How Nonprofits Can Use Social Media to Boost Donations
If you’re a nonprofit, social media represents a fantastic opportunity to communicate and link up with future donors as part of your fundraising strategy. But your social media presence should include more than just Facebook because Twitter, Instagram, and Pinterest are also vital and important platforms that will enable you to interact with the generation who spend more time on social media than any other — the Millennials.
According to the 2015 Millennial Impact Report, donating to charities and volunteering are important to millennial workers who now represent the majority of the U.S. workforce. Although Millennials make up 11% of total giving, they are projected to play a larger role in the future.
In last year’s Millennial Impact Report, 47 percent of the roughly 1,500 employed millennials surveyed said they had volunteered for a cause or nonprofit in the past month. So if you are unable to secure a donation, you can still suggest various ways for millennials to get involved with your organization.
Despite most nonprofits being on Facebook, survey results from nonprofit professionals who manage their social media and online communications reveal that almost 90 percent of them consider their most important communication tools to be email and their websites. That’s because they consider a donation in and of itself to be their goal. However, social media can greatly facilitate donations via retweets and comments.
According to a 2012 eNonprofit Benchmarks Study, the biggest challenge facing nonprofits is not allocating enough staff to effectively manage their social media accounts.
While most nonprofits use social media as a platform to disclose various events and activities, only half of them utilize social media to discuss important issues related to a nonprofit’s focal point. Using social media to expand on core issues related to a nonprofits area of focus serves to intensify and heighten interest in a given nonprofit’s cause, which will ultimately manifest in more donations.
Engagement is the Key for Non-Profits in Social Media
The idea is to engage your audience to the fullest extent possible in order to establish a relationship between your organization and its supporters. Beth Kanter, who has over 30 years working in the nonprofit sector, suggests that engagement has a purpose or larger goal. “There is a continuum of engagement or a progression of the relationship from stranger to becoming a life-long champion and supporter for your organization.”
Based on information gleaned from the Case Foundation and Social Media for Nonprofits, the most successful posts for nonprofits are ones which encourage dialogue with fans. John Haydon, one of the most sought-after digital marketing experts for nonprofits and charities, explains that posts that end with a question mark vs. a period generate twice as many Likes, Comments, and Shares — especially those that start with “should” or “would.”
Haydon adds: “Growing an engaged community is like tomato farming. The tomato farmer does not work to eat tomatoes today. He works to feed his family two years from now. And he understands what’s required. To get a nice sweet juicy tomato, he might have to spend a couple of years working the soil, pulling out the weeds and constantly checking the crop’s health.”
Considering the value of an engaged audience, nonprofits should get in the habit of tracking and analyzing the key elements that contributes to sustaining a health level of engagement.
This goes the other way. Note that the United Way, one of the largest and most well known nonprofits in the world is pretty quiet on social media. Their Instagram comments go unanswered, and even negative comments are not neutralized. This lack of engagement could result in detrimental effects for this non-profit.
How Socialdraft Can Help Your Non-profit on Social Media
As mentioned above, one of the biggest hurdles for nonprofits is not setting aside enough manpower to manage their social media accounts. Socialdraft is a dashboard that was built to save time, engage intelligently, and work with teams to help you reach your fund raising goals.
With Socialdraft you can schedule posts to Facebook, Twitter, LinkedIn, and Instagram. These posts can be easily duplicated, moved around, and edited. This means saving time and resources.
You can set up multiple managers for your accounts so that the workload can be easily spread between many, and you can set up permissions to keep control of the accounts.
On top of that, you can use SmartID to identify the most influential people to interact with your pages, then we give you their social media links so that you can then cross-engage them on multiple platforms making it easier for them to give to your organization.
Best of all, we offer a pretty hefty discount to non-profits, making this a painless part of your day to day activities.