Social media has radically changed the way people interact and connect with one another. For nonprofits specifically, it offers a unique opportunity to communicate with potential donors from around the world. 

Globally, as of July 2020, more than 2.6 billion people are registered on Facebook, 2 billion on Youtube, and 1 billion on Instagram. These numbers are growing, and with millions of Americans at home, the choice to raise money and awareness for your nonprofit through social media is a wise one. 

Last week, Verdin created a five-step guide on how to maximize the impact of your organization’s social media. This week, we’ll take an in-depth look on how to use social media to create an inspiring online fundraiser. 

With numerous platforms all functioning in unique ways, there are many techniques to fundraise on social media. An article published by NonProfit Pro titled Social Fundraising: Tips to Raise Funds highlights the importance of promoting your organization’s work on social media. 

Not only is it easy to raise money on social media, it can be fun and engaging for your followers. It’s also a great way to connect with potential supporters. 

Plan ahead. 

Like any fundraiser, planning for one on social media is essential. 

• The first step of a successful fundraising endeavor is to choose one or two specific channels on which to launch your fundraiser. Each platform has its benefits and downsides. For example, Facebook fundraising tools are simple to use but don’t collect much information from donors, which may make it difficult to connect. Instagram uses eye-catching visuals to grab attention but you cannot post links. Consider which platform will work best for you. 
• Create a clear monetary goal and deadline. This will give your followers a sense of urgency for your fundraiser. You will likely see the most support from donors in the very beginning of your campaign and right before the deadline. 
• Make it easy to donate. Having an accessible link for donations is crucial for followers or potential supporters who need a quick process. 

Stay informative and active. 

Remaining enthusiastic and engaged throughout the duration of your fundraiser will inspire your supporters to get involved. 

• Post frequently. An article by Get Fully Funded suggests that when running a fundraiser, nonprofits should post one to two times a day for Facebook and Instagram, and five times a day for Twitter. It is critical to keep your fundraiser fresh and relevant. 
• Inform your supporters of their impact. Let your donors know in a meaningful way how important their support is. Use numbers or stories to share the significance of their donations. 
• Be responsive. Take a more human approach when raising money on social media and interact with your supporters’ questions and comments. 

Experiment with different posts and ways to raise money. 

Social media fundraising can be so much more than simply posting a link to donate. Most platforms offer many creative ways to promote your fundraiser. 

• Your posts should be shareable, include visuals, and tell stories. Create a hashtag for your fundraiser and use it along with curated, searchable keywords. This will expand your reach to potential supporters. 
• It is crucial to encourage your followers to get involved in your fundraiser! This could mean sharing posts, peer-to-peer fundraising, or sharing personal anecdotes about your organization. Followers play a vital role in social media fundraisers and can inspire others on behalf of your organization. NonProfit Tech for Good suggests that followers can even start their own campaign for your organization. 

Measure your success. 

In order to run a successful social media fundraising campaign, your nonprofit must understand which approach is working best for you. 

• Monitor and analyze your engagement. What is generating more responses, donations, or shares? You can use programs such as Hootsuite to do this. 
• Although a follower count is important, interaction is more meaningful. Strive for engagement from your followers rather than amassing as many as possible. 

Lastly, follow up. 

Although sometimes daunting, social media fundraisers are more than worth it in the end. Don’t forget to express your gratitude to everyone who donated or participated in your fundraiser when it is complete, and welcome your new supporters!

Instagram, Twitter, Facebook, SnapChat, Youtube—to some, this list is a massive part of daily life. To others, it’s a quick form of connection or entertainment or maybe even a completely foreign entity. No matter how you view social media,with more than 3 billion active users, you can’t deny the monumental impact it has on today’s world. 

In the wake of the pandemic, social media is more important than ever. In a survey by the Harris Poll done in May, 51% of respondents reported an increase in social media usage since the COVID-19 outbreak. Of that number, 60% r were ages 18-34, 64% ages 35-49, and 34% ages 65 and up.

Spokes published A Nonprofit’s Guide to Communication, in which we highlighted a few different social media platforms and how to use them, with features and demographics. 

But how can you leverage these platforms to reach as many people as possible and make a significant impact? Here are five ways nonprofits can gain influence on social media. 

Use platforms correctly. 

When employed correctly, social media has the power to reach your target audience and relay your mission effectively. 

• Using demographics of your supporters and donor personas, choose the platform that will reach them best.
• For example, Facebook is a more universal option that can reach a larger and generally older audience. Instagram can reach a Millennial audience, and TikTok can be used to reach a very young audience. Although charming, TikTok is most likely where you gain followers,not donors. These are important aspects to keep in mind when choosing platforms for your organization. 
• For organizations using multiple social platforms, tailoring your content to each one is necessary for meaningful engagement. For example, Twitter is often used for short blurbs and updates while Instagram relies heavily on visuals. Posting the same information in the same form across platforms will not be nearly as effective as adapting to each style of communication. 

Be responsive. 

Making your audience feel heard and acknowledged is one of the most critical aspects of an impactful social media presence. When followers comment, message, or ask questions, make sure to respond meaningfully and in a timely manner. Engaging with your supporters is a crucial way to keep them interacting with your content in the long term. 

Choose engaging visuals. 

According to studies compiled by HubSpot, Facebook posts with images see 2.3 times more engagement than those without, and tweets with images receive 150% more retweets than those without images. 

• High-quality and eye-catching photos are a great way to earn likes and shares on social media.
• Videos have proven to be the most engaging form of visual media. Live videos are also popular on platforms such as Facebook and can be entertaining, informative, or both!

Choose interactive content when you can. 

Social media platforms have many different ways to make content interactive. This way, your organization can surpass simple scroll-bys and gain insight from your followers. Examples of interactive content include polls, questions and answers, tagging others, and surveys. 

Social fundraising 

Fundraising on social media can be a great way to raise money for your nonprofit and to raise awareness for your goal through likes and shares. 

• Set a monetary and time goal for your fundraiser, and make any donation links easy to find. 
• Explain with visuals or infographics how the donation money will help your organization. 
• Encourage your followers to share your fundraiser. 
• Post often, with varying forms of media. 

Social media is one of the best ways to connect with your organization’s supporters. When social media is used effectively, nonprofits can share their mission and expand their reach to people and places not previously known possible. 

Sources 

Business Insider 2020 US Social Media Report

NonProfitPro Social Fundraising Tips to Raise Funds 

HubSpot 50 Visual Content Marketing Statistics You Should Know in 2020

As online learning, working and socializing become the new normal and the current pandemic constantly presents new challenges, nonprofits must adapt to new strategies to maintain relationships and connect with donors.

Spokes has covered online communication and volunteer engagement in a crisis, but keeping donors and supporters engaged during a crisis is equally crucial.

With social distancing, unemployment and many other hardships attributed to COVID-19, donors may be experiencing high levels of stress and preoccupations. An article titled Remaining Relevant: Keeping Donors Engaged During a Crisis published by NonProfit Pro emphasizes the importance of staying connected with donors even in a crisis, specifically when your organization is not directly affected by the crisis itself.

There are many ways to continue your relationship with your donors and supporters and maintain relevance despite difficult times. Here are four ways you can start.

1. Be sensitive, supportive, and communicative: One of the most significant ways to cultivate meaningful relationships with donors is to be sensitive to donor situations and offer support.
   • In calls, emails and other communications to your donors, check in with them. Make sure that they are staying safe and healthy. A small sentiment goes a long way. 
   • If the pandemic has impacted your nonprofit, let your supporters know your plan of action and goals moving forward. Let them know if you are in need of support and how they can help. 
   • Communicate any changes your nonprofit has made in wake of the pandemic, such as updates and compliances to orders.

2. Keep up your online presence

As many supporters will be learning and working online during the pandemic, this medium is the best to communicate with them. Stay relevant through posts, newsletters and by updating your website often.

• Ensure that your website is accessible and easy to navigate as you welcome more traffic.
• Increase your posts on social media, using it as a tool to promote events but also boost morale and maintain a positive attitude in times of uncertainty. Make this content as shareable as possible.

3. Virtual events, activities and services

Giving your donors and supporters ways to virtually connect with your organization during this time is crucial; it will not only reduce shelter-in-place boredom but can also provide ways to fundraise.

• Offer a free service or activity online. Maybe this is a series of videos, a livestream, an educational module or a quiz. Encourage your target audience to engage with what your organization stands for and learn more.
• Hold virtual events to raise money or awareness for your organization. Popular examples of virtual fundraising include webinars, tournaments, auctions and even virtual races and 5ks. Sometimes, the event doesn’t have to be virtual—drive-in movies have been a great way to get out of the house, no germs involved. Get creative!

4. Stay in Touch

While many of your donors might not be able to donate now, they may in the future. This is your chance to strengthen your relationships and make an impact on donor perception of your organization. Continue to communicate with and thank your donors, and emphasize how much they mean to you.

In any crisis, remaining positive and open with donors is key. Providing multiple outlets for connecting will aid your organization during a crisis and in the future.

If you are interested in finding a network for support and creative problem solving in your development efforts during this time, check out our monthly Development Director Roundtable.