Eight Types of
Social Media Fundraising:
social media to
Characteristics: Online community, group or committee organizes to
fundraise on behalf of a cause or charity.
1) 3rd Party Group Initiatives Externally
Twestival: Raised $1.2 million within 14 months for
Community Fundraising Model
(… Just Not In A Park)
Nothing new here!
Like a fundraiser in a park…
Characteristics: Individuals are empowered through third party social
networking sites to fundraise for personal causes.
2) 3rd Party Individual Initiatives Externally
“Peer to Peer Fundraising” = “Social Network Fundraising”
Think of the crazy stuff folks
can do on your behalf
Characteristics: The cause marketing model meets digital CSR.
“For every X we will give Y up to Z amount.”
3) Corporate Sponsor Challenges Externally
Characteristics: Organization uses social media or a particular tool
(Flickr, Facebook, Groupon etc.) independent of other channels.
5) Single Channel Project Internally
Good for experiments …
"Those banners outperformed
the other ones two-to-one."
Characteristics: Social media strategies used by a charity
to support a campaign across multiple channels.
6) Multi-Channel Project Internally
Characteristics: Social media tools given to participants to support an
offline event managed by the organization.
7) Integrated Offline Event Internally
We used to stop at seven types…
But here’s a sneaky 8th…
Characteristics: Game or activity designed with a “social good” pay-off.
29% of the Internet population will play social games by 2012.
8) Social Gaming For A Cause Externally
A Rule From Cause Marketing …
If the product is crummy,
it doesn’t matter how many
cause ribbons are on it.
Not Social Media Fundraising
(… but fairly close)
Trying (& Failing) To Win
How does the cash come in?
● Individual donations directly through your web site
● Lump sum at intervals through a 3rd party web site
● Gifts through 3rd party application (mobio/twitpay)
● SMS text-to-give (cell carriers) deposit
● Group/event fundraiser proceeds
● Corporate sponsor gift match donation