Winners of the 2014 Gold Awards for Fundraising Excellence

By Margaret Battistelli Gardner

The second upgrade was a dedicated direct-fundraising campaign strategy. HRC promoted eight fundraising campaigns in Facebook and Twitter (four in conjunction with email campaigns and four stand-alone social-media campaigns).

“Through previous testing, HRC found that social-media fundraising campaigns were most successful when they included a premium and the fundraising ask provided a low-dollar option,” writes Lindsey Twombly, deputy director of online strategy and social media for HRC.