When non -profit organizations apply several strategies during their online fundraising campaigns, e.g. B. Donors for his or her support, the general public of their missions and convey how they assist humans will receive more donations than in the event that they only adhere to a type of post.
This is what I’m, a non -profit management professorfound after implementation a study with DIARMUID MCDONNELLA Scottish statistician.
We found this out after we analyzed data from 752 non -profit organizations Omaha givesAn online fundraising event in 2015 and 2020. During the review of the Facebook posts that were shared during these events that were discontinued since then, we saw that these appeals fell into six categories:
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Favored: Explain how the group helps people.
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Goals: Encourage donors to attain a donation goal.
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Gratitude: due to the donors on your gifts.
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Mission: concentration on how the organization helps people.
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Social media engagement: ask the donors to share the contribution or change your profile picture to extend the campaign.
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Request: ask for donations.
We even have the scale of the budgets of the non -profit organizations what they do, how long they’ve put into operation, their previous experience in online fundraising, the entire variety of likes of their Facebook profiles, the variety of contributions they in the course of the fundraising Events made and the way often these contributions were shared. The effects of a mixture of fundraising messages were consistent no matter these other aspects.
In addition to the determination that the usage of several types of messaging works best, we found that non -profit organizations, in the event that they often share gratitude messages or emphasize their goals, are likely to collect extra money than in the event that they only ask for donations.
Why is it essential
Previous studies, including our ownfound that when Non -profit organizations often publish on social media platformsYou can promote donations by involving each trailers and their prolonged networks.
The strategy that supports our study – making several types of contributions – could help non -profit organizations to easily receive more donations. We suspect that it might be too Reduce the fatigue of the donors. This signifies that it could possibly be less likely that donors aren’t any longer overwhelmed by the repetition of the identical inquiries that they don’t support a bunch that they earned earlier.
The online donation has develop into more essential in recent times. It was an estimated 12% of all non -profit fundraising In 2023 is the last 12 months for which data is obtainable. Social media campaigns are one Important a part of the net donation strategiesAlthough non -profit organizations still collect quite a bit extra money via e -mail.
What is just not yet known
It is unclear how much of what we found is restricted to Facebook. We had investigated fundraising data from Other social media platformsThe results might have been different. We also didn’t evaluate the opposite fundraising campaigns of the non -profit organizations, e.g. Direct promoting.
We need to perform a future study wherein each offline
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