Charities are always looking for new ways to raise funds, and for some, reaching out electronically with social media tools like Twitter and Facebook is a perfect match.
For example, the American Red Cross’ successful text-messaging campaign raised tens of millions of dollars for Haiti. It spurred charities’ interest in the use of social media, but nonprofits are finding that some of these new fundraising methods need to be handled with care.
Northern Virginia Family Service, a relatively small nonprofit in Virginia that helps needy families, participated in a new Pepsi Refresh contest, hoping to receive some of the $20 million Pepsi is giving away this year to nonprofits and individuals that win the most votes online for their charitable proposals.
The group wanted to win $50,000 so it could buy a much-needed walk-in freezer and refrigerator for its food pantry. It has used Facebook and Twitter as well as an updated Web site and a YouTube video to win support.