Why should you consider social or online fund-raising? Because it’s easy: It takes just a few minutes to set up an online fund-raiser. It’s also extremely efficient and cost-effective compared to the money spent on direct mail pieces or a big gala event. It can also increase your donor base through tapping into your donors’ social networks and attracting a valuable new type of donor who could be key to your future success. It’s no longer the $50 someone may be able to donate, but the $10,000 his or her network can donate.
Take, for instance, Generation G: According to the 2012 Millennial Impact Report , 75 percent of millennials donated in 2011, 63 percent volunteered and 70 percent solicited from their network for a cause. Their social network is where they’re having conversations—on Facebook, Twitter and beyond. Your current supporters are also on social networks, they just don’t know that your nonprofit is. In addition to bringing in new donors, social fund-raising can lead to higher donor engagement among current and new supporters. While one may not think of technology as personal, it’s actually much easier to build relationships by communicating online.
Where do you start?
Think of every online fund-raiser as a campaign. This means you need to set a realistic goal. It’s better to beat your goal than to set one so high it’s bound to fail.
Think small. Most people would say think big, but if you’re a beginner, it’s better to start with multiple, smaller campaigns. Don’t start trying to raise money for an entire school when you can begin with one classroom.
Set a deadline. The most effective campaigns create a sense of urgency and last about one month (30 to 45 days usually delivers the best results). Plan out a timeline that includes the dreaded “trough” in the middle, as most campaigns see a flurry of activity at the beginning and then panic toward the end as the deadline approaches. This can be avoided by planning up front and building in communication triggers throughout the campaign.
Tell a compelling story. A compelling story and supporting imagery are powerful tools. Storytelling forms the basis of your connection with donors. We’ve all heard that a picture is worth 1,000 words, but a video can be even more powerful. For example, we’ve found that fund-raisers with accompanying video gain as much as four times more donation volume than those without video.
Have some fun with it. If used tastefully, comedy can add a good dose of levity and fun to your fund-raising effort. Even as you’re solving the world’s major problems, you can have some good laughs.
Promote it. There’s a myth that if you build it, they will come. The truth is, you have to promote your fund-raiser. Promote it through social media, but don’t forget about email (everyone still has email). If you have the resources, submit a press release. Use every tool you have—perhaps even include a countdown on your website before the campaign.
Don’t be afraid to ask. Most people make donations because they were asked. People like to be charitable and have fun doing so. Conversely, they don’t like to feel guilty, so they’ll want to give.
Start with your inner circle. This will let you build momentum and then branch out. Your inner circle might include your staff and your board, but consider expanding to some key influencers in your community, particularly if you know they have a big social media following. Then call on volunteers, friends, family and previous donors. When calling on them for help, ask clearly and tie their contribution to a direct impact (for example, $10 provides 500 liters of clean drinking water). Customize your request for each social network—your request on Twitter will be different than on Facebook.
Share and ask your donors to share. We’ve found that every share equates to another $18 to your campaign. Then stay in touch with those you reached out to. Some ideas for keeping in touch may include announcing met milestones, thank-you notes (better yet, thank-you videos) and reminders to those who haven’t given yet. Recognize each donor and give “shout-outs.”
Competition can drive donations. For example, our company has supported more than 20 Giving Days, a powerful 24-hour online fund-raising competition that unites communities around local causes. We’ve seen friendly competition drive excitement and result in more donations. In November, our Giving Day in Minnesota saw more than $16.3 million raised in 24 hours for the nonprofits of the region. You can drive similar excitement for your fund-raiser by encouraging your supporters to come together as teams. Perhaps ask your board to create a team. Also think about creating a matching grant—a great incentive to encourage donations.
Lesley Mansford is CEO of Razoo , an online fund-raising platform that works with 501c (3) charitable organizations to make the process of giving fun—and not simply transactional—to reflect the fact that meaningful giving is a profoundly joyful experience. You can contact her Lesley@Razoo.com.
