Social Media Fundraising: Messaging Matters

In this episode of The First Day from The Fundraising School, host Bill Stanczykiewicz, Ed.D., welcomes Abhishek Bhati, Ph.D., Associate Professor at Bowling Green State University, to dive deep into the ever-buzzing world of social media fundraising. Spoiler alert, it’s not just about asking for money. Drawing on fresh research, Dr. Bhati reveals that nonprofits who blend a variety of six message types (instead of hammering the “donate now” button nonstop) can boost their fundraising results by a whopping 96%. That’s nearly doubling your impact just by mixing up your posts. So, what are these six magical message types? Beneficiary stories, mission-focused content, engagement asks, expressions of gratitude, goal attainment updates, and fundraising ask. While asking remains the most frequent (and necessary) message, Dr. Bhati’s research shows that over-reliance on it can lead to donor fatigue faster than you can say “algorithm change.” It turns out donors want to feel part of a story, not just a transaction. The conversation gets even juicier when Bill and Dr. Bhati dig into the science behind why these message types matter. Want more donations? Try publicly thanking donors (which can lift giving by 59%). Need to hit that campaign goal? Posts showing you’re just $50 short create FOMO that can spike donations by 79%. It’s all about creating that “whirlpool effect” of engagement, where your message spreads further and deeper. They wrap with practical tips for fundraisers of all organizational sizes. Don’t have a massive marketing team? No problem. Start by planning posts ahead, use scheduling tools, and lean on your board, volunteers, and existing supporters to build your social media presence. Because as Dr. Bhati reminds us, social media fundraising isn’t a magic bullet, it’s a strategic dance. And when you choreograph your messages well, donors don’t just listen, they leap in.