How to find supporters for your charity on social media
Rotary Club of Grantham
used social media to identify and bring together key supporters around the
world to launch a successful campaign – without spending any money
People often unite on social media
because of a common interest or goal – providing an unrivalled opportunity for
charities and social enterprises to connect with people who share their values.
So how can organisations make the most of that opportunity and attract new
donors and fundraisers to their cause?
In Friends with Money – our free guide to
fundraising on social media published in partnership with
Justgiving, we explain how
social media provides a valuable set of tools that help facilitate
the entire fundraising process, from identifying new potential supporters and
cultivating relationships, to asking for donations and saying thanks.
Here is a case study how one charity
has used social media to identify and join together key supporters around the
world in order to launch a successful campaign – without spending any money.
The Rotary Global Swimarathon
For over 23 years, the Rotary Club of
Grantham, England has held an annual Swimarathon to raise money
for local charities. Inspired by the 2012 London Olympics, the club set out to
take their event global and break a Guinness World Record.
A team of three club members took to
social media, using Facebook to cross time zones and language barriers. They
searched for key contacts through “interest indicators” such as likes, comments
and shares on Facebook and the Rotary hashtag on Twitter. They tapped into
existing Rotary networks on Facebook and Twitter, pinpointing enthusiastic
contacts. Then, they shared a goal with their new contacts: break a world
record and raise money for Rotary International’s ‘End Polio Now’ initiative at
the same time.
Paul Wilson, global event
co-ordinator for the Rotary Club of Grantham, says: “These contacts became our
champions, driving events forward locally in each club, region or in some
cases, at the country-wide level.”
That year, over 4,546 swimmers in 23
countries took part in a world record breaking simultaneous swim, raising over
£60,000 for End Polio Now.
A simple message
Today, the Rotary Club of Grantham
continues to use social media to increase participation in the annual event.
They host Facebook discussion groups to exchange event ideas and best practice,
and offer awards to the highest-grossing clubs, inspiring local groups to seek
out as many swimmers as possible.
Sharing videos, images and
inspirational stories from around the world also helps show new potential
supporters how they can help eradicate polio by taking part in next year’s
event.
The message is simple: gather a
crowd, have each person do a little bit, and make a huge difference. “It’s that
feeling of being part of something much bigger that really encourages people to
join in with us,” says Wilson.
By identifying and inspiring
enthusiasts on social media networks, the Rotary Club of Grantham turned a
local fundraiser into a global movement. Since 2014, the three Swimarathons
have raised £350,000 – providing 1.2m polio vaccinations around the world.
Why it works
Fundraising success doesn’t usually
happen overnight. But, by tapping into existing networks on social media where
people share common values with your organisation, you build up advocates who
will help you spread awareness and interest gradually.
“The Rotary Global Swimarathon worked
so well because they took the time to build and nurture relationships, using
Facebook as a way to collaborate with fellow Rotarians,” says Kirsty Marrins,
content and community manager at JustGiving.
She says that the Rotary Club’s
identification strategy flourished because they had a motivational hook, a
common goal, and they told stories to position the event as a global challenge
anyone could be a part of.
Three lessons
There are three things you can come
away with ……… CLICK http://www.theguardian.com/voluntary-sector-network/2014/nov/26/social-media-supporters-charity-rotary-swimarathon for more
