Social media has the immense power to do GREAT things, including helping you transition social media followers to donors or customers. If you’re looking for a secret formula or a “hack” for the algorithm, you’re looking for the wrong things. Instead, seek out ways that you can be of service to your audience and lean in to new ways to serve.
When creating your content for social media, aim for a wide variety of content: some educational, some inspirational, some personality-filled and behind-the-scenes, some asking for your community’s involvement. Also, write posts and curate imagery with your audience in mind. Think of your ideal target donor / customer and the types of content they are seeking out about the cause.
Social media in many ways is a storytelling platform, so the words and images you share matter. Invest in high quality photography and videography, take time creating your graphics and writing your copy. If you don’t have the resources financially to outsource these tasks, simply be more mindful about the content you’re creating: use Portrait mode on your iPhone when taking images and edit them with a filter in VSCOCam or Adobe Lightroom (free apps), create graphics on Canva.com and focus on writing more meaningful captions. Always find a way to work in your target audience’s pain point(s) and speak to how you solve them.
A huge portion of your content should be educational and providing helpful insights to your audience members. Share statistics, success stories and the latest news within your niche. This will help them to understand the current challenges the industry is facing, as well as how they can best be of service to YOU, too! Keep in mind the 80/20 rule – 80% of your content should be giving value, 20% of your content can be a promotional ask. Focus on giving and you will reap what you sow.
When your audience has seen your educational content and understands your mission, they’re primed to give. Paint a picture for them of the results they will obtain if they donate to your cause or purchase your product/service is the way to get them to take action. Ask for specific dollar amounts, not a generic give message. If you have some $$ for paid, create an audience that’s engaged with your content on Facebook and/or Instagram or watched one of your videos (at least 50%) of the way through! Now, you know you have an engaged audience that’s ready to be prompted with a give message.
Simple changes today can make a world of difference tomorrow! 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.