How GoFundMe Changed Fundraising with Social Media

Social Pros Podcast

Brittany Cabriales, Head of Social Media at GoFundMe, joins this Social Pros podcast episode to discuss how social media can be a force for good.

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Full Episode Details

Brittany Cabriales, Head of Social Media at GoFundMe, is on this episode of Social Pros to share the strategies and successes behind GoFundMe’s social media push.

GoFundMe is an instantly recognizable name in the online fundraising world. Part of this is down to users sharing their fundraisers on social media, which almost every user does. Brittany explains how the social team helps to get the word out about important causes and the effect this has on fundraising.

Brittany shares why timing is crucial and how timely fundraisers can raise thousands of dollars more. This is why promoting on social media is key, so you have to move fast.

Brittany also shares how GoFundMe’s social media success is largely down to organic content rather than paid advertising. We also hear how different social platforms do better with certain types of fundraisers and how to tell an effective story with your fundraiser for maximum success.

In This Episode:

• 3:18 – Why GoFundMe is hoping to broaden its audience reach
• 4:41 – The impact of the pandemic on GoFundMe
• 6:28 – How the pandemic spurred people into action through fundraising
• 7:21 – How GoFundMe uses social media to spread the word about good causes
• 9:36 – Brittany explains how GoFundMe targets both fundraisers and participants
• 10:17 – How different social platforms are better for different audiences
• 11:25 – How GoFundMe decides what fundraisers to promote
• 13:52 – Why Brittany is always trying to stay on top of social media trends
• 14:21 – How GoFundMe’s choice to highlight fundraisers affects the donations
• 16:34 – Brittany explains GoFundMe’s new social strategy
• 17:38 – Why GoFundMe sees more success with organic search over paid
• 18:29 – The top metrics that GoFundMe watches
• 20:19 – How Brittany approaches campaigns on different social media platforms
• 22:33 – GoFundMe’s new ventures on TikTok
• 24:34 – Brittany’s tips for gaining traction with your GoFundMe campaign
• 27:41 – Why Gen Z is one of the most engaged donor demographics on GoFundMe
• 28:43 – GoFundMe’s approach to social care and social listening
• 29:15 – How Brittany’s experience in customer support helps her in her role now
• 31:06 – Why “every cause is important” in Brittany’s eyes
• 32:33 – Brittany’s top tip for those looking to become a social pro

Resources

• Get the new State of Marketing report for free from Salesforce
• GoFundMe’s Instagram

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