Then there was the registry donation page, which allowed donors to choose where their donations went: the general fund, foster care children support (food, clothes and shelter), or generators to combat the blackouts. There also was an About Us page, detailing the organization and sharing more compelling photos, as well as another page going into more detail on the Sandy fund, including more donation descriptions and links to the donation registry.
“More and more of our donors are choosing to make their donations online, so it was important for us to essentially be where our donors are. It also provided us with the ability to create really appealing, compelling fundraising content online,” Malichio says.
“[The] platform allowed us to post pictures of the children and families in our care and really tell our story in a way that explained to people why the money was needed and how it would be used,” she adds. “This helped donors connect and really feel that they were making a difference, which is so important.”
From there, it was all about marketing and sharing. The Foundling created an ad block on its homepage publicizing the Sandy fund and sent out messages via Twitter and Facebook, which all linked to the crowdfunding campaign. Then, everything the Foundling did on social media was complemented by e-blasts to its list, Malichio says, to keep donors updated on how their support was helping.
On top of all that, the Foundling was fortunate enough to be endorsed as one of singer Beyoncé Knowles’ “Ten Ways You Can Help After Hurricane Sandy” blog post. As you can imagine, the celebrity endorsement didn’t hurt either.
In short order, the Foundling was able to raise $20,000 for the campaign and quickly release the funds to approximately 40 families in need who care for about 100 children, Malichio says.