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Effective PTA leaders have many duties. They have endless parenting obligations, and must commit to becoming a resource to other parents in the community. PTA leaders focus on fundraising because they firmly believe their altruism will help not just their children, but all the children of that school community. As a PTA leader, you might find it challenging to balance these responsibilities. Take the time to understand the online tools at your disposal, and you’ll reap many exciting and lucrative benefits.  Social media reaches more people The number of social media users is growing exponentially. According to TrackMaven, by 2018, the population of social media users is projected to reach 2.44 billion, or 33 percent of the world population. It makes perfect sense for PTA leaders to consider how using social media can boost fundraising by targeting specific audiences. For example, the 2016 Global NGO Online Technology Report claims that millennials prefer to give online and they are most often inspired to give by social media. Utilize and mobilize your social media presence to spread the word about fundraising events. Mobile and online payments simplify the process A philanthropy study conducted by Indiana University – Purdue University Indianapolis projected the vast majority of giving would come from individuals and households, contributing 71% of total giving in 2017. And giving to support education at all levels is projected to rise 6.3 percent in 2017. No matter how much these number grow, it won’t benefit your PTA unless you have an easy and convenient way to collect payments and donations. Offering online and/or mobile payment and donation options do more than just help you broaden your reach. They remove the need for donors to have cash and checks on hand. Accepting online payments leverages today’s tech with potential donors: where it’s only a few clicks from decision to completion of payment. That’s why online donation campaigns see more overall dollars collected. It’s not just easy, it’s a familiar process that donors feel innately comfortable with. According to a Cone Communications study, 48 percent of American adults are likely to use an app to make a donation. What are you waiting for? You can broaden your reach (and increase your donations) by using mobile and online payment methods. Photos improve engagement
Email drives donations Email is a powerful tool for driving PTA social media presence and donations. Just ask the people behind the M&R Benchmarks Study who found that for every 1,000 fundraising emails delivered, a nonprofit organization raises $44. When you make emails engaging and fun, you might even pick up some email subscribers. Keeping your email contacts organized in an online platform makes it seamless to communicate with your whole audience and track their responses. You can test and target your messages to specific recipients, and optimize your fundraising efforts to meet your goals every time. Beyond emails, organizing your contacts on the platform into customized distribution lists drives engagement in a specific way most suited to your needs. Set them up to send thank-you messages anytime someone donates, or send donation campaign details to any new contacts. Your options aren’t limitless, they’re better: They’re specifics built exactly for you and your group. By making the most of online tools such as social media, electronic payment options, photo sharing, and email, you can be more successful in your fundraising efforts. These online tools offer PTA units an edge that will make managing fundraising events more effective, and better yet, more engaging. Learn more about fundraising. PTA Simplified is a series of tips for PTA and PTO leaders to get the most out of managing their volunteer members and growing their membership all year long. Originally published: 9/22/2017
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