USING SOCIAL MEDIA FOR LOCAL FUNDRAISERS
In today's interconnected digital landscape, social media platforms have become more than just channels for socializing and sharing content—they have evolved into powerful tools for driving social change and community engagement. One of the most impactful applications of social media lies in its ability to facilitate fundraising efforts. Many local fundraising events utilize social media platforms to drive donations and amplify the impact the fundraiser can have.
In an article by Andy Ware, the author says, “There is no better way to get an organization’s message out in front of donors than meeting them where they are” (2021). Where donors spend the majority of their days right now with their heads stuck in their phones, scrolling through social media. Therefore as many fundraisers are now realizing, the place to market and drive attention for events is on social media.
“Fundraising is a ‘persuasive activity that seeks to convince donors to contribute to a worthy cause’” (Priante et al., 2022). Traditional methods of fundraising often involve extensive logistical planning, overhead costs, and limited reach. However, social media has revolutionized fundraising efforts by providing accessible, cost-effective, and far-reaching platforms for individuals and organizations to mobilize support for their causes. Whether it's crowdfunding campaigns, virtual events, or online donation drives, social media offers various opportunities to engage with potential donors, volunteers, and supporters on a local scale.
As aforementioned, there are various benefits to using social media for fundraising efforts such as the following:
Broad Reach: Social media platforms have billions of active users worldwide, providing an opportunity to reach a vast audience. By leveraging social media, a fundraiser can expand its efforts beyond its immediate community and engage with supporters, and potential donors from outside of their local area.
Research shows that fundraisers positioned between the core and the periphery of a network tend to achieve greater success. This is due to experiencing less pressure, enabling them to effectively leverage their communication potential for collecting more donations (Priante et al., 2022).
Cost-Effective: Compared to traditional fundraising methods such as direct mail or phone campaigns, social media fundraising is often more cost-effective. Setting up social media profiles and running targeted advertising campaigns can be relatively inexpensive, making them accessible to fundraisers with limited budgets.
While initiating and executing a social media and marketing strategy for a fundraiser requires significant time and effort, it has proven to be a highly cost-effective marketing approach for numerous organizations (Tabas, 2022).
Engagement and Interaction: Social media facilitates real-time engagement and interaction with followers, allowing fundraisers to foster meaningful connections with their audience. Through likes, comments, shares, and direct messages, they can engage with donors, supporters, and community members on a more personal level.
Research also indicates that there is a correlation between the content and features available on social media platforms and raised awareness about digital donations as these interaction factors foster active interaction and engagement with donors (Gosal et al., 2022).
Accessibility: Social media fundraising is accessible to anyone with an internet connection, making it easy for donors to contribute from anywhere, at any time. By providing convenient donation options through social media platforms, fundraisers can remove barriers to giving and make it easier for supporters to support their cause.
*Benefit Ideas Driven from Forbes Article
Social Media & Fundraiser Research (statistics from Double the Donation)
Female donors are more likely to make a donation because of social media marketing
32% of donors are most inspired to give via social media.
56% were most impacted by Facebook posts, 21% by Instagram, 13% by Twitter, 5% by YouTube, and 4% by LinkedIn.
What does this mean?
Although social media is not yet the most widespread and effective method of marketing for fundraisers, it is getting there. Current statistics indicate that social media already outperforms other fundraising methods, and its influence is expected to expand further as successive generations increasingly rely on digital media. As digital literacy and social media usage continue to rise, it's likely that social platforms will become even more integral to fundraising efforts, offering greater reach, engagement, and efficiency compared to traditional avenues.
This video displays the setup of Queso For A Cause 2024. The second video In the compilation features the TAMU Salsa Club performing at the end of the event.
Case Study: Queso For A Cause 2024
Using social media for fundraising, especially within a sorority context, can be an effective way to engage members, alumni, and the broader local community in supporting various philanthropic initiatives. The following case study explores how a nonprofit organization effectively utilized social media to drive successful fundraising campaigns.
Background: Zeta Tau Alpha (ZTA) hosted its eighth annual Queso for a Cause event on March 1st, 2024, at the ZTA house in Bryan/College Station. The event aimed to raise funds for the ZTA Foundation, supporting scholarships, educational programming, leadership development, and breast cancer research.
Event Highlights:
Tex-Mex-style food donated by local restaurants
Live music and a mariachi band
Pop-up shops featuring various vendors
Raffle with enticing prizes donated by businesses and individuals
Social Media Strategy: ZTA implemented a robust social media strategy to maximize event attendance and fundraising efforts:
Instagram served as the primary platform for reaching college students, with members encouraged to post event details and direct links to the CrowdChange donation page.
Members were tasked with setting up individual CrowdChange pages connected to the main page so family and friends could donate in support of their member,
Venmo grids were used as an innovative method to encourage online donations, appealing to followers seeking recognition for their contributions.
Facebook was utilized to engage older generations and those unable to attend the event physically, providing a direct link to the CrowdChange page for donations.
Communication about the raffle extended beyond the event date, emphasizing that participants didn't need to be present to win, resulting in increased ticket sales.
Impact:
Increased Event Turnout: Social media promotion contributed to a higher turnout at the event, with tickets required for entry.
Diversified Fundraising Channels: Beyond ticket sales, online donations, and raffle ticket purchases through social media channels broadened the fundraiser's reach.
Enhanced Online Participation: Engaging activities like Venmo grids facilitated greater online involvement, appealing to a wider audience beyond event attendees.
Conclusion
Zeta Tau Alpha's Queso for a Cause 2024 exemplifies the power of social media in driving successful fundraising events. By leveraging platforms like Instagram, Venmo, and Facebook, the sorority expanded its reach, diversified fundraising channels, and encouraged widespread participation. Through innovative approaches and strategic communication, ZTA effectively mobilized its network to support a worthy cause, demonstrating the significant impact of social media in philanthropic endeavors.
The fundraiser ultimately raised over 30,000 dollars going towards Breast Cancer Education and Awareness.
Above are various photos of the event.
Pictured in the top row are members serving food, the Philanthropy Chair Sophia Anagnostou, a Johnny Manziel signed jersey (a raffle item).
Pictured in the bottom row is the winner of the talent section of the previous fundraiser ZTA put on, (Big Man on Campus) Cade Cox.
Additionally, pictured in the bottom row, there are members selling raffle tickets and the warrior room where people can highlight loved ones who had breast cancer.
I had the opportunity to interview Emme Kobdish, one of my roommates and an Assistant on the Philanthropy Team responsible for organizing Queso for a Cause. I sought insights directly from a member of the philanthropy team to gain a deeper understanding of their social media strategy.
Questions Asked:
Do you think the sororities' social media strategy impacted turnout at the event?
Do you think the sorority engaged more with the older generation by additionally using Facebook for fundraising efforts this year?
Why is social media an important aspect of the fundraiser?
Analyzing ZTA’s Fundraiser
In the following sections, I will analyze the fundraiser from the case study above. These sections will outline the reasons behind the effectiveness of different elements of the Queso for a Cause social media strategy and how similar approaches can be adopted by other non-profit organizations.
Discussing Crowdfunding & CrowdChange
Crowdfunding is a method of raising capital or funding for a project, or cause by collecting small contributions from a large number of people, typically via the internet or social media platforms. Instead of relying on traditional sources of funding like banks, investors, or grants, crowdfunding enables individuals, organizations, and businesses to reach out directly to their networks and communities for financial support.
An article from Forbes provides an amazing example of crowdfunding in action. On GoFundMe.com a five-year-old boy wanted to help less fortunate children so he led a 20-minute meditation session and then asked his attendees to donate to the Coalition for the Homeless in his name. This resulted in the boy raising $30,000 for the non-profit (Tabas, 2022).
CrowdChange is a crowdfunding platform specifically designed for use by college students and organizations within college communities. It provides a centralized platform where students can create and manage fundraising campaigns for various causes and initiatives. CrowdChange aims to simplify the fundraising process by offering user-friendly tools and resources tailored to the needs and preferences of college students. Users can easily share their fundraising campaigns across social media platforms, enabling them to reach a wider audience and garner support from peers, friends, family, and alumni. The platform also facilitates communication between fundraisers and donors, allowing for updates, thank-you messages, and progress reports to be shared in real time.
CrowdChange played an integral role in ZTA’s social media strategy as without it, it would not be so simple for potential donors to click on a link and easily donate. However, the members used the platform to their advantage which greatly impacted the fundraiser. For instance, members of the sorority posted various story posts on social media applications such as Facebook or Instagram which allowed their followers to click on the linked CrowdChange without leaving the app to donate and then continue with their scrolling.
This is an example of an Instagram story post with a Crowdchange link attached to it.
Promoting the Physical Event
ZTA, like many other fundraising groups, used social media as a strategic tool in promoting the physical fundraiser itself. By utilizing eye-catching graphics, videos, and infographics, important details were provided, including its purpose, date, location, and the activities that would take place at the event.
An article in Forbes found that “stories, in general, are viewed more than regular Instagram posts. People are more likely to look at stories rather than scroll through an entire Instagram feed” (Tabas 2022). Simply by posting Venmo grids and graphics with links to stories, instead of as a regular post, members were producing more attention for the fundraiser.
Using social media as the primary method to generate knowledge of the event, also allowed for sharability to increase the turnout of attendees. Social media allows for people to share a fundraising event with their networks that a specific fundraiser may not have access to.
In the same article from Forbes, when giving tips for non-profits using social media, it noted that consistent and frequent posting is essential for success on social media platforms. This is because infrequent posting fails to cultivate an engaged audience effectively (Tabas 2022). The marketing team for Queso for a Cause sought to build and maintain a dedicated following by prioritizing regular and continuous content sharing. The team did this by not only being consistent on the aggiezta accounts but also by giving members access to various graphics and sending reminders to post about the event.
Additionally, social media allowed the sorority to provide real-time updates as preparations for the event unfolded. This was displayed by announcing new sponsors, revealing exciting raffle items, and counting down to the event date, which kept their audience informed and engaged in the physical event itself.
Pictured above are various examples of different graphics used in promoting the physical event. Additionally, the aggieztaphil account is linked below the graphics.
Venmo Grids
Venmo grids can be an effective tool for fundraisers, allowing them to collect donations from multiple participants easily while also recognizing the people who have donated. ZTA created a Venmo grid for members to post, linked back to an account made for the philanthropy. This allowed users who found the CrowdChange page too confusing to donate through the app easily. This solved an issue of accessibility as many people already have Venmo accounts and are familiar with the platform, making it convenient for them to participate in fundraisers. In turn, this allowed for larger donated amounts from a wider social media audience.
This is an example of an Instagram story post of a Venmo Grid posted by a member.
Engaging All Generations
A new tactic in the 2024 Queso for a Cause social media strategy was engaging older generations. As previously mentioned, posting to Facebook was encouraged to engage older generations in the event. Grandparents and parents who do not often use or check other forms of social media regularly check Facebook. This greatly broadened the reach of the fundraiser as networks of people who had not been previously reached were now able to access information as well as a direct link to donate online. Even if these connections from older generations were unable to attend the physical event themselves, many still participated in donating and supporting a good cause from afar.
Although not necessarily an older generation, it is important that this section addresses the research done on millennial social media use as it relates to fundraisers. Research demonstrates that “crowdfunding platforms must connect with potential donors through social media because millennials are most likely to embrace social media” (Gosal et al., 2022). Thus the social media strategy of Queso for a Cause directly targeted the millennial generation through utilizing newer apps such as Instagram in conjunction with apps like Facebook, which a handful of millennials still use as their main form of social media connection.
Individual Networking
Research shows that “‘individual fundraisers mainly receive donations from people who are already part of their existing social network of friends, family, and colleagues” (Priante et al., 2022). Members of ZTA each were given the task of setting up a personalized CrowdChange page attached to the main Queso for a Cause CrowdChange. Incentives were provided to encourage members to raise a specific amount of funds, with prizes offered as rewards. This motivated them to utilize their pre-existing networks to raise money through social media for their individual CrowdChange pages.
It is also important that individuals demonstrate their own personal connection to a fundraiser. For example, one of my friends in ZTA shared on social media her personal connection to breast cancer - her mom fortunately was a survivor. Telling a personal story that is honest and genuine about what the nonprofit that the fundraising is supporting can have a great impact on an audience (Ware, 2021).
ZTA’s Prior Social Media Following
Before fundraising for Queso for a Cause, Aggie ZTA had already built a significant presence on social media. Their main Instagram account (aggiezta) boasted 11.6k followers, while the new aggieztaphil Instagram had 500 followers. Research indicates that the size of an organization's social media fan base correlates positively with the donation amounts received through online crowdfunding sites (Priante et al., 2022). Like many other fundraisers, ZTA prioritized increased communication interactions with its stakeholders or followers through social media to drive attention to the fundraiser. While no specific research has been conducted on this event, it's plausible to hypothesize that the social media following on the accounts used to market the fundraiser played a role in the final donation amount.
After the fundraiser, aggiezta had 11.6k followers and aggieztaphil had 888.
Concerns with Using Social Media for Fundraisers
While leveraging social media for fundraising offers various advantages, it also comes with several potential drawbacks, including:
Oversaturation: When numerous fundraisers and campaigns are circulating on social media, there's a risk of having a hard time capturing the attention of potential donors.
During the ZTA fundraiser, two other sororities from the TAMU campus ran social media campaigns to promote their own events, which coincided with Queso for a Cause. This resulted in three different fundraisers competing for attention and donations from similar or intertwining networks.
Credibility: Establishing credibility and trustworthiness can be difficult in an environment where misinformation and scams are prevalent.
Research shows that “intention to donate is significantly affected by perceived credibility” (Gosal et al., 2022). Credibility plays a vital role especially in digital transactions, because users have less control over the transaction compared to traditional methods. Users who perceive an online platform as credible are more inclined to donate (Gosal et al., 2022).
This same study also found that “perceived credibility is affected by both content likeability and social media attributes” (Gosal et al., 2022).
Content Likeability - this involves how relevant, authentic, and engaging the content is.
When content resonates with viewers, they are more likely to perceive it as credible because it addresses their concerns or preferences.
When viewers perceive content creators as trustworthy and transparent, they are more inclined to view the information presented as credible.
Higher levels of engagement can signal to viewers that others find the content credible, contributing to its perceived credibility.
Social Media Attributes - this involves platform reputation, visual presentation, and source credibility.
Different social media platforms have varying reputations for credibility and trustworthiness therefore the platform being chosen to market a fundraiser on could influence how credible donors believe the fundraiser is.
Posts that are well-designed, with clear formatting, professional imagery, and minimal errors, are often viewed as more credible.
Users are more likely to trust content shared by reputable sources or people who have first-hand knowledge about a topic.
For instance, getting a testimonial from a Breast Cancer survivor could help the Queso for a Cause fundraiser gain credibility.
Final Thoughts
Overall, leveraging social media for fundraising can be a powerful tool for organizations to expand their reach, engage donors, and raise vital funds for their causes. The fundraiser Queso for a Cause provided an excellent example of dissecting how fundraisers use every aspect of social media to achieve their donation goals. It is essential, however, to approach using social media for fundraisers strategically, with careful planning, compelling storytelling, and a focus on building credibility with supporters. Much like the quote from Ware at the beginning of this blog post, non-profits must begin to realize that building an excellent social media strategy is the next step in raising funds from the newer generations.
If you are interested in this topic, another interesting case study to look into is the ALS Ice Bucket Challenge. Shown on the right is a video from PBS News Hour exploring how they successfully used social media for fundraising.
CITATIONS
Gosal, G. G., Kenang, I. H., & Tjahjono, L. M. (2022). The Effectiveness of Crowdfunding Promotions on Social Media in Affecting Donation Intention: An Exploratory Survey on Millennials. Binus Business Review, 13(3), 233−240. https://doi.org/10.21512/bbr.v13i3.8468
Nonprofit fundraising statistics to boost results in 2024. Double the Donation. (2024, March 12). https://doublethedonation.com/nonprofit-fundraising-statistics/
Priante, A., Ehrenhard, M. L., van den Broek, T., Need, A., & Hiemstra, D. (2022). “Mo” Together or Alone? Investigating the Role of Fundraisers’ Networks in Online Peer-to-Peer Fundraising. Nonprofit and Voluntary Sector Quarterly, 51(5), 986-1009. https://doi-org.srv-proxy1.library.tamu.edu/10.1177/08997640211057456
Tabas, J. (2022, November 9). How Nonprofits Can Use Social Media to Increase Donations and Boost Visibility. Forbes. https://www.forbes.com/sites/allbusiness/2021/03/06/how-nonprofits-can-use-social-media-to-increase-donations-and-boost-visibility/?sh=1f40e5832bb7
Ware, A. (2021, July 23). 6 ways to use social media to reach your fundraising goals. Lilly Family School of Philanthropy. https://blog.philanthropy.iupui.edu/2021/07/23/6-ways-to-use-social-media-to-reach-your-fundraising-goals/
