With the number of online donations steadily increasing, charities are right to think there is a huge opportunity for digital marketing and online fundraising. It's never been easier or more cost-effective to build up a pool of supporters than with social media like Twitter, Facebook and LinkedIn.

So, it's only logical to assume that those new supporters would also be willing to donate to your nonprofit's cause. But unfortunately that's not proving to be true, and many fundraisers are frustrated by the lack of donations coming from social media. 

Great tool for the right purpose

At the International Fundraising Conference a few months ago, Elmer Sotto, head of growth for Facebook Canada, stated that Facebook "is not simply a tool for fundraising. If you think it is, you've missed the whole thing. It's a means to build a relationship." Exactly.

Facebook is great for getting new supporters through ‘likes' for your cause. The recent launch of Non-Profits on Facebook makes it even easier for charities to access resources and get fans. But clicking a button to "like" something is very different from giving your own money to it.

That's the gap that nonprofits need to bridge - how do you get people to go from supporting you on Facebook to supporting you financially?

Unfortunately there is no easy answer. Getting people to give your charity is about building relationships. If you can get people engaged in your work, that will help them to understand the difference a contribution can make.

How can nonprofits get the most out of Facebook?

Social media is meant to be just that - social. Charities need to engage in a dialogue with their online supporters. Get their feedback, invite them to see your work, involve them in events. These are all ways of warming people to your cause so that they will be more likely to donate.  

You need to tell them your story and take them on a journey. And don't be afraid to ask for donations through other giving portals. Social networking websites like Facebook only account for 10% of online donations, with only about 6% of people who "like" a cause going on to donate. A recent study shows that few people give big money on social networking sites.

Charity websites, by contrast, account for 64% of all online giving. Direct people to your website to learn more about your cause and how they can support you.

So, while Facebook is not primarily for fundraising, it can still be a highly effective tool for charities looking to get more supporters. Build new relationships on Facebook but think about asking for money in different ways.

Jeremy Douglas is Director of Advice for Good, a fundraising consulting organization that works with nonprofits to help them achieve sustainable growth. Jeremy has experience in all areas of fundraising and has worked for and advised nonprofits in Canada, the US and the UK.

He is certified in legacy administration and has an e-marketing award from the Chartered Institute of Marketing (UK).

Contact Jeremy