Copy the link to learn more on our site: http://www.mdgadvertising.com/blog/2012-it-was-a-very-good-year-for-social-giving - Just as social media has changed how we live, it’s now transforming the way we give. In fact, raising funds through social media networks was so popular and prevalent this year that the charitable giving concept is now widely referred to as social giving. To outline the growing popularity of social giving, MDG Advertising developed an in-depth infographic that covers the gifts, groups, and givers engaged in digital donations. From the most popular platforms and profitable tactics, to the growth of online movements and the rise of the crowdfunding culture, check out the following infographic to see how social giving is really paying off. The infographic opens with a look at online giving and reveals the channels that charities leverage most. It shows that Facebook is favored by 98 percent of nonprofits, followed by Twitter trusted by 74 percent, YouTube utilized by 66 percent, and LinkedIn used by nearly half of charities. Interestingly, individual donations are the most requested and received by these foundations on Facebook. After showing the sites for social giving, the infographic features details on donors. Today it’s trendy to donate online and more and more young people are willing to give. As a result, networks make it easy to contribute with a click, such as Facebook’s addition of donations as an option in Facebook Gifts. This popularity is proven by the rising amount of the average social giving donation each year. Friendly persuasion also comes into play, with a friend’s mention of their donation leading 68 percent of their contacts to learn more about the foundation and 39 percent to give to that charity. Even just promoting fundraising events on social networks can raise funds, with Twitter mentions yielding up to 10 times more money. The graphic goes on to cover the viral value of online movements like #GivingTuesday. Similar to shopping-centric events like Black Friday, #GivingTuesday is the name given to the Tuesday after Thanksgiving where foundations worldwide reach out to their social media followers for online donations. This year’s event earned $10 million in that single day, which was more than 50 percent higher than last year’s total. Along with online social movements, the state of social giving is being shaped by Web-based crowdfunding platforms. There are currently more than 500 crowdfunding platforms worldwide and the rapid rate of industry growth is only matched by the rising amounts they raise, as seen by the 91 percent increase in the sum of funds collected in 2012 over last year. To learn more about raising funds through social media networks and how to incorporate social giving and crowdfunding into your fundraising strategy, contact MDG Advertising today at 561-338-7797 or visit http://mdgadvertising.com.

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It Was a Very Good Year for Social Giving
Social media is becoming an integral part of fundraising and donations.
Raising money for good causes through social media has more than doubled in the last 5 years.
With the ever-increasing usage of social media and the viral nature of online events, such as
#GivingTuesday, social giving is becoming very popular and effective among nonprofits.
CHARITABLE GIVING ONLINE
Friends and followers share a great deal of information and content with each other on social networking sites,
which gets passed on and becomes visible to many. In fact, shared content makes up more than 10% of all
Internet traffic, and it accounts for nearly half of all search traffic, according to Share This. As Facebook is the
leading channel for shared conent, it’s no wonder that nonprofits have made the most effort to build a presence
on the site and spread their fundraising message.
Nonprofits have A strong presence on Facebook, Twitter, and YouTube.
strong a
Percentage of Nonprofits on Social Networks:
98% 74% 66% 48% 32% 26%
Fundraising on Facebook
For nonprofits, the most common fundraising tactic on Facebook is to ask for an individual donation.
Top Fundraising Tactics on Facebook
Individual Donation Event Fundraising
33% 20%
Causes Peer-to-Peer Fundraising
17% 11%
SOCIAL MEDIA DONORS
Social networking sites’ users have responded to the growing presence of nonprofits and the expanding trend
of young donors. In October 2012, Facebook added the charitable donation option to Facebook Gifts, making it
easier for users to give. The long list of participating nonprofits at Facebook Gifts’ launch included:
NOTE
The average donation through
social media increases each year.
2012 $59
2011 $55
2010 $38
Social Endorsement
If a friend posts a charitable donation on a social media site, people tend to:
Take time to learn more about a charity if they see a friend posting about it.
68%
Ask the friend for more information about the cause.
58%
Have more respect for a friend that posts about a charitable donation.
51%
Would donate.
39%
Would repost the donation request.
34%
Would do nothing.
10%
To Tweet or Not To Tweet
Incorporating social media can dramatically benefit a fundraiser, with the addition of Twitter GENERATING
ALMOST 10 TIMES MORE MONEY RAISED.
Average Fundraising Goals Average Total Online Donations
NOTE
$256.72 $225.90 $161.30 is the
average value of a
$161.30 Facebook like for a
$70.55 nonprofit over 12
$22.97 months. This number
climbs to $214.81
when combined with
other channels.
With Twitter Without Twitter With Twitter Without Twitter
#GIVINGTUESDAY
Social giving has breached a new frontier with #GivingTuesday. Following the shop-happy holidays of Black Friday
and Cyber Monday, the Tuesday after Thanksgiving has become a charitable movement powered by social media.
In 2012, the holiday brought in $10 million in online donations, a 53% increase over the same day in 2011.
On #GivingTuesday 2012, organizations around the world used social media
sites to reach out to their followers and saw some impressive numbers.
Total amount raised Tuesday after Thanksgiving, 2011
Total amount raised Tuesday after Thanksgiving, 2012 $6,720 NOTE
$3,305 $1,875
$620 $784
$0
$62 $101.60
The Fishing School, Manna Food Project Hope,
youth development Center, food international Normal online #GivingTuesday
charity bank health charity donation donation
average average
ADDRESSING THE CROWD
Online crowdfunding platforms, such as Kickstarter and Indiegogo, have made a tremendous impact on the
online fundraising world, and both industry growth and total amounts raised continue to be bigger and
better than the year before.
Year-Over-Year Industry Growth Growth and Total Amount Raised by Crowdfunding Sites
80% $4 Billion
By the end of
60% The amount
2012, there will of money
be an estimated 60% 54% 2.81 B $3 Billion raised
536
crowdfunding 45% 47% through
crowdfunding
platforms sites during
40% $2 Billion
around the
world, and the
1.47 B 2012 is
estimated to
year-over-year
industry growth 20%
854 M be 91% higher
than 2011.
is increasing. 530 M $1 Billion
0% $0
2009 2010 2011 2012
SOCIAL GIVING TIPS
When nonprofits were asked what the reasons were for their success using social media, they provided 3 clear
responses, according to the 2012 Nonprofit Social Network Benchmark Report.
41% 37% 28%
2012
BENCHMARK 1 Coming up with a 2 Having executive 3 Dedicating a
REPORT detailed social
media strategy.
management
make social media
current or new
position specifically
a priority. to social media.
3 trends to watch for, according to the benchmark report, are:
Monetization of Facebook
More nonprofits will look to use the most popular social networking site, Facebook,
to raise money.
Success of Google+
Google’s social networking site will help social giving by allowing nonprofits to
integrate their pages with other Google features, such as mail and documents.
Twitter Evolution
With large followings, most nonprofits will take better advantage of communicating
their fundraising needs, as Twitter hashtags become an increasingly reliable way to
spread the word about charitable causes and needs.
SOURCES: NONPROFITSOCIALNETWORKSURVEY.COM, ONLINEGIVINGSTUDY.ORG,
BLACKBAUD.COM, UNFOUNDATION.ORG, PHILANTHROPY.COM, NPENGAGE.COM,
MASHABLE.COM, SHARETHIS.COM, CROWDSOURCING.ORG