How to Run a Successful Social Media Fundraiser

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!