While most nonprofits rely on volunteers, small- and medium-sized nonprofits rely heavily on them, with some being 100% volunteer-run organizations. Their preference is to use direct mail, flyers, and other offline marketing tools.
This is okay, but you want to balance your offline marketing efforts with online tools such as social media.
Expanding Your Reach Is Easier Than You Think
Engage with your target audience online. You have a better chance of reaching your audience around the world and not just organizations who are located in your physical area. It’s possible to find people and companies who believe in your cause, and they’ll want to help your nonprofit. But supporters can’t donate if you’re not taking full advantage of social media.
Choosing The Right Platform
In order to increase donations for your non-profit, it’s important to make sure you choose the right social platform(s). The goal of marketing is to get the attention of your audience and influence them toward an actionable result – like a donation or a sale. Facebook has over 1 billion active users, a growing video platform, and a very accurate ad platform and Twitter is historically the number two social network with over 304 million users. According to a recent Hubspot poll, 98% of NPO’s surveyed are on Facebook, and 70% had a presence on Twitter, but if your organization has stopped there, you are missing out. Here are other the platforms you need to consider and why:
- LinkedIn
By producing content on this platform, you can find like-minded professionals who believe in your organization and have the financial means to donate. This platform will also help you to identify potential new hires that are the right fit for your growing NPO. - YouTube
Only 45% of non-profits think that YouTube is a valuable platform. This is the leading online video platform and more people are consuming videos online than ever and the number of brands creating branded content has skyrocketed in the past years. It’s definitely an opportunity for NPO’s to create content and drive donations. - Instagram
If you haven’t considered Instagram for your NPO marketing, then its time look around because you’re missing an opportunity to creatively tell your brand story to over 400 million highly engaged users. - Pinterest
If your organization sees any value in marketing to females with children and an above average household income, then Pinterest is a must. Ask for donations on Pinterest by pinning items that your nonprofit needs and provide instructions on how to donate the items.
This list is not all-inclusive; changes in technology occur rapidly, so it’s important to consider where attention may be shifting.
Tell stories
Any salesperson, fundraiser or ad man throughout history can tell you the power of telling stories to reach an audience. So why has the narrative gotten lost for so many on social? Stories are the emotional superglue that binds you to your audience. So when it comes time to ask, start with a story. Tell the story of an individual who was deeply affected by your charity and the way their life was changed, and then explain that there is more work to be done and ask for the donation. Stories are the catalysts that motivate people into action.
Stories aren’t just told in text, they can be illustrated through pictures, videos, infographics and much more. Utilize every means available to tell your story to your audience and connect with them on an emotional level.
Test Campaigns Between Thanksgiving and New Year
Create social media campaigns on the various platforms during key times of the year, such as Thanksgiving through New Year. Why? Because the end of the year is when people open their hearts and wallets and give to each other and nonprofits. It’s also when companies have their budgets set for next year.
Nonprofits that use social media to leverage their donations can do a world of good in a short amount of time.
If you’re already using one or more of the techniques listed above but are not getting the results you desire, take a step back and assess your strategy.
Don’t panic if you create a social media contest and it flops. Next time, set up an A/B split test to see which version of the contest does better. Pay attention to color schemes and copy. All it takes is one minor adjustment and – Bam! – donations will be sent in no time.
MVP
Megan Van Petten
CEO & President
Van Petten Group, Inc.