NPR recently explained that despite all the popular ice-bucket challenges and #GivingTuesday donations, social media is not very effective at raising money. Of the people who find charities online, only 3% follow links on social media to get there. They determined that social media is useful to expose people to the charities and get people talking about an issue but not to encourage donations.
40% of those who find charities online do so through an internet search and 37% go directly to the website. Then, more effective ways excite monetary giving would be boosting your SEO and publicizing in other areas.
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Read the article: A Click Too Far: Why Using Social Media Isn’t That Great for Fundraising