The reach and impact social media can provide makes it a crucial part of a fundraising strategy for a modern non-profit. A strong social media presence will not only widen your reach and foster your community of supporters, but it also directly correlates with fundraising efforts.
Post a Variety of Engaging Content
One key aspect of a successful social media strategy is to provide a mix of interesting posts and conversation starters, not a continuous stream of donation appeals. When it comes to social media, millennials’ top nuisance is receiving the same content constantly and getting hit with asks and appeals repeatedly.
While there’s a place for asking donations in your strategy, focus on developing your followers’ connection to your organization. Use storytelling and educational opportunities to create and deliver engaging content pieces. Here are the types of social posts you can focus on:
Show appreciation for your existing contributors. Make recognizing donors, fundraisers, and volunteers a big part of your social media strategy. You can tag them directly and thank them for their contribution, or you may re-tweet fundraisers’ posts that promote their personal fundraising pages.
Another post idea is to create a post-donation social message for donors to use right after their contribution. You can have individual donation messages as well as one to highlight and recruit monthly donors.
Show your work and the impact your organization can have. Highlight your organization’s efforts through videos, infographics, stories, testimonials, and blog posts. Don’t forget to include a link back to your website to establish a further connection point with visitors.
Spread Cause Awareness
Beyond your organization’s efforts, provide valuable insights related to the issue you address, the challenges people face and how it can be improved. You can share relevant content from other thought leaders, news and media outlets, to start a broader conversation related to the cause or issue you are tackling.
Direct donation appeals should make up only a portion of your social media content. When you ask followers to make a contribution, pay attention to how you shape your message. Establish a connection through your communication and speak to the core sense of identity of the supporters. It should also be clear to them how their contribution impacts the issue at hand. Suggest specific donation amounts that are tied to tangible results.
Aside from donation appeals you can also ask supporters to sign up for your newsletter for future updates. As you try out a mix of these post types, make sure to track results to see which content supporters are responding to and adapt your social media plan accordingly.