One Surprising Fact About Social Sharing

Across all the Giving Days we’ve created, probably the most impactful element is the marketing toolkit. But not always in the way you’d expect.

On the surface they are intended to give supporters grab-and-go chunks of content they can easily share. When we developed Smith Memorial Playground and Playhouse’s Giving Day, Executive Director Frances Hoover noticed something interesting about their toolkit:

“10% of our board members actually posted to social media using it…but 100% of them got excited about having the toolkit and had a different level of engagement with the campaign because of it.”

She believes that even though many didn’t use it to post on their social sites, it gave them language to use while talking to people and empowered them to act as ambassadors for the organization.

This seems to hold true for all the Giving Days we’ve supported. Often, we don’t see as many users of the posts as we’d expect, but across the board, organizations that have a toolkit exceed their goals. In the state-wide Do More 24 Delaware campaign, the nonprofits who use the toolkits we create raise 30% more than those that don’t.

Susannah Coleman , who was Interim Director of Development during our work with Smith is also convinced that organizations that go into a Giving Day with a plan for both marketing and development will succeed. Just like a capital campaign, the work done in the silent phase is the key to success.?

To read more about developing a successful giving day, plus articles on establishing logo hierarchy, and strategies for re-engagement — dive into our gorgeous new digital magazine, Vision . It’s an opportunity for us to share more immersive stories with you and let you experience whether something like this could be useful in your communications line up.

Enjoy!

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