In 2014, pro golfer Chris Kennedy Tweeted a dare to three friends: dump a bucket of icy water on your head within 24 hours or donate $100 to support ALS. The now-famous ice bucket challenge went viral, raised $115 million in donations, and funded new treatments for the disease. The campaign set the standard for how to fundraise on social media.
Not every social media donation drive delivers such stunning results. There’s competition for scrolling thumbs, and the platforms themselves keep throttling the reach of organic posts.
But social media is still fertile ground for fundraising. Non-profits, universities, government agencies, and hospitals will find energetic supporters ready to help meet funding goals there. The trick is knowing how to do it.
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