Social media is a handy marketing tool, but you don’t own your social media community. The visibility of your posts is at the mercy of social media algorithms. In other words, just because you publish a status update, doesn’t mean people see it. Furthermore, if the gods of digital decide to fold a platform, that’s your hard-earned followers gone in a blink.

Match donors build momentum, add credibility, create hype, and increase your chance of success.

Social media fuels discovery and discussion. “Saw it on the gram” is the new word of mouth. Encourage your social networks to inspire a wider group of givers by giving them content worth sharing.