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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 by: @MDGadvertising You Tube in 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 nonprofits. 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 content 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 O leading channel for shared conent, it's no wonder that nonprofits have made the most effort to build a presence on the site and spread their fundraising message. O NONPROFITS HAVE A STRONG PRESENCE ON FACEBOOK, TWITTER, AND YOUTUBE. Percentage of Nonprofits on Social Networks: 98% 74% 66% 48% 32% 26% You Tube in g+ FUNDRAISING ON FACEBOOK For nonprofits, the most common fundraising tactic on Facebook is to ask for an individual donation. I Top Fundraising Tactics on Facebook Individual Donation Event Fundraising 33% 20% O Causes Peer-to-Peer Fundraising 17% 11% SOCIAL MEDIA DONORS Social networking sites' users have responded to the growing presence of nonprofits and the expanding 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: O NOTE THE AVERAGE DONATION THROUGH SOCIAL MEDIA INCREASES EACH YEAR. Donors Choose.org Oxfam 2012 $59 LIVESTRONG America ABlue Star Families 2011 $55 American Red Cross ***** water.org 2010 $38 o SOCIAL ENDORSEMENT If a friend posts a charitable 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. 00o 10% O TO TWEET OR NOT TO TWEET Incorporating social media can dramatically benefit a fundraiser, with the addition of Twitter GENERATING ALMOST 10 TIMES MORE MONEY RAISED. I Average Fundraising Goals Average Total Online Donations NOTE $256.72 O $161.30 IS THE O AVERAGE VALUE OF A FACEBOOK LIKE FOR A NONPROFIT OVER 12 $225.90 $161.30 $70.55 $22.97 MONTHS. THIS NUMBER CLIMBS TO $214.81 WHEN COMBINED WITH OTHER CHANNELS. With Twitter Without Twitter With Twitter Without Twitter #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. O In 2012, the holiday brought in $10 million in online donations, a 53% increase over the same day in 2011. • ON #GIVINGTUESDAY 2012, ORGANIZATIONS AROUND THE WORLD USED SOCIAL MEDIA SITES TO REACH OUT TO THEIR FOLLOWERS AND SAW SOME IMPRESSIVE NUMBERS. I Total amount raised Tuesday after Thanksgiving, 2011 $6,720 NOTE Total amount raised Tuesday after Thanksgiving, 2012 $3,305 $1,875 - VS - $620 $784 $0 #GIVINGTUESDAY $62 $101.60 The Fishing School, youth development charity Manna Food Center, food bank Project Hope, O international health charity Normal online donation #GivingTuesday donation average average ADDRESSING THE CROWD Online crowdfunding platforms, such as Kickstarter and Indiegogo, have made a tremendous impact on the online fundraising world, and both industry growth and total amounts raised continue to be bigger and better than the year before. Year-Over-Year Industry Growth I Growth and Total Amount Raised by Crowdfunding Sites *.**........ $4 Billion o- 60% 80% By the end of The amount O of money raised through crowdfunding O sites during 2012 is O 2.81 B 2012, there will 54% ... $3 Billion be an estimated 60% O 45% O 47% 536 crowdfunding platforms around the 40% ........ ........ $2 Billion 1.47 B world, and the estimated to 854 M be 91% higher year-over-year industry growth is increasing. 530 M $1 Billion O than 2011. 20% ***** 0% 2009 2010 O 2011 O 2012 SOCIAL GIVING TIPS When nonprofits were asked what the reasons were for their success using social media, they provided 3 clear O responses, according to the 2012 Nonprofit Social Network Benchmark Report. 41% 37% 28% 2012 1 Coming up with a detailed social media strategy.- BENCHMARK Having executive management make social media a priority. Dedicating a REPORT current or new position specifically to social media. 3 TRENDS TO WATCH FOR, ACCORDING TO THE BENCHMARK REPORT, ARE: MONETIZATION OF FACEBOOK More nonprofits will look to use the most popular social networking site, Facebook, to raise money.O SUCCESS OF GOOGLE+ Google's social networking site will help social giving by allowing nonprofits to integrate their pages with other Google features, such as mail and documents. TWITTER EVOLUTION With large followings, most nonprofits will take better advantage of communicating their fundraising needs, as Twitter hashtags become an increasingly reliable way to spread the word about charitable causes and needs. mdg SOURCES: NONPROFITSOCIALNETWORKSURVEY.COM, ONLINEGIVINGSTUDY.ORG, BLACKBAUD.COM, UNFOUNDATION.ORG, PHILANTHROPY.COM, NPENGAGE.COM, mdgadvertising.com twitter: @MDGadvertising MASHABLE.COM, SHARETHIS.COM, CROWDSOURCING.ORG **................

2012: It Was a Very Good Year for Social Giving

shared by MDGadvertising on Dec 18
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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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