Old Fashioned Perceptions - Social Media … Provide brief communications only; Lack depth of discussion (something required for major gift fundraising); Focus only on younger donors; Generate small, “quick” donations versus meaningful, five-figure+ commitments.
1. “Brief” Communication Can be Helpful if You Want to … Build awareness and general knowledge; Provide quick updates and keep in touch; Steer donors to sources of more information (like your website, GuideStar, Charity Navigator).
2. Major Gift Fundraising Requires …
Depth of research, discussion, and adequate time for consideration;
Confidence in your organization’s abilities;
Understanding of the need, and desire to be part of the solution;
Remember … “major gift” traditionally means five-figure and larger commitments, mostly made by individuals.
How Can Social Media Support Major Gift Fundraising?
Detailed, comprehensive information is traditionally required;
Idea! Post detailed documents and slide presentations on userfriendly sites like: - Dropbox - Google Docs - SlideShare … and others.
3. Major Gift Prospects
“Golden age of philanthropy” – the time when people generally consider significant donations – is when they reach age 60.
Major Gift Prospects
While more than 80% of charitable donations are made by individuals, don’t forget …
Corporations and foundations are also major gift prospects - their representatives are of all ages.
Are Social Media Only for Young People? Facebook’s largest user group is aged 35-54 (it once was 18-24);
Facebook 55+ users grew from 950,000 to 5,900,000 in only 6 months. (iStrategyLabs, January, 2010)
Are Social Media Just for Young People? The “major gift donor” age group is using Facebook and probably, other social media. This trend is likely to continue.
4. Do Social Media Only Generate Small Gifts? Possibly, if you are only looking “short term,” or you might … Start the major gift cultivation process by securing a small donation via social media, then use social media to … Research, educate and cultivate prospective contributors over time, leading to a significant “ask.”
If You Need Millions … You can conduct a well planned social media e-campaign to secure “crowdfunding” (with the help of companies like Convio and Charity Dynamics), and/or … You can identify capable prospective major gift donors, educate and cultivate them via social media and other means, then …
“Fishing” for Major Gift Prospects Reel them in! Once you have their attention, approach prospective
donors in “traditional “ ways like private meetings, case statements, grant proposals, etc. ~ and secure major gifts.
Think Smart Traditional fundraising is evolving;
“Fundraising is profoundly multichannel” (Convio, March 2010); Social media should be part of your “donor communication toolbox”; But don’t forget – effective major gift fundraising still involves in-depth discussion and “in-person” relationship building!
E-mail: cappleton@earthlink.net WordPress blog: http://carolynmappleton.wordpress.com/ This presentation may be found on SlideShare (http://www.slideshare.net/CAppleton/2010ntc-affinity-group-i-major-gift-fundraising-and-social-media-appleton). Thanks to Microsoft Office Online for images reproduced herein. Anonymous “Flat Earth” woodcut is from Wikipedia (Camille Flammarion).