Winners of the 2014 Gold Awards for Fundraising Excellence

By Margaret Battistelli Gardner

In 2013, Facebook and Twitter were an integral part of HRC’s overall, multichannel fundraising program. To strengthen its ability to turn social-media “friends” into donors, the organization last year added two important elements to its social-media strategy.

The first was an emphasis on prospect recruitment by providing thoughtful and unique ways to engage (contacting legislators, for example), which led to prospects sharing their contact information with HRC. Those prospects then went into the mail and email appeal streams and, as of August, had donated $150,000 through HRC’s various fundraising channels.