Recently, Dana Ostomel over at The FundRaising Coach explained, How to Use a Street Team to Enhance Your Crowdfunding. In her piece, she outlined three key things organizations must do to make effective use of their supporters and friends as promoters of online giving days. To summarize:

  1. Spell it out. – Tell your online volunteers exactly what you need them to do and when.
  2. Make it easy. – Give pre-written emails, tweets, and other content along with links as to where to post.
  3. Follow up. – Do not nag at your volunteers, but do follow up on the tasks you have asked them to complete.

I agree completely, especially the part about making it easy. Pre-composed emails, tweets,  and other textual content are essential, but be sure to include some visuals and other tools as well.

The Social Media Toolkit

With the advent of the #GivingTuesday phenomenon and other online giving days, many organizations are finding it useful to put together “toolkits” for their donors and supporters which they can then use on their own social media sites.

There is no one-size-fits-all approach to social media toolkits, and organizations all have different needs. That said, there are at least three items that no toolkit should be without.

QR Codes
QR codes can be posted anywhere and can be linked directly to your online giving page. There are a number of sites on the internet for generating such codes and many will help track the number of times they are scanned by your constituents (for a fee).


Cover Photos
A number of sites, Facebook and Twitter especially, include cover photos for people’s profiles. These can be valuable real estate for communicating your message. It is important, however, to format these properly for optimal effect. As of this writing, Twitter’s cover photo dimensions are 1500 pixels by 500 pixels and Facebook is 828 by 315.


Profile Photos
In addition to cover photos, most social media sites include a profile photo that is displayed whenever someone posts. These should be related to the cover photo, but formatted 170 pixels by 170 pixels square.

When alumni and donors are given the graphic elements for promotion, they become some of the best marketers for your giving day effort.

Question: What are some of the ways you have empowered your constituents to promote your giving day? Please leave a reply below.


Posted by Mark Zobel PhD, CFRE

I help nonprofits accomplish their missions and achieve their visions for a better world through donor-centered fundraising and comprehensive development work.