Community-Minded Managers

April 29, 2012 by  Top Drawer Creative

As an agency, Top Drawer Creative is devoted to giving back to the community. Nearly half of our clients are non-profit organizations and charities, so we’re constantly honing our skills for the greatest impact in the world of fundraising.

We recently launched a social media division, and attune clients including the Heart & Stroke Foundation and the African and Caribbean Council on HIV/AIDS in Ontario (ACCHO) have signed on with us.

Last month, we attended Social Media Week and honed in on sessions focusing on the effects social media is having on the world of online donations. Here are our take-aways on thingsĀ charities should be doing in the digital space:

1. There is no longer a need to convince charities to be on social media. They all know they should be on it, we just need to teach them what they can get out of it and how to use it most effectively.

2. Over 50% of Canadians maintain at least one social networking profile. The average donor is a woman in her 40s. The average internet user is also a woman in her 40s. Therefore, it only makes sense to tap into the online audience.

3. Charities are most commonly on Facebook and Twitter, but they are now even joining Pinterest. Just imagine how many shares photos of cats who need homes could get!

4. That said, if you are a charity, don’t join Pinterest just because everyone else is doing it! Go where your audience is. If you have 50, 000 fans on Twitter and only 5 on Facebook, it might be time to drop Facebook and put the focus where your audience is.

5. 92% of non-profits in the US use social media even though there is only anecdotal evidence that it is doing good for their company. It is harder to prove that social networks are bringing in money than it is with telemarketing and door-to-door canvasing, but charities all believe social media is making a difference.

6. The average charity gets 10-14% of its donations through the web.

7. Online donations are the fastest growing channel for charities right now. This is over door to door, direct mail, telemarketing, etc.

8. The average amount each online donation is also larger than any other channel.

9. It’s the cheapest method of donation to process and execute. Some charities are reminding people to donate online through offline donation tools because of this reason.

Although social media is an ever-changing world, charities have mostly jumped on board. They’re not sure where they’re going with social media or even how to measure its success, but it’s great to see that they are embracing the future and taking advantage of this new-world audience. Social media is not going away, so it’s best to learn what you can as early as possible.

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