Social Fundraising – Is it part of your plan?

The world of fundraising continues to evolve. In addition to tools like major gifts, events, planned giving, direct mail (and even more venues) we add social fundraising.   Is it a third party fundraiser, or is it a mini-event, or is the organizer a major donor? Exactly where does social fundraising fall in to your development plan? Have you even considered it as part of your development and stewardship plan? Too many questions!

Chances are high that someone has brought in a box of stuff from their “Birthday Fundraiser” or they have started a fundraiser on Facebook or in response to an all call they have done a gofundme campaign. If any of these have occurred, then you have another venue for raising money called social fundraising.

All these questions are not meant to stress out the already overburdened development team. However, it is meant to get you thinking about Social Fundraisers and how to steward and cultivate them.   Just like all the other venues for fundraising (major gifts, LYBUNTY lists, events, etc), this is another tool for your toolbox.

Take a moment to engage these donors and create an opportunity for continued success for the ‘Social Fundraiser” and your organization. The more familiar you become with any tool, the more adept you become in using it and when to use it.

• Have their goals at $500 or less. There are certainly those that can raise $1000 or more in a blink of an eye, but they are the exception. It is better to crush the goal than it is to fall short. When they are successful, they are more likely to do it again.
• Make contact – If you are informed that someone started a fundraiser on behalf of the organization, contact the organizer as soon as you can and offer support and start saying thank you.
• Create a toolbox – Have digital media ready that you can send to them. It could be banners for their fundraisers. It could be gifs they can send on social media in response to a donation. It could be an email thank you with a link to an impact story. If it is a party fundraiser, offer decorations like “mission moments” they can display. Have an invitation that you can print for them to use
• Provide direction – Give them some “dollar handles” that will guide giving. Encourage them to say thank you to every donor through instant message, comments, or email (don’t forget the handwritten note). Encourage them to explain their personal connection/ story to the organization in their fundraiser.
• Engage and debrief – Make sure you have a conversation with the organizer and that you have made time to understand their reason for supporting your organization.
• Meet them where they are – I have had clients say in frustration that the organizer did not return their call. Upon investigation, they exchanged a hundred emails, or had a marathon text. I get it; if an email or text goes back and forth more than 3 times with me, I am on the phone. However, there are those that prefer digital communication to in person. Be prepared that is how you may have to engage these conduits.
• Celebrate them – Do not forget to recognize them in your other venues. List them in your newsletter or on your website if that is what you do for donors who give at similar levels.  If certain levels get special invitations, then include them when appropriate.

Social fundraising should provide high return with little investment by your organization or time required by your development team. If cultivated correctly, it will be a gateway to a whole new group of donors.

If you need help with your development or stewardship plan, PB&J marComm is here to help with your strategy, solutions, and getting results.