Social Emerges as Online Giving Driver for 2011
As social networking is exploding, peer-to-peer giving is emerging as a compelling driver of social impact online. In fact, Network for Good finds that Social Giving was the only giving channel to see strong growth in both Q1 and Q2 of 2011, compared to the same periods in 2010. Cause marketing programs that leverage social networks for social good or include a social web component are growing in popularity and demonstrate the potential of fun, interactive and storytelling elements as enhancements to consumer engagement.
Social Giving is driven by giving events (such as giving challenges and cause marketing campaigns) that rally vast networks to drive donations and by personal fundraising campaigns where individuals ask friends and family to support their favorite charity. Examples include the ‘Wish’ feature on Causes on Facebook, a tool that allows users to set up a personal fundraiser for a special event (such as a birthday), and the ‘Start Your Own Fundraiser’ feature on Crowdrise, a campaign tool for event fundraisers and individuals looking to rally their friends in support of their favorite cause.
As evidenced by recent disasters, such as the earthquake in Haiti or the tsunami in Japan, social networks are also becoming an important channel for disaster relief. For example, before the tsunami struck Japan, the Japanese Community & Cultural Center of Northern California had fewer than 20 members in its Cause on Facebook. To date, the nonprofit has recruited more than 22,500 supporters and raised more than $400,000 for relief. Their success demonstrates the power of communicating a focused goal – help Japan – across networks to rally support in a time of need and build communities.
Additional insights on social giving trends are included in Network for Good’s Q1 and Q2 update to the Online Giving Index. This Index builds on data and observations from the Online Giving Study released last December and includes trends and analysis on $55 million in donations to more than 20,000 charities through the Network for Good platform in the first half of 2011. This includes donations to Network for Good’s nonprofit customers through their own websites and donations to other nonprofits through 25 corporate partner websites and Network for Good’s giving portals at www.NetworkforGood.org and www.SixDegrees.org.
Companies for Good is curated by Kate Olsen, Sr. Manager, Partnerships. Companies for Good shares insights on cause marketing and corporate social responsibility topics to inform your charitable engagement with consumers and employees. Network for Good empowers corporate partners to unleash generosity with scalable ways to advance good causes. The blog celebrates that work and provides expertise and resources to help you do well and do good. http://www.thenetworkforgood.org