Charity:Water is unarguably one of the best brands when it comes to using social media to raise funds. Over 60% of their donations are raised online which is remarkable given that most nonprofits still struggle at online fundraising. Also unlike other nonprofits who prefer to raise big money from few major donors, Charity:Water’s fundraising strategy at its core is about raising small amounts of money from thousands of individual donors.
Our focus at charity: water is on building a grassroots movement of inspired people actively giving, fundraising and influencing their peers. We have amazing major donors, but the real power of the movement is delivered by thousands of normal people running their own word-of-mouth marketing campaigns for the water cause. Paull Young, Director of Digital, Charity:Water
Though only seven years old the nonprofit has had tremendous success with their fundraising strategy with over 100 million dollars raised from over 500,000+ people. Charity:Water claims to spend zero dollars on marketing. Social media is clearly the fuel that powers their growth, they excel at using the web to communicate the importance of their cause and produces high quality content for distribution through their various social media channels. On Twitter, Charity:water is the most followed charity with over 1 million followers. They were one of the first 20 brands ever to use Instagram and were also quick to try on Vine, Twitter’s new 6 sec video service. On Facebook they have close to 300,000 followers.
Many brands big and small, for profit and nonprofit are eager to learn how charity:water so successfully uses social media.
In the video above Charity:Water’s Director of Digital explains the social media strategy behind their aggressive growth. I would also recommend following Paull Young’s blog where he regularly shares his thoughts on the latest tools on the web and Charity:Water’s marketing strategy.