I just read this great post from the Minnesota Council of Foundations about a new fundraising campaign of the United Way. I think that small gifts, driven by social networking, will be the new lifeblood of nonprofits. We can't keep tapping the same donors (especially since capital gains are so 2007) and expect to keep up the same level of work. The needs in our communities are greater and we to think about new ways of engaging individuals and their networks in our work. From MCF:
The Greater Twin Cities United Way is experimenting with a new way of raising money. Instead of relying on a few people to give large donations, they’re asking a lot of people to give a little — just $5.
The Give5Now campaign is a one-minute video that shows how people can use a small contribution to make a big impact:
- One person gives $5 to help people in need
- … then passes the message to 5 friends, who each also give $5
- The “ripple effect” will be felt across the Twin Cites
The simple website — just the video and a “click here to Give5 now” button — is an effort to take advantage of technology that allows individuals to spread the message on social networking sites such as Facebook and Twitter. “Giving trends show that young people, in particular, are more likely to give small donations online that respond to immediate causes,” said the United Way’s Randi Yoder.