Turning Friends into Funders

22 11 2010

Online fundraising has been growing quickly over the past couple of years.  For example, after the earthquake struck Haiti the American Red Cross reported that it raised $22 million through a text message campaign.  Social media fundraising must begin with relationship building, however this takes time.  According to the Networked Nonprofit building an online community of supporters who may want to donate can take 6 to 18 months.  In this chapter Beth Kanter and Allison fine (authors of The Networked Nonprofit) outline some tactics to help make your organizations fundraising successful.  Some of these include:

  • Establish trust and credibility with potential donors.
  • Make sure that your message is simple and compelling.
  • Build urgency around your fundraising effort.
  • Spread out the giving: request small dollar amounts
  • Recognize donors publicly and personally.  Be thankful throughout the whole effort, not just at the end.
  • Use stores to put a face with your fundraising effort.

An example of how an organization has used social media to fundraise is the Jingle Bells Run/Walk for Arthritis.  This campaign utilized social media to raise funds that sponsored teams in the run/walk.  All the money went to fund research.   The Arthritis Foundation (the sponsor of the event) had a Facebook, video on their website a kit with ideas for raising funds and even a fact sheet on how to utilize social media.  The social media fact sheet contained sample Facebook statuses and Tweets.  I thought something like this would be very useful for our client, Safe Harbor.  If they choose to launch a campaign to raise funds this website would be extremely beneficial.  Check out their website for more useful information:  http://www.arthritis.org/jingle-bell-run.php

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