Jun 24, 2013
There are a lot of facets to fundraising that nonprofits should think about when starting up a program to ask for support, but one of the best ways to instigate cause awareness and get more people involved is by turning to social media. While networking platforms originated as a way to connect with personal contacts, they have turned into so much more. Organizations are now able to create an online community, spread news regarding the progress of the cause, invite community members to events and lead interested prospects to their website to fill out an online donation form. Nonprofits can build strong relationships with donors and grow a dedicated following with the help of social media efforts.
Why does social media work?
A recent article by Forbes contributing writer Roger Dooley took an in-depth look at how social media interaction has a significant effect on donors and nonprofit supporters. The activities and connections people make on social platforms have an emotional effect on them, something nonprofits should take into account when planning fundraising events and donor outreach.
Dooley pointed out that social media can drive donor behavior, which could lead to more invested volunteers or get people interested in giving back. Because humans are known to lean more toward altruism than selfishness, they will create an online space of sharing positive and meaningful experiences.
Social media comes into play because people acknowledge and recognize acts of kindness online and want to share stories with others. This is possible with the rapid and concentrated nature of Facebook and Twitter. These outlets allow nonprofits to acknowledge and encourage altruistic behavior. Getting donors or potential gift-givers involved in cause initiatives is easy on social networking sites because of the way users interact and react to others making a difference in their community.
People donating money to charity is a large part of how charities garner the funds necessary to grow and continue making an impact. Turning to social media to embrace altruism and highlight certain areas of the organization that are worth investing in can make a difference in the long run. Encouraging people to share their stories, create discussion and initiate change is something the online world has proven to do already and any nonprofit that is willing to start a social media strategy can capitalize on this.