Communicating with Donors

If you think many of your current and potential donors are on social media, meet them there!
  Social Media for Beginners 
Social Media Advanced


We also have a fantastic How-To-Guide for creating social media pages and content!


If you think e-mail works best for your organization, use some of these templates to kick off your communication.


And check out other ways of talking to your donors with these eCommunication tips.

 

Facebook

Where do I start?

  • Create a page for your organization. (Pages are for organizations; profiles are for people.)

What do I do?

  • Post articles, pictures, questions and commentary about the things you care about: your project, your community, your cause and other causes like yours
  • Make sure you’re not just posting a link to your project page—include other interesting content as well

What kind of content should I post?

  • Mixed media that is audience-centric
  • Consistent updates
  • Content with a clear directive

Who sees my page?

  • Your fans, and other Facebook users who may become your fans (because they are friends with your fans.)  Engage people by enabling feedback and adding comments or questions to articles you post

How do I reach people?

  • Interact! Update frequently and ask for input. Invite people to like and comment on your posts!

How can I succeed?

  • Know your goals, know your audience, know your platform

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Twitter

What is it?

  • A micro-blogging platform

What does it do?

  • It answers the questions “what are you interested in?” and “what has your attention right now?”

What do I do?

  • “Tweet” updates up to 140 characters about your current fundraising campaigns, project updates, upcoming events, or whatever else you want your donors (and prospective donors!) to see. But don’t just talk about yourself! See what other people are talking about, and share useful or interesting information as well.

Who gets my updates?

  • Your followers. People opt-in to receive your updates.

How can I be successful?

  • Maintain context in your messages
  • Follow people who are talking about your interests
  • Join the conversation—no one likes a lurker!
  • Hashtag (#). It links your tweets to people who have similar interests, increases your reach, and expands beyond your network
  • Hashtag ideas: Keywords (#charity #nonprofit), Locations: (#kenya #sanfrancisco), Events (#japanearthquake #fathersday), Topics (#redsox #publichealth)
  • @Reply to others – this gets you in the conversation and credits your source

In the Know: Twitter Speak

  • @ means you’re talking to or about someone
  • # means you’re labeling something
  • RT means you’re Re-Tweeting something
  • Via means you’re repeating a message that you read first from someone else
  • Direct message is a private message between 2 users

See our Social Media Trainings for more helpful hints

 

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Social Media (Advanced)

 

If your organization has used social media for past campaigns and fundraisers, you may find these specific tips useful.

Facebook

Interact!

  • The best way to make your donors feel important is to ask for their input. Ask questions, respond to theirs, and ask for likes and comments.

Use Facebook Insights to track trends, growth, demographic information

  • Visible only to admins
  • You need 30 Likes to View
  • Helps track engagement and demographics—tells you who is looking at your profile and from where
  • Also tells you who your referrers are: tracks where the traffic to your page is coming from

Shorten your links to keep posts clean

  • Websites like bitly allow you to shorten any link

Familiarize yourself with Facebook EdgeRank, the algorithm that makes your page visible in your fans’ News Feeds

  • Facebook uses these factors to determine what content gets published to the News Feed:
  • Affinity- how well connected you are to the audience
  • Weight- how popular a piece of content is, and what form it takes (video, photo, status update, etc.)
  • Recency- how new your content is
  • Pay attention to what time you’re posting—when is your network on Facebook most?
  • Encourage tagging! It automatically increases your reach because it connects you to the tagged person or organization’s whole network

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Twitter

How can I be successful?

  • Maintain context in your messages
  • Follow people who are talking about your interests
  • Join the conversation—no one likes a lurker!
  • Hashtag (#). It links your tweets to people who have similar interests, increases your reach, and expands beyond your network
  • Hashtag ideas: Keywords (#charity #nonprofit), Locations: (#kenya #sanfrancisco), Events (#japanearthquake #fathersday), Topics (#redsox #publichealth)
  • @ Reply Others – gets you in the conversation and credits your source

Re-tweeting

  • Do it!
  • Make sure you leave enough room in the character limit for the @retweet to fit

 

See our Social Media Trainings for more helpful hints

 

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