Are you looking for a step-by-step guide for how to use social media within your organization’s advancement endeavors? A recently released white paper provides the behind-the-scenes details of several successful social media fundraising efforts. This paper uses two case studies to which Bentz Whaley Flessner contributed, and a full copy can be downloaded here.

One of those successful campaigns, #UMassGives— the first online fundraising event for University of Massachusetts Amherst—resulted in an increase in the number of donors and a strengthening of the culture of philanthropy around the institution.

Implementing for Success

Working alongside BWF consultant, Justin Ware, UMass Amherst leadership took a multi-faceted approach to this novel campaign:

Exceeding Expectations

In the end, #UMassGives, hosted on the university’s 150th anniversary, resulted in 1,588 donors, with half of those donors making their first gifts to their university. Not only did the university’s first social media-driven campaign raise major funds for the University of Massachusetts Amherst, it also fostered a culture of philanthropy amongst the university’s constituents.

In many ways, #UMassGives is a great blueprint for any organization to follow as it hits on the key components to any social media campaign: training, planning, integration, and the use of volunteers. Apply these lessons to your own online fundraising and advancement initiatives. No matter your size or goals, the tactics can be scaled to meet your institution’s needs.

Copyright © 2013 Bentz Whaley Flessner & Associates, Inc.

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