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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:

uwci-tweet

Second, on the donation confirmation page, UWCI encouraged the donor to share their gift on social media:

uwic-conf-page

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 >>

Kristen Salmon

Kristen Salmon

Product Manager at Bloomerang
Kristen Salmon is a Product Manager at Bloomerang. Kristen holds a Master of Public Affairs degree with concentrations in Nonprofit Management and Policy Analysis from Indiana University Bloomington and a Bachelor’s degree in Sociology from Oklahoma State University. She also worked for two years as a Research Assistant in grad school on the multi-year Indiana Nonprofits: Scope and Community Dimensions project.