“The Power Of One, The Strength Of Many” – T-shirt on man doing a Santa Monica Stairs work-out

Nothing beats word of mouth from a trusted friend to raise money for a good cause. Nothing. That is why a good word online is increasingly powerful for nonprofits.

The internet quickly shares a positive comment or donation recommendation across social networks, connecting to others who know the recommender or care about the cause too. One good person can generate a crowd of supporters from the comfort of his or her home.

The power of one social entrepreneur becomes the strength of many for savvy nonprofits who embrace online to amplify their fundraising efforts. A recent report published by the American Red Cross –“How Your Friends Affect Your Donations This Holiday Season” confirms this. See the infographic here.

“This survey shows how social networks and charitable giving are intersecting and building on one another,” Gail J. McGovern, President and CEO of the Red Cross explains. “These social philanthropists are giving online to charities and sharing the news on social networks, which then often leads to more social activity and more giving by their friends. I believe this trend will only grow in the future.”

The study also corroborates what we see at Make It Better with our media sponsorships of nonprofit fundraisers. Put online a short, heart-felt story that brings to life the organization’s mission, along with information about the event, and encourage supporters to share. Interest grows, donations flow, tickets sell. It’s almost like magic. Nonprofits that we help this way routinely report back that events sell out early and more money is raised than ever.

Digital word of mouth still isn’t as powerful as an in person recommendation though. As the ARC study explains, even though online social users are giving in larger numbers than ever, they still say face-to-face interaction is the best way to solicit donations. Isn’t this just common sense too? It’s harder to say no to someone in person than online.

Nonetheless, savvy social entrepreneurs, nonprofits and our publishing company understand that most people like to help – particularly when it’s easy or they have a personal connection. Using the internet is the easiest fastest way to share information about the opportunity to donate time, talent or treasure and turn the power of one into the strength of many.

Please also read my recent blog post on the research showing that young women are the biggest givers.