Fundraising via social media may not be a priority for all churches and nonprofits, but social media managers from 400 of the top charities in the U.S. say it works.
Various studies like the one conducted by InkHouse and Global Market Insite have shown that requests for donations bring a low level of interest among Facebook users. While Facebook is huge, it’s still just one social networking option among many.
What They’re Using
Among nonprofits, YouTube (97%), Facebook (92%), Twitter (86%), and Pinterest (82%) lead the charge. Generating awareness (81%) is the primary goal, with soliciting donations (40%) lagging behind.
Top priority or not, 72% of charities reported that social media is effective for fundraising.
What It Means
The participants in the study make up the Philanthropy 400 list from 2013–charities that received the most donations and are seen to be the most appealing to donors. The list includes a wide range of organizations including large charities and smaller cause- and faith-based groups.
These groups are dominating the nonprofit social media landscape. If your organization isn’t using these same tools, it’s safe to say you can expect to lose out on critical fundraising opportunities.
Donors are increasingly turning to social media as a means of learning about issues and showing their affinity for causes. Organizations that provide engaging content and interactions with donors will get these donations. Those that don’t … won’t.
Fundraising for Churches
Previously we posted a set of free social media starters for churches. Feel free to use these posts on Twitter, Facebook, or anywhere else to ask for donations via Givelify, or let them help you brainstorm your own ideas.
Also included are links to resources to help you properly plan and execute your social media efforts. Hopefully these will give your church or nonprofit the push it needs to get out there and make stewardship happen.