How Nonprofits Drum Up Giving Through Social Media

Why nonprofits are using social media to raise money for their cause. Nine successful case studies of how they're fundraising using social networks. What challenges are up ahead for nonprofit organizations trying to get donations through Twitter or Facebook.

1. How Nonprofits
Drum Up Giving
Through Social Media

Raymund Flandez, Staff Writer
The Chronicle of Philanthropy

@raymundf23

2. 9 Case Studies
Successes
Challenges
Next Steps

3. e Why Your Nonprofit
Should Use Social
Networks to Raise
Money

e Define the Various
Social Networks

e Charity: Water

4. Grist
e Power Hour campaign
‘A mystery donor will give us
$1K if 20 ppl donate in 1hr. Any
amount!’
e Microfundraising trend
e Using powerbrokers
e Need for huge base

Grist @

@grist

P news organization that uses humor to interpret green
ental action. Tweets by social media manager, @Hanı

Seattle, WA - grist.org

5. Minnesota Public Radio

e Mobile-friendly donation
page | 00

e Ask why they support MPR MPR’ Minnesota Public Radio

e Share responses on ARE
Twitter, Facebook

e Testimonials get RT'ed,
used in ads

6. NAACP

e Going mobile

e Sharing viral images

e Tailoring messages
through microsites:
thisismyvote.org and <=
NAACPconnectorg © Fe rosa ar ae rg, nnn. Vorname

his legacy today. twitpic.com/dscfv2
Reply +4 Retweet % Favorite

7. The San Antonio Area
Foundation
Richmond Jewish
Foundation

e Twitter: free will-
preparation workshop
e Twitter: learn re: DAFs

Richmond dewishFndin)

@RJ_Foundation
RJFjs a primary, trusted & expert resource for planinedigiving
dowments ia. central VA. Weläte HOMaiO Create afUewish.LÁ
the Hirschler seminar. _

Richmond, VA - rifoundationiorg

8. Human Rights
Campaign

e Spur advocacy among charity
supporters

e Updating profile photos on
Facebook

e Those advocates are better
donors since they'll likely to
give again

9. Academic Success

Columbia University
Indiana University Alumni
Association

University of
Massachusetts

Skidmore College
Georgetown University

#ColumbiaGivingDay | #WhyIGive
a J234s6

10. Compassion
International
e What impact will my
contribution have?
e Used Twitter to tell story of a
young boy from Burkina Faso
e Raised $23,000 to fly the boy
to India for heart surgery

11. Broadway Cares/
Equity Fights Aids

e Used Instagram video in
year-end fundraising
appeal

e Enlisted Broadway
actors to help spread
word among fans

12. Urban Ministries of
Durham

e History of interactive:
PlaySpent.org;
NamesforChange.org

e Worked with pro-bono
agency

e $30 teddy bear; $1,750
walk-in freezer

13. e Those orgs that use social
networks to connect with
supporters regularly: up
40%

e Engage supporters on
social media with 50%
that’s not your content

e Discover more about your
donors, esp. major ones

14. e Predicting where
your supporters are
heading next

e Budgeting for
resources

e Tracking your
fundraising results

15. e Keep an eye on
Facebook’s Donate
button

e Don't underestimate
power of nostalgia to
connect with donors

e Use Instagram to
promote your campaign

16. Contact info:

raymund.flandez@
philanthropy.com
202-466-1047
@raymundf23