Last week, we saw a fantastic example of leveraging social media platforms for fundraising campaigns. After the tragic stabbing in Dublin last Thursday 23rd November, the bravery of Caio Benicio was celebrated by the creation of, ‘Buy Caio Benicio a pint’on Go Fund Me. By leveraging social media to spread awareness of this campaign, over €360,000 has been raised to celebrate Caio Benicio amidst a terrible tragedy.
Social media is an incredibly powerful tool for fundraising, revolutionising the way charitable organisations and causes connect with donors and supporters. Particularly since 2020, we have seen a surge in the use of social media within fundraising strategies, with many nonprofits focusing on leveraging their social media platforms to reach fundraising goals. Social media has the power to elevate your fundraising efforts, here are 5 reasons why:
1. Amplifying Campaigns
One of the most significant advantages of social media in fundraising is its ability to amplify messages. A single compelling post or campaign can reach a vast audience in a matter of seconds. The shareability of content on platforms such as LinkedIn, TikTok, Instagram and Facebook, allow supporters to become advocates, spreading the word about a cause to their own networks.
2. Breaking Geographical Boundaries
Social media has the capacity to break geographical boundaries. Traditional marketing techniques only had the ability to reach a small pool of people. Fundraising efforts are no longer limited to local or regional audiences. Organisations can connect with supporters, donors, and volunteers from around the world. This global reach opens up new opportunities for fundraising and collaboration on an unprecedented scale.
3. Increasing Accessibility
Crowdfunding platforms like ‘GoFundMe’ have used social media to make fundraising accessible to individuals who like to make one-off donations. Additionally, peer-to-peer fundraising campaigns, where supporters create their own fundraising pages and share them on social media, have become highly effective in mobilising communities.
4. Leveraging Trends
Many trends and challenges often go viral on social media. The ‘ALS Ice Bucket Challenge’, for example, raised millions for ALS research by encouraging people to record themselves dumping ice water on their heads and challenging others to do the same. These viral campaigns demonstrate the immense potential for grassroots fundraising on social platforms.
5. Direct Engagement
Social media provides a real-time platform for engagement. Organisations can interact with their supporters instantaneously, responding to questions, providing updates, and expressing gratitude for contributions. This direct and immediate connection fosters trust, transparency and improves communication.
The power of social media in fundraising enables individuals and organisations to connect and drive positive change in ways that were once unimaginable. To harness this force for good effectively, fundraisers must adapt to the ever-evolving digital landscape. Moreover, this is particularly apparent with the recent increase in the use of AI. It is important that fundraisers leverage AI and social media together to drive further awareness for their fundraising campaigns and creating a lasting impact. If you’re interested in learning more about how you can use AI for your fundraising efforts, see our previous post, ‘The impact of Artificial Intelligence in fundraising’.
Get in Touch
If your organisation’s fundraising strategy needs refreshed, updated, or if you’re seeking support to align your goals for 2024, contact our Head of Fundraising Advisory Practice, Rob Foley on 086 032 7935.