Understanding the New Breed of Digital Donors and How to Maximize Your Fundraising Through Their Networks

And so it was — with a check arriving not just for $207 but for $300, including a $93 “thank you” gift. Carolee was surprised by this reciprocal generosity and at first decided to return the unexpected $93. However her Facebook Friends, who were by now part of this story, proposed she donate it to a nonprofit instead. They even suggested which nonprofit — the local Second Harvest Food Bank. Carolee liked this ‘Friend generated’ idea so much that she decided to match the $93 windfall donation with $93 of her own. Then, as is the way with social networks, as she shared this idea her Facebook Friends agreed to follow suit and by the next morning they had together collected over $1,000.