The Bloomies are our award for outstanding donor communications in the nonprofit sector. Each week, we’ll feature a newsletter, email, direct mail piece, acknowledgement, solicitation or social media post that caught our eye.
Nominated by: Steven Shattuck
Tell us about the fundraiser and/or organization you are nominating:
The United Way of Central Indiana helps all Central Indiana residents achieve and maintain self-sufficiency by focusing on four key areas of community impact – Education, Income, Health and Basic Needs – in the six-county region of Boone, Hamilton, Hancock, Hendricks, Marion and Morgan counties.
Tell us about the piece you are nominating:
UWCI made use of social media in two unique ways following an online gift.
First, they used Twitter to acknowledge the gift:
Second, on the donation confirmation page, UWCI encouraged the donor to share their gift on social media:
Why do you think they are deserving of a Bloomie?
Social media is an almost criminally underutilized channel for gift acknowledgement, especially for online donors. A simple tweet from UWCI acknowledged the gift in a fast, personal way, and opened up a dialogue between donor and nonprofit – in a way that a form letter by mail can’t.
The donation confirmation page is a sneaky-good place to generate a number of secondary interactions, in addition to thanking the donor and communicating that the donation was processed successfully.
According to social@Ogilvy, the number one reason why social media users share content is to “promote a cause.” And, according to SociallyStacked, 31% liked a Facebook page to share their personal good experiences, while 27% liked to share their interests/lifestyle w/ others.
Enabling the donor to talk about their gift on social media encourages an already existing, underlying inclination to put their philanthropy on display.
Don’t let a donation form completion be the end of the conversation. It’s just the beginning!
Know someone deserving of a Bloomie? You can nominate someone here >>