2014 Gold Awards for Fundraising Excellence Social-Media Mastery Winner

Social-Media Mastery
Putting the ‘Fun’ in Social Media Fundraising!
Human Rights Campaign
(Submitted by HRC)

The Numbers
Recipients: 1,355,848 average
Response rate: 0.35 percent over the year
Total cost: $9,846
Income generated: $60,200
Average gift: $12.64
Cost to raise a dollar: $0.16

If any organization’s social-media strategy has reached the mastery level, it’s the Human Rights Campaign. You do remember the HRC profile photos that turned Facebook red in March 2013 when two landmark marriage-equality cases reached the U.S. Supreme Court, don’t you?