According to The Next Generation of American Giving, use of social media as a giving channel has increased from 5% of all donors in 2010 to 11% in 2018.1
Social media is increasingly vital to the giving lifecycle, where an audience member is prompted to give through a post on social media or follows the organization as a means to gather more information before donating.2
The 2018 Global Trends in Giving Report found that 32% of U.S. donors are most inspired to give by social media. This helps support the importance of having an online presence that your users want to follow.
Respondents also indicated that they’re becoming more likely to donate directly through a social media platform, with 88% saying they are likely to give through Facebook fundraising tools in the future.