7 ways to use social media to boost year-end donations
Because 73% of adults now participate in the world of social media, a nonprofit’s usage of its social media channels can be key to bringing in donations—especially during the end of the year, when nonprofit giving is at its highest. It’s important to know how to engage your followers in ways that will boost your fundraising during this time. Follow these 7 tips to increase your social media audience engagement, and in turn, the number of donations you receive before the end of the year.
1. Create a plan and stick to it
Posting consistently and at the right time of day is important for best reaching your audience. Track when you audience engages with your content the most and then be sure to post during those times. For Facebook, try to post between 3-5 times per week during your follower’s most active times. Post more frequently to Twitter if your organization uses it; between 2-4 times each day.
2. Share personal stories
Pick a specific day or two each week to post stories about the impact that your organization has made, including pictures if possible. Past donors, as well as potential donors, appreciate hearing specific stories and putting faces to the people or cause that will be helped thanks to their donation.
3. Be honest and upfront about your needs
Update your social media channels with a post at the beginning of each week (or even more frequently), sharing how much you still need to raise before the end of the year. This reminds your audience that you need their help to meet your goals.
4. Vary your content
Creating a variety of content, shared across your multiple social channels, will engage different audiences. Monitor what types of content generate the most response from your online followers and focus your energy there. Short videos, infographics and articles are great types of content to integrate into your sharing.
5. Invite sharing
Asking your followers to share your cause with their followers and friends is an easy way to spread your message, not to mention increase your following and amount of donations. Simply adding “share this with your friends” at the end of a post creates a call to action that is easy for your audience to participate in.
6. Engage and be engaging
Social media is all about interaction. This means that while you want your audience to interact with your online presence, they also want you to interact with them. Each time someone comments on a post or asks a question on one of your sites, be sure to respond. Even a simple “thank you” or short answer to a question will create a better relationship between your organization and your online followers.
7. Make donating easy
Your audience will have a harder time donating if you don’t create an easy pathway for them to do so. Frequently posting direct links to your donation page on your social media or creating a “donate now” button at the top of your social media profiles will ensure that followers who want to give will know where to go.
Using these suggestions for social media will not only increase giving near the end of the year, but will create a more engaged audience so you can continue using your social media channels to generate donations throughout the rest of the year. Learn about other social media tools your organization should be using here or subscribe to 4aGoodCause’s weekly email newsletter to receive tips on other subjects such as mobile giving, nonprofit marketing and online fundraising.