Nonprofits measure how successful they are at engaging their donor base by the number of donations that they receive. In order to get more donations you need to reach more people, but it is important that you reach the right people.
Which is where social media comes into play. Social media, done right, is an effective tool for nonprofits to reach new donors via their current donors.
Social media allows you leverage your existing donors, you know the people who are excited and passionate about your cause. It is their enthusiasm, shared with their social network, that will bring new donors to your organization.
Studies have shown that people are more likely to give to an organization that they know a friend or family member already supports.
The task your organization has is to create the kind of content that people want to share. If they only thing you share with your current supporters is a plea for a donation, then chances are they won’t share it with their friends.
Instead consider using dynamic content such as a video that showcases your volunteers in action, something like this will more often result in a share.
While social media makes it easy for you to spread the word about your cause you must have content that people find engaging and want to share. Work on creating posts that are interactive such as trivia questions related to your cause, testimonials from supporters or beneficiaries, success stories or photos (or video) of volunteers in action.
Okay, so you create an awesome video, then what? If you have a YouTube channel you can use YouTube’s new donation cards. Donation cards make it easier to raise money for your cause by allowing your viewers to donate directly from your YouTube video, and after they donate they can share it with their followers.
Another place to share your video is Facebook, the platform just added a new live streaming video option that allows you to live stream to your Facebook feed. Imagine all the possibilities!
Plus, new research is showing that donors will give more when they are offered a chance to fund a specific project. So, it makes sense to use social media to promote “micro campaigns” that fund a specific project versus an overarching fundraising campaign. So go make a video, spread the word via social media and get some new donors.