Social Media Strategies Top Priority for Nonprofits in 2012

9 Feb

Social media fundraising is becoming more popular as a valued resource for nonprofits organizations. Whether this shift is because of the success that peers are sharing in the field or because of the attention it is getting for political fundraising pertaining to the upcoming presidential election is anyone’s guess. However, the fact remains unchanged that more charities are turning to online fundraising and the numbers of participants and fundraising dollars are higher than ever before.

Charity Dynamics, an online marketing and consultation firm, conducted the 2012 Digital Marketing Survey which involved 70 of their clients. They found that, “73 percent of respondents indicated that their organizations plan to address social media strategies in 2012. This is up significantly from the previous year when 51 percent felt social media was a top priority. Additionally, 62 percent of those surveyed indicated that converting one-time donors into repeat donors is a key priority for 2012. This also is up significantly from the previous year when only 36 percent indicated repeat donor conversions was a key area of focus.”

Furthermore nearly 98% of the organizations surveyed replied that they are using social media and 90% said that they are actively seeking out resources to use this technology better in order to reach their nonprofit’s goals.

In addition to the expected forms of social media such as Facebook, Twitter, LinkedIn and e-mailing, the survey found that, “the mobile channel is expected to grow sharply in 2012, with 51 percent of non-mobile users indicating that they plan to implement a mobile strategy in the coming year. Nearly 40 percent of those surveyed indicated that their organizations used mobile technology in 2011 to support their fundraising and marketing activities–up from 27 percent last year.”

There are many different ways that nonprofits can implement social media into their fundraising strategies. From weekly updates on Facebook to e-newsletters to a link to receive donations on their website, there are countless ways to open the line of communication with donors. The most important goal with using online resources is to build a strong relationship with your supporters.


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