February 03, 2011

Using Social Media for Annual Appeals

Katya Andresen

Nonprofits are increasingly using social networks such as Facebook, Twitter, and YouTube as key components of their annual fund-raising appeals.

Just how effective are these efforts? And what can fund raisers learn from those who have been experimenting with these tools?

Allison Fine, the host, talks with Katya Andresen, chief operating officer at Network for Good, and Lena Shaw, social media marketing manager at the University of California at San Francisco, to learn how charities successfully used social media as part of their year-end fund raising appeals.

Related links:

Network for Good's Online Giving study

The Chronicle's survey of year-end giving

Charity Abandons Direct Mail — And Donations Spike

The Challenge for Children campaign

University California San Francisco campaign raises more than $1-million

Allison Fine, a nonprofit leader and expert on technology and communications, discusses how charities and foundations can more effectively use social-media tools to spread their messages and raise money. Ms. Fine incorporates suggestions and questions from readers into her podcasts and invites you to e-mail her at Look for new installments on the first Thursday of every month.