Leveraging Social Media for Fundraising

Social media has played a critical role in keeping us all connected--whether it is the real-time status updates we receive on Facebook or the continuous buzz generated by user comments on blogs. That connectivity has also jumped to the nonprofit world, where fundraising is undergoing a transformation.

Social networking sites have morphed beyond just keeping people informed about who broke up with who and have tried to adopt more socially conscious applications such as Facebook Causes. But, there is an important to question to ask--does this work? The Associated Press recently considered the effect of social media on nonprofits:

With millions of users worldwide, the sites would seem fertile ground for fundraising experiments — especially ones where users aren't asked to make direct contributions.

But it's far from certain that social networking will prove as effective as more traditional fundraising methods such as direct mail, telephone solicitation and even e-mails to past donors.

One hurdle to overcome is the sheer deluge of information online.

It is true that there is an abundance of irrelevant information brought forth by these sites (If I receive one more invitation to guess my own date of death or one more notification that someone threw a rubber chicken at me on Facebook, I might just poke my eye out!) but for the sake of argument, this is the type of awareness and publicity that can be extremely helpful to organizations.

Already working on tight budgets, nonprofits need publicity which can come at a costly price. In tough economies--such as the one we're in right now--the first thing to be cut back on or cut out completely is the communication, public relations and marketing efforts, which seems a bit counterproductive. If people are not aware of what you're organization is doing, or better yet, that your organization even exists, then how are you to maintain donors or bring in prospective ones?

Enter in social media--a.k.a free publicity.

So, while it is perhaps over zealous to say that social networking sites are going to completely revolutionize fundraising and bring in droves of donors, it is accurate to say that it will strongly influence fundraising.

It is an easy route for organizations to take advantage of but it is necessary to understand what social media tools work best for each individual cause. A critical question is who is your donor audience and where are they most likely to spend their time online?

Awareness is the key factor to bring in money. The more exposure given, the more likely people will be aware of the cause. It is just a matter of being strategic and smart about it, which is another obstacle for nonprofits as they are tight on human capacity and it takes time and research to understand these tools.

Here are some other recent articles that explore social media's effects on fundraising:

Media Shift:
How Charities Harness Social Media to Raise Awareness, Money

New York Times:
Charities Reap Benefits of Contests on Internet

Feeling the Vibe

While perusing through the latest non-profit news at work, I noticed a lot of buzz around a new social media platform known as SocialVibe. The idea behind this site is to allow users to select a cause, choose a sponsor and then post your badge to different networking sites such as Facebook, MySpace or your personal blog. The more active you are on SocialVibe and on social networking sites in general, the more points you can earn, which translates into monetary donations for your cause. Money is collected from the brand sponsors and everything from uploading pictures to your SocialVibe profile to inviting friends to join can help you earn points.


The concept builds on other sites such as Free Rice or the Hunger Site where the simple act of clicking a mouse can earn money or food to be donated to those in need. Just like SocialVibe these sites also depend on sponsors for their money, making it a win-win situation for all sides. Charities get more donations and further their impact, companies get their name attached to a good cause and people can become involved in an easy and inter-connected manner.

SocialVibe recently reached a milestone by raising $100,000 in donations for charity within six months of its public launch this past February. I'd say that's not too shabby and another testament to how non-profits can be strengthened through the use of social media.

My cause for now is Peace & Human Rights, as you'll be able to see from the widget posted on my sidebar. Perhaps I'll change it at some point to gain exposure for another cause, which leads me to one complaint about SocialVibe. You can only have one cause at a time. I'd like to earn points/money for a couple of different causes. This wasn't addressed in the site's FAQ but you can have up to two sponsors.

I guess I can't complain too much since, in the end, I'm trying to do my part.