I have bad news. Facebook Giving Fairies don’t exist.
There aren’t billions of people waiting to give you money through social media just because you put a donate tab on your profile. Just as with any other form of fundraising, you have to be smart, strategic, and even patient. The great news: it’s worth it!
A sage of social media fornonprofits and friend of HelpAttack!, Justin Ware at Benz Whaley Flessner, took the time to read Blackbaud’s 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report and passed along this gem of information in an recent article:
“Among the many findings in this study are the statistics that show a growing number of first-time donors are finding organizations through the Internet as opposed to direct mail. In fact, more donors made their first gifts online than via direct mail for every age group under 64 years old. The study also says online-acquired donors make much larger gifts than direct mail-acquired donors.”
Regardless of the tools and software you use to complement your social media fundraising, there are a few tips to keep in mind. When embarking on fundraising with social media, try implementing some of these ideas to make your campaign successful and stress free.
1. Set Realistic Goals If you have 2,500 Likes, you can ballpark around 5-10 donors for the first ask. Why? If you have around 2,500 followers, you’ll probably get 25 hits to the page to which you’re linking, and five or ten people finish the action (donate, like, etc.).
Here are some great goals for your Facebook Fundraising campaign: · Get 10 new donors · Learn who they are · Thank them personally · Stay in touch with them
2. Reward Participation FreeArts NYC ran a successful HelpAttack! campaign in January by offering two free round trip Jet Blue tickets to one lucky pledger. The result? Their conversion rate was 28 times better than the average for email fundraising.
Here are some ideas for rewarding participation: · “Like” for a chance to win… · Non-monetary gifts (feature your picture, story, idea, etc.) · Gifts from a corporate sponsor · Shout out from your celebrity ambassador
3. Leverage a Special Event Last year, the American Red Cross leveraged Red Cross Month (March) for a social media campaign. They raised money and awareness. You can do the same!
Here are some well-known and lesser known commemorations to celebrate: · Earth Day, Valentine’s Day, TV Turn-Off Week, Join Hands Day and more · Monthly health observances · …or create one! #oceangiving
4. Thank Donors Ask supporters for interesting and specific ways to help and then thank them right away on social media. It’s free and powerful. Provide inspiring stories about what donors are accomplishing with their giving.
Do you have any other tips? Please join the discussion and leave a comment below!