Did you know that social media is the number one prompter for online giving? Last year, we ran a survey of your online giving habits during the important end-of-year fundraising season, and yes, social media trumped email, direct mail, blogs and other communication methods by a mile.
In fact, 31% of women donate as a result of seeing a social post (20% for men) while 37% of millennials were prompted by social posts.
So, as you execute your nonprofit’s end-of-year fundraising campaign, make sure social media planning is a key part of it, not an afterthought. Not only does it work, it helps creates a deeper engagement between your supporters and your organization - so they’re more likely to care about, connect with, and give $$$ to your cause!
Here’s how you do it:
Develop a narrative and use social networks to amplify it - At the heart of your end-of-year campaign should be a narrative. Your story is your most powerful weapon - your supporters relate to it, it draws them in, and even drives them to action. As you develop your campaign narrative, think about your organization’s mission, goals, and values. Everything you do on social media should reflect this narrative. Tell your story, use humour, visuals, and surprise to get your story across. Above all develop your narrative early on and stick to it. All of this needs to be planned ahead. Read more about inspiring supporters through storytelling.
Choose your media - If you haven’t done a lot with social media in the past, pick a social outlet that your target audience is already using and that everyone on your team is already familiar with. Facebook and Twitter are great starting points. If you have a visual story to tell, consider Pinterest and Instagram too.
Incorporate donation tools into social media - One big change between this year’s end-of-year fundraising season and last’s is that Facebook now lets supporters make donations directly via your page or Facebook ads. It’s convenient and secure. Learn more about how to add this functionality here.
Create a schedule - Make sure you stay on message, on task and in steady communication with your supporters by having a social schedule. Create a plan for the week - outline the content, the visuals, the copy, any links, and who will post and monitor.
What to post? - Stick to the basics. Think of social media as a tool to amplify your campaign elements. Things to share include:
- Relevant and new blog or web content
- Related news articles and third-party blogs
- Share or retweet content from other organizations and your supporters
- Timely calls to actions or events
- Discussion starters (post questions, polls, etc.)
- Things that get supporters excited, humored and engaged
Create urgency in your fundraising posts - Social media is all about the present. If you can’t capture attention right now, then you may have already missed your opportunity. Emphasize why donations are necessary (and a tax benefit at this time of year). Share real-time updates of the progress of your campaign and invite supporters to help you reach your goal.
Use social networks to get more email subscribers - Use this time to keep building your list. Promote your email content (newsletters, etc.), add a sign-up tab, and encourage your supporters to stay in touch directly (“never miss another XYZ, sign up today”). You can also use Salsa’s social sharing features to boost your email list sign-ups.
Monitor and respond - Show your supporters that you’re listening. Use management tools like Hootsuite, Tweetdeck, along with Salsa’s social sharing features to monitor, manage, and respond to your social ecosystem.
For more tips check out these other resources:
- 8 Social Media Fundraising Tips for Beginners
- 5 Ways Giving Tuesday Can Boost Social Media for Nonprofits
- 5 Ways to Get the Most out of Twitter on Giving Tuesday
- Webinar: Combining Social Media and a Year-End Plan