Online Social Network Fundraising Advice

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Kitchimeegwetch, Wesley!

Monday, May 17th, 2010

As product manager for DonorPages, I often review the online fundraising pages our clients and their supporters use to raise funds for their causes. While my purpose is to look for ways to improve DonorPages, I’m often moved by the stories people tell about why they support a certain cause, as well as their creativity, passion and energy as they do the good works they do. Here’s a story I found particularly inspiring:

online-fundraising-participant

Wesley gets ready to camp out for Attawapiskat!

True North Aid has a supporter – a young man names Wesley Prankard – who set out to help people in the remote community of Attawapiskat, Ontario. Wes had heard how some people in Attawapiskat were left homeless and living in make-shift tent houses – and that gave him an idea. He decided to spend part of his March school break camping out in a tent to raise money for much needed supplies and shelter for the people living on the reserve. 11-year old Wes, with the help of his family, friends and hundreds of others he inspired to contribute, raised over $5,800.00.

With the help of his father, Wesley reached out using Twitter, Facebook, his dad’s blog and his personal fundraising page on True North Aids’s DonorPages site. As more people heard of his efforts, his camp out in support of Attawapiskat was published in newspapers, and he even found himself interviewed on the local radio station, promoting the cause. Hockey teams donated autographed sticks for raffle prizes, and Air Creebec, upon hearing of his efforts and how well he did, flew him and his parents to Attawapiskat to meet the people he helped, along with all the cargo for the homeless shelter for free – two full truck loads! When he learned he was taking his first real plane ride, Wes commented “Holy smokes!” in his DonorPages blog.

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Wesley's personal fundraising page.

“We are very proud of him.” comments Wesley’s father, Bob. “Needless to say, this has been an amazing journey for Wes. Upon meeting the people he was helping, and spending time with the kids, he’s decided to launch his own organization. An organization of kids in the south who would cooperate with kids in the north to make their communities a better place to live. He wants to help supply playgrounds, recreational centers and sports fields, as well as making youth counseling services more readily accessible.”

Janie Kataquapit, of Attawapiskat, wrote on Wesley’s DonorPages message board: “What an inspiration to see such a young man as yourself taking the lead to help others. Kitchimeegwetch (with much gratitude) on behalf of our community. It has been a long struggle for Attawapiskat, and it only takes one person to make a difference.”

One person, like Wesley Prankard. Wes had an idea about how to help people who need it. He had the commitment and energy to make it happen. Happily, social networking tools like DonorPages, Twitter and FaceBook provided the tools that helped him rally and inspire others to support the cause.

One of the many rewards of my job is to see how ideas like his can help change the world. Sometimes, all a nonprofit organization needs to do is tap into the passion of their supporters, and empower them to do great things.

Kitchimeegwetch, Wesley!

Your Supporter is the Message!

Sunday, August 16th, 2009

From Wikipedia:

“The medium is the message
is a phrase coined by Marshall McLuhan meaning that the form of a medium embeds itself in the message, creating a relationship by which the characteristics of the medium influences how the message is perceived.”

So according to Mr. McLuhan, if you were reading (or hearing) these very words via newspaper, television, radio, a book, a lecture, email, postal mail, or even a different website, you would perceive and likely respond differently.

This relates to online social networking fundraising how?

FaceBook, Twitter and other Web 2.0 online communities are media. As such, they embed themselves into the messages exchanged by FB’ers and Tweeters. In fact, they actually shape and define the messages, including those from people asking for support for causes or nonprofits. FaceBook’s Walls include all kinds of other info, plus ads, links to other users and sites, and comments from friends about anything from sports to politics to family gatherings. And Twitter’s 140 character limit has, by necessity, shaped the language Tweeters use. Believe me, I’m not knocking them – I speak as a user and fan of both.

There’s a good deal of data now available suggesting that, just because someone forwards a nonprofit-related Tweet or links to a FaceBook Cause, that doesn’t necessarily – or even usually – translate into donations. They’re both excellent media for getting attention, but too often social capital is all that’s donated. In the search-and-click world of online social networks, just passing on the message is often seen as all there is to supporting the cause. That kind of support leads to broader awareness, and not fundraising results.

With a dedicated online peer-to-peer fundraising app like DonorPages, your supporter becomes the message. By making a personal appeal that is the sole focus of their fundraiser page, your supporter can effectively “make the ask” for actual donations, without all the distractions, restrictions and noise of massive social networks. On an individual supporter’s dedicated fundraising webpage, your supporter is the message (and not your cause)! And the response is “My friend Bill must really believe in this cause. He took the trouble to make this page, and then email me. I like Bill, so I’m going to support Bill!” And, by extension, your cause.

There’s nothing wrong with using the major social media outlets, so long as you understand they effect they have on your supporters ask. But learn from Marshall McLuhan’s decades-old insight, and use a dedicated online peer-to-peer fundraising site to get results!

Ridin’ the curve to fundraising success!

Wednesday, August 5th, 2009

There’s a minor controversy regarding an April Washington Post article that states FaceBook was “ineffective for fundraising.” From the article: The Facebook application Causes, hugely popular among nonprofit organizations seeking to raise money online, has been largely ineffective in its first two years, trailing direct mail, fundraising events and other more traditional methods of soliciting contributions. Comments on the article included proponents of Causes, claiming that exposure on FaceBook more than made up for the lack of donation results. Others argued the opposite.

Why, after two years and hundreds of millions of FaceBook and Twitter views, aren’t nonprofits getting better results using social networks? My theory: Although such sites are spectacular successes as social network sites, they are not social network fundraising sites. Like – you guessed it – DonorPages!

Initially launched around the beginning of 2008, DonorPages has seen explosive growth to date. See for yourself in the chart, which shows a powerful upwards growth rate in actual donations. It’s easy to see the spikes when our clients run seasonal events. But the real story is the red line – the Regression Curve. This shows how donations via DonorPages are expected to grow, based on the growth rate of the past year. And that past year – August 2008 through July 2009 – was smack in the middle of a severe economic downturn. Imagine the possibilities as the economy continues improving!

Plus, DonorPages, as a true Web 2.0 online application, allows for integration with DonorPerfect fundraising software, adding the benefit of saving time. There’s certainly nothing wrong with increasing exposure, but there’s everything right about seeing a direct ROI on your efforts.

Free Fundraising Software Demo Link