Living in the digital age, we cannot help but notice how far social media has grown. Not only do we use these platforms for our personal lives to connect and engage with family members and friends, but also we utilize these properties within our professional lives as well. But even with its daily use, many nonprofit organizations are not leveraging the power of social media and taking advantage of its untapped possibilities for future donors and donations.
While most nonprofit organizations usually tailoring their efforts to a more personable approach such as direct mail, flyers, cold calls, one-on-one sit downs, and other offline marketing tools, online marketing tools, especially those dealing with social media platforms like Twitter, Facebook, Instagram, or a company page blog, should be optimized in the best possible way. Why? As such, social media properties allow your organization to double, triple, and even quadruple its exposure. As much as personal approaches and built-in relationships can gain you stronger retention donors, you have to understand that increased awareness and online marketing can also produce strong and effective results.
The key here is engagement. Like any fundraising relationship, you want to make sure you are targeting the wants and needs of your donor. With off-marketing tools, you are only limiting your organization and your efforts to a specific physical area. To branch out beyond your own personal proximity, I would advise your marketing team to take advantage of social media. For many people, they want to donate. In fact, they look to support various causes they care about. But they cannot do this if you do not give them the option to.
To help with this, I have outlined four easy-to-do practices in utilizing social media to increase donations.
With the world of journalism becoming more and more reliant on the Internet, it is imperative that you optimize your nonprofit organization’s website by writing and creating rich, organic, and informative blogs. For these blogs, you want to make sure you are discussing the overall niche of your organization and highlighting the mission and goals of your nonprofit. Many donors want to make sure the organization they are donating to is the right one. Be sure to discuss various accomplishments and direct them where they can make that transformative change through monthly or annual donations.
2. Expand your Exposure
We all know the popular social media platforms out there like Facebook, Twitter, and Instagram. To of course optimize these in the best possible way, make sure you are providing daily, if not weekly, updates about your organization. This can be a great platform to showcase your blogs and also share more current event news and press releases about your nonprofit. Make sure you are also connecting with those online. Find various organizations and thought-leaders that are similar to your field. This could eventually lead to a potential partnership in the future.
3. Paid Campaigns
Like anything dealing with business, you may want to consider possible paid promotional campaigns. Much of social media relies on engagement. To help build up your brand and highlight your organization’s mission, paid promotional campaigns for either followers or engagement through Twitter, Facebook, and StumbleUpon could be excellent avenues in spreading your message. Some days, a small investment could push you ten steps forward in the right direction.
4. Photos and Videos
For many social media properties as well as the social media market, photos and videos play an integral role in increasing engagement. Just think about the ALS Ice Bucket Challenge. Through small promotional engagement videos, you are able to market your organization, while increasing your donor pool in other areas of the world. Make sure these image and multi-video campaigns highlight your mission and various efforts in which people can help.