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Nonprofit Newswire | “Sending Out an SOS”—Social Media Fundraising in a Pinch

Ruth McCambridge
October 6, 2010
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October 6, 2010; Source: Sacramento Bee | This is an interesting article about the use of online fundraising to supplement other fundraising, particularly when a funding gap looms immediate. It concentrates on a variety of nonprofits in Sacramento, CA and is well worth reading. One of the examples it uses is a domestic violence program which was recently faced with the need to raise a match to federal dollars or lose a grant that enabled the nonprofit to serve teens who had been sexually assaulted so it launched an online campaign by email, Twitter, and Facebook. The campaign raised nearly $25,000 in three weeks and saved the program. Amber Scott of Women Escaping a Violent Environment (WEAVE) said of the effort “We knew we could not do without this program, and we needed to find the money fast . . . It used to be enough to send a newsletter through the mail. That’s no longer the case.” WEAVE received pro-bono help on its campaign from a local technology firm, Activate Direct but the article also references other campaigns that are run in-house. Among other things that online fundraising is seen as being particularly well suited for is the attraction of new and often younger donors. “Savvy nonprofits now are able to instantly tap into longtime supporters while cultivating a whole new audience through forwarded messages and blogs, shared links and re-tweets” comments a representative of a local firm that designs such campaigns.– Ruth McCambridge

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About the author
Ruth McCambridge

Ruth is Editor Emerita of the Nonprofit Quarterly. Her background includes forty-five years of experience in nonprofits, primarily in organizations that mix grassroots community work with policy change. Beginning in the mid-1980s, Ruth spent a decade at the Boston Foundation, developing and implementing capacity building programs and advocating for grantmaking attention to constituent involvement.

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