Making Event Participants More Successful With Social-Media Tools

When considering an individual’s more loosely defined list of social-networking “friends” versus a handpicked list of personal e-mail contacts, it’s not surprising that conversion rates on Facebook and Twitter more closely align with a general online fundraising solicitation.

Another concern shared by nonprofits is whether social media might replace e-mail as a fundraising solicitation tool and/or cannibalize fundraising that’s already taking place online. In fact, our research indicates just the opposite. Most participants tapping in to their social networks for fundraising actually sent more e-mails than their peers who were not using social networks. This observation demonstrates that participants were using social media effectively along with e-mail.