Earlier this year, UNICEF Sweden made headlines by saying Facebook “likes couldn’t save lives.” The statement is provocative, but according to a 2012 study by MDG Advertising, it might not be true.

MDG Advertising explained in an infographic that social media strongly influenced giving to nonprofit organizations in 2012, and that raising money for good causes has doubled in the past five years.

But where are nonprofits located on the internet? Most are on Facebook (98% of them according to the study), and three-fourths of them are on Twitter. Amongst the other big social networks, 66% are on YouTube, 48% are on LinkedIn, 32% are on Flickr, and 26% are on Google+.

Social Giving on Facebook

Facebook might be about more than pokes, wall posts and cover photos after all.

On Facebook, 33% of appeals are for individual donations, 20% are fundraising for events, 17% for specific causes and 11% of fundraising is peer-to-peer.

In 2010, the average donation through social media was $38, increasing to $55 in 2011 and $59 in 2012.

68% percent of social media users are more inclined to learn about a charity if they see friends posting about it, 58% will ask friends more information about the charity, and 51% said they will gain respect a friend more who posts about donations to nonprofits.

The power of friendship might mean more than you think.

39% of social media users will donate if they see a friend post about a nonprofit organization, with 34% reposting the donation request. 10% will do nothing.

Social Giving on Twitter

Funds raised using Twitter can yield almost 10 times more, with $256.72 being the average fundraising goal and $225.90 as the average total online donation when Twitter is used. Without Twitter, those numbers fall to $70.55 and $22.97 respectively.

Social media has also generated #GivingTuesday. Held the Tuesday after Thanksgiving, the day helps donors give to nonprofits after the retail-centric Black Friday and Cyber Monday events. In 2012, a youth development charity, The Fishing School, raised $3,305, compared to $0 raised on Giving Tuesday in 2011.

What It All Means

Although UNICEF Sweden may believe that likes don’t save lives, the use of social media has become a more essential strategy in generating donations for non-profit organizations.

So whether it’s on Facebook or Twitter, the study by MDG Advertising certainly shows that likes, shares and tweets can certainly impact a nonprofit’s effectiveness at fundraising. And maybe just save lives too.

To help, our Graphic Designer Martha Ormiston has provided some fantastic share options for you to use on your site to help generate social giving. If you’re using these share icons on your site, let us know - link back to this post, write on our Facebook wall, or tweet us at @fissionstrategy.