Social media has become a powerhouse of communication, bringing nonprofit organizations closer to their supporters and enabling more ways than ever before to spread awareness of their causes. However, the role that social media plays in the success of a nonprofit organization doesn’t stop there. Fundraising on social media is a great strategy to integrate into any organization’s fundraising goals.
6 Social Media Fundraising Strategies
Here are six ideas on how to add spark to your social media fundraising strategy and raise more.
- Create Engaging Social Posts
- Retweet on Twitter or Re-post Facebook or Instagram Posts
- Make Your Social Media Fundraising Personal
- Use Brand Ambassadors as the Face of Your Cause
- Strategize Signature Social Media Fundraising Campaigns
- Dedicate an Active Marketing Team for Social Media Fundraising Campaigns
Create Engaging Social Posts
Getting your constituents to engage with you is key to social media success. Each time someone engages with your posts, your post receives a boost and is sent out again. Here are some ways to get supports to engage with your social media posts:
- Polls and Contests: Whether it’s a poll to get your followers to contribute their thoughts, a contest, such as asking supporters to contribute artwork relating to your cause, or a question of the day to get supporters to share with your organization, any engagement is good engagement. These posts can finish with announcing the winners and a reminder to donate towards the cause.
- Infographics and Photos: Whether the post is an informative infographic to share statistics relevant to your mission or a heartfelt photo of someone receiving help from your organization, visuals can be great ways to draw attention and remind your social media followers to donate to your cause.
- Facebook Live: Live video streaming is a fun, engaging way to connect with your constituents. It can provide a convenient way to brief donors on the progress of a specific program or campaign. Better yet, Facebook Live videos go straight to the top of your constituents news feeds.
Retweet on Twitter or Re-Post Facebook or Instagram Posts
People like it when you acknowledge and re-post their content, and they are more likely to do the same with your content in return.
If someone is hosting a memorial tribute campaign, reach out to them to ask them if they can tell you why they participated in the social media fundraising campaign and if you can share their story on your own feed. Another way to integrate your followers into your social media feed is to promote and search for hashtags that are specific to your cause. Retweet or re-post their posts while mentioning or tagging the original poster, then end your posts with a link to donate. Gear uses towards fundraising on social media, but begin with a personal story or post to really translate the importance to your supporters.
Make Your Social Media Fundraising Personal
While many non-profit organizations use social media as a one-way means of communication, social media is about interaction with your supporters. Stand out among organizations by personalizing responses to your posts as a strategy for fundraising on social media. If there is a crowdfunding campaign that is being promoted on social media and someone responds to the post, respond back quickly and directly to what they are saying and end it with a link to start a crowdfunding campaign. If someone is sharing the story on how the cause impacted them, share your appreciation for how they’ve shared their personal stories and how your cause can support more success stories like theirs. Turning posts into a conversation is one way to build relationships with your supporters, which can also lead into piquing their interest towards supporting your cause or getting involved with your organization.
Use Brand Ambassadors as the Face of Your Cause
Another powerful idea to implement with your social media fundraising strategy is to partner with a brand ambassador or ambassadors. Celebrities, famous faces and social media personalities come with ample social media followers, which serves as a great opportunity to build your own following. When your brand ambassadors share the reasons why they support and volunteer with your nonprofit organization, it serves as a reminder to encourage others to donate or volunteer with your organization, as well. If your organization is selling branded merchandise, simply posting a picture of your ambassador wearing one of your t-shirts and linking to your eCommerce store can bring in sales.
Strategize Signature Social Media Fundraising Campaigns
Some of the most successful fundraising events have been because of a signature social media fundraising campaign. Some examples that you probably recognize include the Movember Foundation, which asks supporters to grow a mustache or beard in November to raise awareness for men’s health issues and the Ice Bucket Challenge, which is hosted by the ALS foundation to bring awareness to ALS. Both were successful because they used a strong social media presence coupled with nonprofit crowdfunding campaigns.
Here are some tips in creating a signature social media fundraising campaign:
- Coin a hashtag: During your posts, consistently use a hashtag that is specific to your cause or campaign. Coupling your hashtag with more popular hashtags, such as #charity, #donate, #dogood, #philanthropy or others that are trending.
- Dedicate a month or day specifically for awareness: Utilize a pun or a play on words with the date to make it easy to go viral. People like to share fun things.
- Create a social media challenge: Like the Ice Bucket Challenge, consider simple things that supporters can record themselves doing to promote awareness, while also showing support by hosting a crowdfunding campaign for performing the challenge. Think about this carefully and make sure the idea is safe and appropriate.
- Design a temporary profile picture: Many tragedies will trigger a temporary profile picture on social media, but social media fundraising campaigns can do the same. For example, use a filter to add pet ears to your profile picture on Facebook to promote an animal adoption awareness month (with a banner at the bottom noting the hashtag of the social media fundraising campaign).
Dedicate an Active Marketing Team for Social Media Fundraising Campaigns
Implementing a strong social media fundraising strategy requires a dedicated marketing individual or team. The role includes consistently building the relationships and interacting with your followers through the various social media channels where your organization has a presence. Here are some helpful tips to have an all-star marketing team:
- Plan a Social Media Calendar: Plan the posts that will go through each social media channel by the week or month so that there is consistent material for your followers.
- Take Advantage of World Holidays: Apart from well-known holidays, there are plenty of world holidays that can be added to your calendar to spark interesting posts. For nonprofits, these include World Humanitarian Day, International Women’s Day, International Day of Charity, International Volunteer Day and more. Research which holidays best fit your cause’s social media fundraising campaign and prepare a post or campaign around them. Using a ready to go video marketing calendar would make executing your holiday campaigns easy.
- Use a Social Media Management Platform: Consider using a social media management platform, such as HootSuite or Sprout Social, to schedule your posts. These platforms allow you to schedule your posts ahead of time (through all of the social media channels) to save time throughout the day and keep your team focused on engaging with your supporters.
With our social media fundraising strategy, converting your social media followers into donors will happen organically. While receiving donations right away would be great for any organization, utilizing social media for fundraising is a gradual process that requires time and patience. However, with enough consistency, having a strong social media following can bring great returns long-term when your online presence focuses on strong engagement and growing brand awareness.