The Arthritis Foundation San Diego Area Chapter recently held it annual Jingle Bell Run, which proved to be very successful.  The success was in part by its adaptability to new media and marketing trends.  This year, the Arthritis Foundation utilized an integrated social media tool that targeted Twitter, Facebook and viral video users.

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Blackbaud, Inc. announced today that the Arthritis Foundation San Diego, the first nonprofit to use its Friends Asking Friends(R) technologywhen it launched nine years ago, held its 17th annual Jingle Bell Run/Walk on Saturday, and achieved unprecedented success by integrating social media channels with the solution. Arthritis Foundation used new Facebook(R), Twitter(R) and personalized solicitation video applications this year, integrated with BlackbaudSphere(TM) Friends Asking Friends, to raise awareness and help participants raise more funds in support of its annual event. Austin-based Charity Dynamics partnered with Blackbaud to create a personalized video (http://www.kintera.org/faf/home/default.asp?ievent=316227) and launch Boundless Fundraising(TM), a Facebookapplication integrated withFriends Asking Friends that tied into participants’ personal fundraising pages. The organization was able to boost its overall fundraising results for this year’s event by 22 percent and its participation by 15 percent by leveraging social media tools integrated with Friends Asking Friends technology.

“The personalized video was an easy and fun way for participants to spread the word about their involvement in the event and ask for donations,” said Andrea Muir, director of development at the Arthritis Foundation San Diego. “Withits integration with Friends Asking Friends, supporters were able to make a donation directly from the video page. In addition, the built-in Twitter, Facebook, and YouTube(R) integration in Blackbaud Sphere provided participants new ways to reach out to their networks.”

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