February 2025

Mohammad Anas Wahaj | 26 feb 2025

Online giving and fundraising are an important component of nonprofit functioning in the tech-enhanced environment. Social media is an important tool in online fundraising strategies of nonprofits. The Blackbaud Institute's '2023 Trends in Giving Spotlight' report finds that online giving amounted to an estimated 12% of all nonprofit fundraising in 2023. According to the research study, 'Message Content and Diversity as an Effective Nonprofit Fundraising Strategy on Social Media', by Prof. Abhishek Bhati of Bowling Green State University and Prof. Diarmuid McDonnell of University of West Scotland, published in Nonprofit and Voluntary Sector Quarterly (December, 2024), 'When nonprofits use multiple strategies during their online fundraising campaigns, such as thanking donors for their support, telling the public about their missions and conveying how they are helping people, they receive more donations than if they stick to only one kind of post.' Prof. Bhati says, 'Previous research ['The Role of Social Media in Nonprofit Organizations' Fundraising' by academics from University of Burgos (Spain) - Teresa Elvira-Lorilla, Inigo Garcia-Rodriguez, M. Elena Romero-Merino, Marcos Santamaria-Mariscal], including our own, has found that when nonprofits frequently post on social media platforms, they can encourage donations by engaging followers as well as their extended networks. Taking the strategy our study supports - making different kinds of posts - could help nonprofits beyond simply getting more donations. We suspect that it may also reduce donor fatigue.' Read on...

The Conversation: Nonprofits get more donations when they vary their Facebook fundraising messages - New research
Author: Abhishek Bhati

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