Why nonprofits are using social media to raise money for their cause. Nine successful case studies of how they're fundraising using social networks. What challenges are up ahead for nonprofit organizations trying to get donations through Twitter or Facebook.

1. How Nonprofits
Drum Up Giving
Through Social Media
Raymund Flandez, Staff Writer
The Chronicle of Philanthropy
@raymundf23

2. What I Plan to Talk About
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9 Case Studies
Successes
Challenges
Next Steps

3. What I Don’t Plan to Talk About
● Why Your Nonprofit
Should Use Social
Networks to Raise
Money
● Define the Various
Social Networks
● Charity: Water

4. 1. Create a mini-campaign on Twitter
Grist
● Power Hour campaign
‘A mystery donor will give us
$1K if 20 ppl donate in 1hr. Any
amount!’
● Microfundraising trend
● Using powerbrokers
● Need for huge base

5. 2. Share the love
Minnesota Public Radio
● Mobile-friendly donation
page
● Ask why they support MPR
● Share responses on
Twitter, Facebook
● Testimonials get RT’ed,
used in ads

6. 3. Find where your supporters are
NAACP
● Going mobile
● Sharing viral images
● Tailoring messages
through microsites:
thisismyvote.org and
NAACPconnect.org

7. 4. Target for planned giving
The San Antonio Area
Foundation
Richmond Jewish
Foundation
● Twitter: free willpreparation workshop
● Twitter: learn re: DAFs

8. 5. Build on your awareness efforts
Human Rights
Campaign
● Spur advocacy among charity
supporters
● Updating profile photos on
Facebook
● Those advocates are better
donors since they’ll likely to
give again

9. 6. Crank up your base support
Academic Success
● Columbia University
● Indiana University Alumni
Association
● University of
Massachusetts
● Skidmore College
● Georgetown University

10. 7. Put a human face to your cause
Compassion
International
● What impact will my
contribution have?
● Used Twitter to tell story of a
young boy from Burkina Faso
● Raised $23,000 to fly the boy
to India for heart surgery

11. 8. Use short videos effectively
Broadway Cares/
Equity Fights Aids
● Used Instagram video in
year-end fundraising
appeal
● Enlisted Broadway
actors to help spread
word among fans

12. 9. Be creative with what you’ve got
Urban Ministries of
Durham
● History of interactive:
PlaySpent.org;
NamesforChange.org
● Worked with pro-bono
agency
● $30 teddy bear; $1,750
walk-in freezer

13. Successes
● Those orgs that use social
networks to connect with
supporters regularly: up
40%
● Engage supporters on
social media with 50%
that’s not your content
● Discover more about your
donors, esp. major ones

14. Challenges
● Predicting where
your supporters are
heading next
● Budgeting for
resources
● Tracking your
fundraising results

15. Next steps
● Keep an eye on
Facebook’s Donate
button
● Don’t underestimate
power of nostalgia to
connect with donors
● Use Instagram to
promote your campaign

16. Thank You
Contact info:
raymund.flandez@
philanthropy.com
202-466-1047
@raymundf23