Understanding the New Breed of Digital Donors and How to Maximize Your Fundraising Through Their Networks
As Carolee drove away she started to wonder if she would ever actually see her $207 again and, being an active Facebook user, on arriving home she right away shared the story of what had happened with her online network of Friends. Those Friends then started to add to her real-time online story, reassuring her that she had done a good thing and that it was sure to be repaid.
And so it was — with a check arriving not just for $207 but for $300, including a $93 “thank you” gift. Carolee was surprised by this reciprocal generosity and at first decided to return the unexpected $93. However her Facebook Friends, who were by now part of this story, proposed she donate it to a nonprofit instead. They even suggested which nonprofit — the local Second Harvest Food Bank. Carolee liked this ‘Friend generated’ idea so much that she decided to match the $93 windfall donation with $93 of her own. Then, as is the way with social networks, as she shared this idea her Facebook Friends agreed to follow suit and by the next morning they had together collected over $1,000.
Encouraged by this, Carolee then set up a Facebook Page — the 93 Dollar Club — and so the story continued to grow, not just through Facebook but being picked up and given massively greater reach by traditional news media too. Indeed, so much did the story grow that if you take a look at Carolee’s 93 Dollar Club page today you’ll see that the total raised has now gone from $93 to more than $23,000 — in just a few months!
Do take a moment to visit the 93 Dollar Club Facebook page and take a look at what this new breed of fundraising looks like. On it you’ll see contributions from an incredibly vibrant community of people, sharing ideas for fundraising and plans to expand the whole 93 Dollar Club concept to support other Food Banks across the country. A true community, focused on fundraising, yet entirely inspired and organized by each other rather than any particular nonprofit’s fundraising team.