John Carroll University. Commencement props are put away as a campus tour for potential class of 2016 students stroll the quad. Many alumni and alumni-to-be are on facebook, daily. Photo by Gregory Jackson.
Cash mobs originated from the idea to support local businesses. Customers line up, sometimes before a store opens, waiting to participate in a Groupon-like frenzy. JCU began their cash mob by identifying the most active users on their facebook page. They identified seven facebook advocates who found 40 of their friends to help promote the fundraiser. The seven JCU facebook users were identified by their volume of response posts, shares, and their friends/followers of JCU social media. “Alumni participation is measured in alumni giving,” said Kate Davis, director of annual giving at John Carroll University. ” The average gift was $56 with a range of $5 to $1,000.” Even the smallest gift improves alumni participation and adds value to JCU degrees improving ranking for corporate and foundational support. Thirty percent were first time givers through the JCU giving webpage. Support from this cash mob will go to the Carroll Fund.
“We acquired 18 new @John Carroll U. followers on our Twitter in that same 24-hour period,” said Davis. “The cash mob was a success – a good way to reach our social media connected alumni and get them to take action.”
Other non-profits can use an online cash mob for a fundraiser, here’s how:
1. Research your actively involved facebook “ambassadors”.
2. Communicate a clear call to action. Goals may be set, but don’t worry if they’re not reached. You are using your social media as a tool to demonstrate progress.
3. Recruit willing followers. You are creating excitement about participation, allowing followers to choose the amount they want to give while leveraging their friends.
4. Monitor results. Action relates to objectives, not latest trends. Your mission as a non-profit already has support; even those who choose not to give may share or post your event.
Contact Capstone Media if you would like to learn how Cash Mob can be used for your organization.