We Are For Good Podcast - The Podcast for Nonprofits

278. Social Fundraising: How to Find New Audiences + Grow Recurring Donors - Maria Clark

May 30, 2022

Maria Clark, the Executive Vice President of Partnerships and Chief Evangelist at Good United, shares her insights on social fundraising and nonprofit engagement. She discusses the transformative shift from traditional methods to 1:1 messaging on social media. Maria emphasizes the importance of understanding and empowering followers, leveraging technology to enhance donor relationships. Listeners will learn how community dynamics drive fundraising success and hear inspiring stories about emotional connections in donor engagement. Get ready to rethink your fundraising strategies!

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INSIGHT

The Third Wave Of Giving

Social media enables real-time conversations that replace many in-person asks.
Use social channels to build emotional connections at scale.

ADVICE

Treat Social Fundraising As Core Revenue

Treat social fundraising as a new revenue stream and research platforms before launching.
Build staff, CRM, and marketing infrastructure to scale challenges and birthday fundraisers.

ADVICE

Use Messenger For Stewardship

Get supporters to opt into Messenger for one-to-one follow-up and coaching.
Use Messenger's high open rates to convert transactional donors into repeat supporters.

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Meet Maria. She's on a mission to deploy data science + human judgment to democratize the nonprofit supporter experience. Her org, GoodUnited, has helped missions raise more than $500M via peer-to-peer platforms online. Today they're powering the third wave of giving as the sector moves from online giving and email to 1:1 conversational messaging and engagement on social media. If you're trying to make social engagement more human + steward creatively, this is the episode for you🤔🎧

💡Learn:

How to engage with supporters in the digital spaces they already frequent
Cultivating recurring relationships + capturing new digital audiences
How nonprofits can make concentrated efforts to understand, inspire, and raise their relationships with social supporters starting with automated conversational messaging
Leveraging social media to better steward followers and supporters

EPISODE HIGHLIGHTS

Maria’s story and journey to where she is today (3:00)
Overview of social fundraising (6:00)
How this can de-risk your mission and add stability to your organization (11:00)
Tips for how to know your followers, and then engage + empower them (17:00)
Fundraising, coaching, and engaging through Facebook Messenger (24:00)
Case studies of who is doing social fundraising well (27:00)
Stewardship and donor cultivation following the social fundraising events and challenges (30:00)
A powerful moment of philanthropy in Maria’s life (33:00)
Maria’s One Good Thing: Take a step back and think big. (39:00)

For more information and episode details visit: www.weareforgood.com/episode/278

About Our Sponsor Virtuous
You know we believe Everyone Matters - and we’ve witnessed the greatest philanthropic movements happen when you SEE and activate donors at every level. Here’s the thing, Virtuous created a fundraising platform to help you do just that. It’s much more than a nonprofit CRM. V

About our Sponsor Givebutter 💛

Nonprofits use Givebutter to bring together multiple categories of tools, including mobile-friendly donation forms, fundraising campaigns, events, auctions, email marketing, a built-in CRM, and so much more. Head to givebutter.com/weareforgood to sign up for your free account today and get started in minutes.

Thank you to our partners 🩵

Big gratitude to Givebutter, RKD Group, DonorDock, Feathr, Whiteboard and Sowen for their partnership in growing the Impact Uprising. If you’re searching for a new CRM, tech tool, brand partner, direct mail partner, or impact strategist— we’d love for you to start with our trusted recs. We’ve vetted them so you don’t have to. Head to weareforgood.com/recs to learn more.

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