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 2020 Global Trends in Giving Report found that 18% of U.S. and Canadian donors are most inspired to give by social media. Facebook and Instagram fundraising tools are increasingly useful giving platforms, with 40% of respondents having donated through Facebook and 12% through Instagram. This helps support the importance of having an online presence that your users want to follow.
18% of respondents indicated social media was the communication method most likely to inspire repeat donations, proving a significant opportunity for engaging with potential donors or past donors through social media channels.