Affiliation:
1. Grand Valley State University, USA
Abstract
Peer-to-peer fundraising through social media has gained popularity within the last few years. This case discusses the process one organization, PAWS With A Cause®, took to create and implement a highly successful online peer-to-peer fundraising campaign using the DonorDrive® software. The organization encountered many successes during the campaign due to strong social media planning and infrastructure, a long history of donor support, as well as momentum from constituents who truly cared about the organization. The organization also encountered challenges during a 10-day campaign of training donors who were not tech savvy how to use the DonorDrive® software, gaining staff buy in for social media, and distributing social media responsibilities across the organization. Ultimately, the campaign exceeded its goal and raised over $60,000.
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