Today’s lesson was in Social Apps and Charitable Giving. Presenters Christi Woodworth of Sonic Drive In and Erin DeRuggiero of Social Reality led a conversation around how organizations can use social media to drive philanthropy. This session included discussions on online giving, contests and the actual level of engagement between organizations and supporters.
Woodworth and DeRuggeriero facilitated the conversation nicely. They were all ears to the concerns of non-profit organizations and brand marketers and were able to provide positive and informative responses. For every question asked, their companies donated $10 to that person’s charity of choice.
Data shows that people are becoming more and more comfortable with online giving and mobile payments, and application developers like Causes on Facebook are making it easier for donors to give. However, non-profit organizations should always keep their target audience in mind when planning their social media strategy. For example, text-to-give campaigns have been highly successful in natural disaster cases but less successful with causes that have been around for a long time.
Many businesses conduct “Like Us on Facebook” contests. For every “like” they receive, they’ll donate an “X” amount of dollars to a charity. It is trendy, but it’s also controversial. And, there are Facebook terms that businesses need to be aware of.
Online giving and mobile payments are a convenient way for donors to give, and it might be the initial contact that many organizations and businesses have with them. Therefore, non-profits and businesses need to find ways to deepen that relationship. For starters, say “thank you.” And, don’t forget to report back to them. Let them how their donation is making a difference.