Over the last few years, more and more charities have embraced the potential of social media. Social channels are a great way to reach a wider audience, but at the same time they don’t always have to involve a high marketing budget.
What they do need is a bit of time and a few ideas…
Social media does wonders for fundraising
More than 50% of the people who are following an organisation’s online presence will go ahead and take further action such as donating, volunteering or supporting their cause in an active way. Facebook, Twitter, YouTube and LinkedIn are the top platforms on which organisations have an online presence.
And ‘social donation’ continues to grow – in 2013, more than $3 billion was donated via mobile devices or online.
How to use social media to your advantage
1. Use it to engage with potential donors
Social channels make it so easy for us to just be in contact and talk to anyone in the world. Use this opportunity to find out who potential donors might be. It’s easy to find people with the same interests on social media. You can join groups, communities or find them based on certain hashtags that are related to your cause.
This is where you need to start engaging with them in conversations in order to start a trust-based relationship.
2. Get to know your audience
When you meet a new person, you don’t ask them for something (for example, money) right away because they most likely won’t lend/give it to you. After they’ve discovered who you are and what you do, it’s time to get to know them a little bit better. Don’t be afraid to ask them questions.
Also, one big thing on social media platforms are trending hashtags, such as #GivingTuesday, #CharityTuesday, #CharityJobs, #Charity, #CharityEvents, #SocEn, #Fundraising, etc. Take part in these trending topics if they fit the profile of your organisation. This will help you increase awareness regarding your charity.
3. The ask phase
This is the crucial part of all your efforts. When asking people to donate, you should create messages that have an emotional and personal feel to them. Those messages should trigger an emotion that will make your potential donors take action right then.
Along with a strong message, use images, videos or presentations – posts with media attached garner far more engagement. Don’t forget about a strong call to action as well – what is it that you want that user to do? When do you want them to do it and, what should they expect from you if they carry the action out? Ensure you announce the fundraising in a specific context, not out of the blue. It can be part of a campaign, related to a certain event or an awareness day.
Make it user-friendly. It should be simple for people to donate. Don’t forget to make the platform mobile responsive.
4. Thank-you’s are important
Last, but most certainly not least, show your gratitude by thanking your supporters and your donors. And don’t just throw a “Thank You” for everyone. Try to make it as personal as you can, write back to each person (DM and/or public).
A great idea would be to create a video, an infographic or a presentation of how your donors helped make a difference in your cause. This way, the people who donated will know where their money went and also provides you with further content for sharing/promoting.
Why not take advantage of social media for fundraising?
Organisations and charities should use social media more often to increase awareness regarding their causes. This is where huge audiences live and it will continue to grow.
If you ever need any help with social media management, whether setting up your channels, managing them ongoing or helping with forum management (a specialty of ours), just drop us a line at firstname.lastname@example.org and we can talk more about how we can help your organisation achieve its goals.