How Nonprofits Can Steward Corporate Donors on Social Media

Jul 15, 2021 1:25 PM ET
Article

Feeding America and Subaru

Subaru is not only one of Feeding America’s top supporters, but also a relatively new partner.

A few months ago, Subaru generously donated 50 million meals to Feeding America through a campaign that supported 199 food banks across the country. More recently, Subaru helped donate 100 million additional meals.

The company generously took the first step in sharing their recent donations on social media.

In a tweet, Subaru tagged Feeding America, shared a video with the Feeding America logo and photos of the nonprofit’s impact on-the-ground, and linked to a webpage with more information about their partnership. The webpage included a link to a Feeding America donation page.

Subaru’s social post demonstrated a commitment to fighting hunger – and to Feeding America. In addition to sharing the social impact of their recent support, they also took steps to help increase Feeding America’s visibility and encourage additional donations.

Feeding America responded by not just retweeting Subaru’s content, but also framing it with more information about the impact of the company’s generosity in light of the pandemic. This allowed the nonprofit to recognize Subaru with its large social audience and demonstrate its role as a key thought leader in the fight against hunger.

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