Social media has the power to do great things, including converting your followers into donors, volunteers, or other types of supporters. If you’re struggling to persuade your followers to donate, it may be time to rethink your nonprofit’s approach to social media marketing.
There’s no secret formula or a “hack” for the algorithm. Instead, seek out ways that you can be of service to your audience and lean into new ways to inspire your followers. You need to show them why your organization is the one that can get the job done!
This guide will offer actionable advice to elevate your online presence and connect with followers. Soon enough, you’ll learn how to craft inspiring posts that bridge the gap between your online presence and genuine human connection, helping to build reliable revenue streams for your nonprofit.
First, focus on your content. Are you sharing plenty of information about your cause, upcoming involvement opportunities, and how your nonprofit is achieving its mission? Craft your posts with your audience in mind. Ask yourself, “What do prospective supporters want to know about our work? How can we update current donors to retain their support?”
When posting on social media, aim for a wide variety of content: some educational, some inspirational, some personality-filled, some behind-the-scenes, and some asking for involvement. A range of content will help you cater to your entire audience rather than only specific segments.
As you create your content, elevate your posts with these tips:
No matter what content you post, the words and images you share matter. Invest in high-quality photography and videography, and take time creating graphics and writing copy.
If you don’t have the financial resources to outsource these tasks, there are free and low-cost options for creating your own content. Use Portrait mode on your iPhone when taking photos, edit them with free online tools, create graphics on Canva, write thoughtful descriptions for each image you post, and include alt text to ensure visual content is accessible. Always find a way to address your target audience’s passions and speak to how your work supports them.
Social media has one major advantage over other marketing platforms like email: the ability to hold two-way conversations with your audience.
Reply to comments, engage in discussions, and encourage followers to share their thoughts and stories related to your cause. Get a hashtag going, or encourage your followers to tag your nonprofit each time they post about your work. Either approach makes engaging with their posts easy, allowing you to show your appreciation for their efforts to promote your cause.
Even if they haven’t personally donated, encourage your followers to launch birthday fundraisers for your cause. Then, share their posts on your nonprofit’s social media page to show you genuinely care about their support.
However you go about it, make sure your followers know you’re paying attention to form connections that may ultimately inspire donations.
Given social media’s sharing nature, these platforms lend themselves well to social awareness campaigns. To make the most of these types of campaigns, keep up with the latest marketing trends, including which platforms are rising in popularity. Knowing this will provide insight into which channels will enable you to reach the largest audience possible with your social awareness campaign.
Whichever platforms you choose, the main appeal of these campaigns is that people can get involved without feeling pressured to donate. Even if they can’t give, they may inspire someone else to do so by expressing their passion for your cause.
Here’s how to launch a cause awareness campaign that stands out:
Running an awareness campaign is a powerful way to spark interest in your mission and ultimately encourage donations. As the number of shares increases, more people will learn about your cause and how they can help.
When your audience has seen your educational content and understands your mission, they’re primed to give. Simply asking them can seal the deal. Set your social media donation solicitations up for success by doing the following:
Don’t let all your hard work maintaining your social media accounts go to waste! When you’ve engaged followers in your cause, they’ll want to know the best way to help. Let them know how vital donations are, and they’ll likely give.
When your followers donate, reward them for their generosity by thanking them! Depending on their preferences, you can show your gratitude in several ways, including:
eCardWidget’s donor recognition guide explains that when you value supporters, the word will get around! Seeing how much you appreciate your donors may incentivize others to give as well.
Brainstorm with your team about how to show supporters gratitude. While social media is a great spot to showcase appreciation, always confirm whether someone prefers public or private recognition. Maintain their trust by only posting about their donation if they state that’s their preference over other appreciation methods, like a private and engaging email.
Simple changes today can make a world of difference tomorrow! Social media can be a powerful force for your fundraising, but only if you’re strategic with your approach. When you lead with authenticity and showcase the work your organization is doing to make a difference, you will ultimately attract the crowd that is the perfect fit for you.