The Power of Social Media for College Fundraising: Alumni donations continue to decline, leaving many educational institutions struggling to find funds. These institutions should consider harnessing the power of social media for college fundraising. Social networks appear to be a promising tool for institutions that wish to increase alumni giving. Online giving has grown recently, but charitable giving has not kept up the same pace. This type of giving is very popular with higher education institutions, so every college and university should consider using social media to engage with alumni and encourage them to give.
Why Social Media?
Many institutions may question why social media should be used for college fundraising ideas. Shouldn’t the institution bring somebody in to handle social media fundraising campaigns? If they already employ somebody handling similar tasks, how much time will be taken away from those tasks and devoted to fundraising via social media?
These institutions find that among college fundraising ideas, social media is one of the fastest and least expensive ways to connect with alumni. The Council for Advancement and Support of Education recently conducted a study and found that 59% of higher education institutions increase their fundraising efforts with the help of social media. How do they do so?
Giving Button
Institutions should add a direct giving button to their Facebook page or individual posts. The social network launched this giving button in 2013, and approximately 10% of higher education institutions use it today as a call to action. Alumni can donate without leaving the site.
Philanthropy
One in five higher education institutions hosts student engagement and philanthropy months in February. These events encourage students to give back once they obtain their degrees. They create a culture of giving.
Thank a Giver
Another option is to host a Thank a Giver day. These events also encourage students, faculty, and staff to give back to the institution. They show the tangible impact that donors have on higher education institutions. Pictures should be taken at these events and shared on social media to raise awareness of the need for charitable donations to higher education institutions.
Crowdsourcing or Microfunding
Higher education institutions may turn to crowned funding or micro-funding sources to bring in more cash. The Pew Research Center found that millennials who attended college are most likely to donate to a campaign of this type. Many common crowdsourcing platforms are offered today, and some are explicitly devoted to campaigns for higher education institutions.
Social Media Ambassadors
Higher education institutions should develop a network of young alumni who can serve as ambassadors. These individuals provide the school with exposure and advertising. They digitally connect with donors to keep them involved and funding the institution.
Day of Giving
Countless organizations rely on days of giving to encourage online donations. 47% of higher education institutions use this method to raise funds. The institution can use this day to engage alumni and rally support for its programs. A significant sum of money can be raised using this method.
Every school needs to consider all options when fundraising for various campaigns. Students, staff, and faculty must be involved in the process, and alumni should be encouraged to participate. The more people who participate in these campaigns and share the message, the higher the donations tend to be. The institution benefits from the additional funds brought in using campaigns of this type.
