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5 ways to mobilize everyday influencers around end-of-year giving

Your supporters are worth more than their own donations. Today, individuals are agents of change who can leverage power, and subsequent gifts, through their own social networks. Consider that 600,000+ petitions were created on in 2015 alone, crowdfunding exploded into a multi-million dollar industry and the creation of citizen powered movements has played an enormous role in bringing issues to the forefront.  


Everyday citizens are more connected and empowered than ever an play an increasingly powerful role in organizing their own niche communities.  Think nurse by day, activist by night, modern movement building is fueled by the networked individual who shares, engages, and ultimately mobilizes their own social networks around a their passion. Your job is to find them and convert them into your organization's social ambassadors.  

Here's a look at 5 ways to tap into your undiscovered social wealth and mobilize your influencers around end of year giving: 


Fueled by the power of social media, #GivingTuesday has emerged as the largest day of giving with $116M raised, 114M Twitter impression, and 1.3M social media mentions in 2105 alone. The single biggest reason for it’s viral success is the collective action of sharing on social media. Radically boost your fundraising engagement by adding one piece you’re probably missing from your #GivingTuesday campaign – a social ambassador plan. 


Since influencers have the ability to recruit their network of friends to donate, you'll want to first identify influencers in your email list using tools like LuminateOnline, Tweetdeck,, etc. The goal is to segment your influencers, as you would donors, for the purpose of cultivating this distinctly powerful group to share your campaign message.  


This can be as simple as asking folks to hold up sign for a classic “ unselfie challenge” or as sophisticated as the Luries Children's Hospital's Ambassador's platform. The key is to offer content that's easy to share to share on Facebook, Twitter or other networks where your audience hangs out.   


In addition to providing your digital volunteers (aka social media influencers) with campaign toolkits, offer communications that show your ambassadors how to make a greater impact. For example, the Red Cross sends regular emails to their social ambassadors about giving days opportunities, while the Ford Theatre developed social media training series to empower their staff to share fresh "insider" content on social. 


If this is your first year mobilizing social influencers around EOY fundraising, keep it simple by tracking total donations brought in by influencers and your social reach. Tracking online donations will depend on your tools but generally involve either including a tracking code at the end of your donation page url or creating a dedicated fundraising page. At the end of the event, compare the number of ambassador generated donations with the total donations.  

Download the White Paper: Mobilize Your Everyday Ambassadors 

Learn how to radically boost engagement by showing how to mobilize a hidden, yet power, segment in your email list - your everyday social media ambassadors! Better yet, request our free report to show your top 10 influencers. 

headshot.pngThe preceding is a guest post by Jeanette Russell, Marketing Director, Jeanette is dedicated to scaling progressive change through technology. During her 20 years in nonprofit tech and organizing, she’s created extensive partner networks, coalitions, spearheaded innovative campaigns. You can find Jeanette on Twitter or by email at jeanette.russell[at]

Topics: Giving season Giving Tuesday end of year fundraising