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2012: It Was a Very Good Year for Social Giving

2012

IT WAS A VERY GOOD YEAR FOR SOCIAL GIVING

SOCIAL MEDIA IS BECOMING AN INTEGRAL PART OF FUNDRAISING AND DONATIONS.

Raising money for good causes through social media has more than doubled in the last 5 years. With the ever-increasing usage of social media and the viral nature of online events, such as #GivingTuesday, social giving is becoming very popular and effective among non-profits.

CHARITABLE GIVING ONLINE

Friends and followers share a great deal of information and content with each other on social networking sites, which gets passed on and becomes visible to many. In fact, shared contednt makes up more than 10% of all Internet traffic, and it accounts for nearly half of all search traffic, according to Share This. As Facebook is the leading channed for shared content, it's no wonder that nonprofits have mad the most effort to build a presence on the site and spread their fundraising message.

NONPROFITS HAVE A STRONG PRESENCE ON FACEBOOD, TWITTER, AND YOUTUBE.

Percentage of Nonprofits on Social Networks:

98% 74% 66% 48% 32% 26%

FUNDRAISING ON FACEBOOK

For nonprofits, the most common fundraising tactic on Facebook is to ask for an individual donation.

Top Fundraising Tactics on Facebook

Individual Donation 33%

Event Fundraising 20%

Causes 17%

Peer-to-Peer Fundraising 11%

SOCIAL MEDIA DONORS

Social networking sites' users have responded to the growing presence of nonprofits and the expending trend of young donors. In October 2012, Facebook added the charitable donation option to Facebook Gifts, making it easier for users to give. The long list of participating nonprofits at Facebook Gifts launch included: LIVESTRONG, Oxfam, water.org, American Red Cross, Blue Star Families

NOTE

THE AVERAGE DONATION THROUGH SOCIAL MEDIA INCREASES EACH YEAR.

2012 $59

2011 $55

2010 $38

SOCIAL ENDORSEMENT

If a friend pasts a charitable donation donation on a social media site, people tend to:

Take time to learn more about a charity if they see a friend posting about it 68%

Ask the friend for more information about the cause. 58%

Have more respect for a friend that posts about a charitable donation. 51%

Would donate. 39%

Would repost the donation request. 34%

Would do nothing. 10%

TO TWEET OR NOT TO TWEET

Incorporporating social media can dramatically benefit a fundraiser, with the addition of Twitter GENERATING ALMOST 10 TIMES MORE MONEY RAISED.

$256.72 With Twitter $70.55 Without Twitter

$225.90 With Twitter $ $22.97 Without Twitter

NOTE

$161.30 IS THE AVERAGE VALUE OF A FACEBOOK LIKE FOR A NONPROFIT OVER 12 MONTHS. THIS NUMBER CLIMBS TO $214.81 WHEN COMBINED WITH OTHER CHANNELS.

#GIVINGTUESDAY

Social giving has breached a new frontier with #GivingTuesday. Following the shop-happy holidays of Black Friday and Cyber Monday, the Tuesday after Thanksgiving has become a charitable movement powered by social media. In 2012, the holiday brought in $10 million in online donations, a 53% increase over the same day in 2011.

ON #GIVING TUESDAY 2012, ORGANIZATIONS AROUND THE WORLD USED SOCIAL MEDIA SITES TO REACH OUT TO THEIR FOLLOWERS AND SAW SOME IMPRESSIVE NUMBERS.

Total amount raised Tuesday after Thanksgiving, 2011

Total amount raised Tuesday after Thanksgiving, 2012

The Fishing School, youth development charity

$0 $3,305

Manna Food Center, food bank

$620 $1,875

Project Hope, international health charity

$784 $6,720

NOTE

Normal online donation average $62

#GivingTuesday donation average $101.60

ADDRESSING THE CROWD

2012: It Was a Very Good Year for Social Giving

shared by MDGadvertising on Dec 18, 2012 in Social Media

2012: It Was a Very Good Year for Social Giving

shared by MDGadvertising on Dec 18, 2012 in Social Media

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Just as social media has changed how we live, it’s now transforming the way we give. In fact, raising funds through social media networks was so popular and prevalent this year that the charitable g...
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