Social media’s strength of sharing messages has had a huge impact on charitable giving. Twitter gives nonprofits the means to share and promote, with great success.
Social media has become such a successful tool for fundraising that the strategy is now referred to as social giving. One highly visible form of this growing trend is #GivingTuesday, which takes place the Tuesday after Thanksgiving as a more altruistic day in the sequence of more consumer oriented shopping days beginning with Black Friday. As data from MDG shows in their Social Giving report, in 2012, #GivingTuesday experienced $10 million in online donations - a 53 percent increase from 2011. The normal online donation average is $62, but hit $101.60 on #GivingTuesday this year. According to the MDG data, Twitter has a dramatic effect on total money raised - fundraisers generated nearly 10 times more with the use of Twitter.
A booming trend with the help of crowdfunding platforms
Nonprofits have high presences on Facebook, Twitter and YouTube, and play upon the strengths of each of these networks. 99 percent of non-profits are on Facebook, 74 on Twitter ad 48 on YouTube. However, the development of crowdfunding platforms such as IndieGogo and Kickstarter has recently played a major role in the development of social giving. In 2009, $530 million were raised through crowdfunding platforms, compared to $854 million in 2010, $1.47 billion in 2011 and $2.81 billion in 2012. According to the MDG, the amount of money raised through this type of site in 2012 was 91% higher than in 2011. This trend is likely to keep increasing since crowdfunding platforms are blooming all around the globe – there should be almost 536 crowdfunding platforms total by the end of 2012.
Social sharing of donations affects 90 percent of connected users
Crowdfunding platforms are also impacting consumer behaviors and practices, and social media users have become very responsive to fundraising campaigns, and more likely to donate. Healthy majorities investigate the charity if they see a social post about it (68 percent), or ask the friend directly about the cause (58 percent), and “have more respect for a friend that posts about a charitable donation (51 percent). A significant amount of people will take further action - 39 percent would donate, and 34 percent would repost the donation request. Only 10 percent would not do anything after seeing that their friend donated to a charity.