Your event participants are driving donations from Facebook and are using smartphones and tablets to lead the pack in fundraising success.
After a period of hesitation to adopt social media, it's refreshing to see charities and nonprofits now discussing how to integrate social media into successful campaigns across multiple fundraising channels.
The charitable sector is rapidly discovering that "multi-channel" online fundraising strategies are often the strongest.
There's one particular area where social media has been especially helpful in raising more money online: The world of event fundraising, also known as "peer-to-peer" fundraising!
When it comes to runs, walks, rides and other similar "a-thon" events, social media is a valuable tool in any event manager's resource kit.
We serve about 500 charities and nonprofits in North America, the UK & Australia, and have noticed some interesting trends about how event participants and donors are using social media for fundraising.
Currently, Facebook is a top referrer to fundraising and donation pages on our system: 14% of traffic across our platform is driven from Facebook (Over 2% of that number is mobile Facebook alone).
You might be noticing Facebook's referral numbers in your own website statistics. For many organizations, Facebook is a top referrer outside of direct traffic and search.
YOUR SUPPORTERS & DONORS USE FACEBOOK
Traffic referral statistics are interesting, but what do visitors do when they reach your website?
When we drilled down into the numbers we noticed a surprising fact ... In this year's peer-to-peer events, 15-18% of donations were directed from Facebook. Those are donations that were completed on our system after a donor clicked from a link inside Facebook.
The insight is clear ... While Facebook may not be a top channel for direct donations, it performs extremely well when friends are asking their personal networks to pledge them in a fundraising campaign.
Are you aware where your donors are coming from? How do your supporters use web, social & mobile devices to fundraise for your cause?
You may already suspect that your event participants and fundraisers are using mobile devices and social media to spread the word about your cause, but are you aware how pervasive this trend already is?
We found that in "pledging" events like run, walks, and rides on our system, 10-17% of participants were logging into their fundraising website via a mobile device like a smartphone or tablet.
When your supporters are asking their friends and families to pledge them in an event, they are no longer just sending requests from laptops and computers! It's important to recognize that your online fundraising pages should be optimized for the mobile web.
YOUR MOBILE PARTICIPANTS LEAD FUNDRAISING
What's more, in the last 12 months we've learned that participants in your fundraising campaigns who use mobile devices raise 2.5x more than participants who do not.
Whether it's accessing mobile web fundraising pages, or using a complementary mobile fundraising app, participants on smartphones and tablets are leading the pack in fundraising success!
With AFP and Kaptivate's "Ready, Set, Go Mobile" study indicating that the non-profit sector is experiencing a 24% decrease in text-to-donate programs, and a 27% increase in mobile web sites, this insight seems right on trend.
If you are currently planning a peer-to-peer fundraising event, have you considered how to reach out to your supporters on mobile devices and social networks like Facebook?
Whether you're managing a 10K fun run, national cycle-a-thon, virtual event, or a creative campaign of own, don't miss the opportunity to give your participants a truly multi-channel fundraising experience.