Making Event Participants More Successful With Social-Media Tools
Participant and donor profiles using social media
By analyzing event data and providing profiles of which participants make the best use of social media, event organizers can better plan how to be more successful in the future when implementing these online tools. Our research identified the following trends:
- Event participants who take the most advantage of social-media tools are consistently among the top fundraisers.
- Individuals who are most involved with an organization are most likely to use social-media tools for fundraising.
- When more preparation is required for an event, participants are more likely to use social-media fundraising tools.
- On average, 75 percent of donors attracted through social media are new to an organization, versus about 50 percent of all donors in support of participants.
The research conducted by Charity Dynamics and Blackbaud provides the latest evidence that social media is, indeed, making a difference in the overall success of nonprofits’ special-events fundraising. Because of the growing popularity of social media tools like Facebook, Twitter and YouTube, more people are learning about special events, new donors are participating and a larger number of supporters are getting involved in online fundraising. Nonprofits that continue to assess how to best incorporate social media into their event strategies stand to benefit the most and generate new levels of success to support their causes.
Donna Wilkins is president of Charity Dynamics. Mark Davis is director of technical solutions at Blackbaud. Download the full research paper, “Making Event Participants More Successful With Social Media Tools,” here.