Social media attracts younger donor populations

The nonprofit sector has been struggling the last few years to maintain strong donation levels seen prior to the economic downturn. However, a rise in consumer confidence as of late, coupled with more diverse collection options for donors, has enabled fundraising success to grow. As valuable as in-person events and other traditional fundraising efforts are to nonprofit organizations, so too are more modern methodologies that take advantage of the increasingly popular digital landscape.

Many nonprofits are incorporating social media fundraising strategies into their overall campaign efforts to create awareness among a broader audience and increase participation from younger donors. As more consumers conduct business and personal activities online, it would be natural for nonprofits to adopt an online donations page to provide convenient and cost-efficient alternatives to standard contribution opportunities. The trend of adding a social media component to online giving efforts is helping organizations share their cause and mission quickly and interact with the next generation of supporters.

Social media enhances giving
A recent study from World Vision international humanitarian charity found 56 percent of teens cite social media websites as a source of increased awareness for the needs of others and charities in place to help solve these problems. In the United States, young donors and volunteers aged 13 to 17 said social media has a great power to spread social impact awareness, as thousands of users on Facebook, Twitter and YouTube can engage with a cause and become inspired to make a contribution quickly and efficiently.

Many nonprofits are leveraging social platforms to increase awareness, drive traffic to their websites, release effective calls to action, document success stories of past efforts and ongoing campaigns and spur communities to adopt their own campaigns to perpetuate the efforts locally. Younger generations are more tech-savvy and comfortable on social media websites, and respond positively to communications and campaigns launched in the digital sphere. In 2011, the study found 44 percent of nonprofits using social media to build awareness and support reported strong results. In 2012, that figure increased to 56 percent as the popularity of online giving continues to rise.

When launching a social media component to an online fundraising strategy, nonprofits can open up new channels of communications with the public and key donor populations. The more accessible a charity is to potential donors, the more likely awareness will spread, NP Engage explained. Social media websites are designed to enable sharing of information and insights with friends, family and other network connections quickly. Charities should offer peers and followers tips on how to spread the word to others and encourage interactions with the cause via social platforms. 

Back to News