As an agency, Top Drawer Creative is devoted to giving back to the community. Nearly half of our clients are non-profit organizations and charities, so we’re constantly honing our skills for the greatest impact in the world of fundraising.
We recently launched a social media division, and attune clients including the Heart & Stroke Foundation and the African and Caribbean Council on HIV/AIDS in Ontario (ACCHO) have signed on with us.
Last month, we attended Social Media Week and honed in on sessions focusing on the effects social media is having on the world of online donations. Here are our take-aways on things charities should be doing in the digital space:
1. There is no longer a need to convince charities to be on social media. They all know they should be on it, we just need to teach them what they can get out of it and how to use it most effectively.
2. Over 50% of Canadians maintain at least one social networking profile. The average donor is a woman in her 40s. The average internet user is also a woman in her 40s. Therefore, it only makes sense to tap into the online audience.
3. Charities are most commonly on Facebook and Twitter, but they are now even joining Pinterest. Just imagine how many shares photos of cats who need homes could get!
4. That said, if you are a charity, don’t join Pinterest just because everyone else is doing it! Go where your audience is. If you have 50, 000 fans on Twitter and only 5 on Facebook, it might be time to drop Facebook and put the focus where your audience is.
5. 92% of non-profits in the US use social media even though there is only anecdotal evidence that it is doing good for their company. It is harder to prove that social networks are bringing in money than it is with telemarketing and door-to-door canvasing, but charities all believe social media is making a difference.
6. The average charity gets 10-14% of its donations through the web.
7. Online donations are the fastest growing channel for charities right now. This is over door to door, direct mail, telemarketing, etc.
8. The average amount each online donation is also larger than any other channel.
9. It’s the cheapest method of donation to process and execute. Some charities are reminding people to donate online through offline donation tools because of this reason.
Although social media is an ever-changing world, charities have mostly jumped on board. They’re not sure where they’re going with social media or even how to measure its success, but it’s great to see that they are embracing the future and taking advantage of this new-world audience. Social media is not going away, so it’s best to learn what you can as early as possible.
“Enabling dreams. Believing what’s possible. Celebrating performance. Connecting communities. Helping great talent become world class.”
Those are the principles upon which the Canadian Athletes Now Fund, or CAN Fund, operates. CAN Fund is a not for profit organization devoted solely to raising funds and awareness of Canadian athletes.
CAN Fund’s Menu of Accomplishment, introduced this year, is a catalogue of unique donation incentives – from art to experiences to authentic autographed gear – and one of the many ways that Can FUND supports Canadian Athletes and builds a culture of excellence.
In support of the 2012 Olympics, Top Drawer Creative held a company-wide fundraising challenge for a Canadian Rowing Blade, a symbol of the highest level of competition reserved only for the most elite rowers in Canada.
As motivation, Top Drawer’s President and CEO Howard Chang and Executive VP and CCO Brian Gahan offered an additional incentive: every employee to raise at least $100 for the initiative would be entered in a draw to win a trip for two to the London Olympics.
On April 5th, CAN Fund’s Jane Roos and former Olympic beach volleyball player Conrad Leinemann presented Top Drawer with our Blade – representing stroke number 188 (there are exactly 200 strokes in a race for the Men’s and Women’s Eight, and each stroke has a significant purpose that is imperative to the race strategy). Roos revealed that funds raised by Top Drawer would support Women’s Eight athlete and Port Moody, B.C. native Krista Guloien.
But there was another name still to be revealed-our Olympic-bound staffer. Leinemann did the honours of drawing the lucky employee’s name: Chris Jones, Account Director. Team members immediately noted that Jones, who wasn’t present for the time of the drawing, would be on his honeymoon at the time of the Olympics. But shortly thereafter, Jones called in from his client meetings to say that he’d postponed his honeymoon plans to go to London with his new bride. After all, an all-expenses-paid trip to the Olympics doesn’t come your way every day.