to special social media campaigns. TikTok and YouTube challenges inspired people nationwide with the ‘Ice Bucket Challenge’ in 2014, an example of a viral event that generated national exposure and donations to ALS charities. Such creative fundraising campaigns encourage, inspire, and motivate people to rally behind a cause. The power of social media means that positive giving can be shared widely.
Welter Consulting
Welter Consulting bridges people and technology together for effective solutions for nonprofit organizations. We offer software and services that can help you with your accounting needs. Please contact us for more information.
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