GivingTuesday builds upon success in Canada
GivingTuesday is one of the examples I use in my chapter on social media in Excellence in Fundraising in Canada: Volume 2.
So after two successful years as the official start of the giving season in Canada, this initiative looks well on its way to being a critical piece of a charity’s end of year fundraising.
I’ve learned some interesting facts from Sean McCormick, Vice President, Canadian Business Development at Artez Interactive who said, “We’ve had a chance to crunch some #GivingTuesday numbers and it was an amazing success across North America last week. Donation volume across all of our platforms was up 30%.”
For Artez clients in Canada, the average GivingTuesday donation was $139-that’s close to double last year’s $75 average.
The most engaged Canadian cities were:
- Toronto
- Ottawa
- Calgary
Facebook dominated as the social fundraising vehicle of choice since it lead to 85% of donations via social media.
Referrals from Twitter placed a distant second at 9%.
Results consistent with others in Canada
These results are consistent with great numbers reported by CanadaHelps.
So no matter what platform you may prefer, it appears worth working GivingTuesday into your 2015 online fundraising strategy.
Facebook is great for social fundraising
These numbers reflect what I’ve been hearing for some time.
The best choice for social fundraising is Facebook.
I suspect that’s because of that platform as being primarily a place where you connect with family, friends and other trusted people. It also provides the best way to develop relationships with donors through liking, sharing and commenting especially if you are interacting with your Facebook fans. Better still, an active, engaged Facebook page develops a sense of community that heightens a person’s sense of attachment to an organization.
The huge numbers of folks using Facebook taken together the with a cause that touches people’s hearts, makes it fertile ground to initiate online giving.
Is there room for success on other platforms for social giving? Likely yes but most organization’s are still working to figure out the ingredients in their secret sauce recipe.
I’d love to hear from you about any fundraising campaigns where another social media was used success. Please share below.
