Social Media as a Platform for NGO donations

An NGO can’t operate without donations. It is the core of an organisation, giving an organisation an ability to reach its current goals and to strive for more influence. In the age of Web 2.0 Social Media offers a massive pool of potential donors difficult to ignore.


Source:, ‘How can NGOs use Social Media to Create Impact’– Slide 7

Social Media largely dominates the ‘eco-system’ of the internet. It becomes a matter of putting this resource to work.

‘Likers’ and ‘followers’ alike the question that floats to the surface is how to turn discussion to donation?

STEP 1: Raising the Profile

For an NGO using social media it is essential to raise the profile of the organisation. Consultant Samantha Fleming of Afrosocialmedia talks about the potential for discussion social media offers.

Source: Samantha Fleming, Afrosocialmedia on NGOs using social media

But as professionals in the NGO sector there’s a question in the back of your mind, how does this convert to tangible funds?

STEP 2: How to donate?

NGOs have to have the ability to compete with e-commerce giants like Amazon and their ability to provide customers with their product in a minimal amount of ‘clicks’.

It’s about efficiency. Janet Fouts, (follow her on twitter @jfouts) blogger at, in her post ‘Social fundraising tools: Our top 5 picks’, gives organisations a clear list of efficient donating tools to integrate into their greater social media strategy.


In response to Janet Fouts’ post, I think it’s important to comment on the recent shift and ongoing trend toward greater integration between social media and donation.

Greenpeace is an active example of where the future is headed. In just two clicks from their facebook page donors are right where they need to be.

Step 1:

Step 2:


So what do you think? I’m all about integration and the ability to make the social media experience one that’s completely linked to donation. What about you, do you think there some value in keeping the two somewhat seperate?


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