Although the pandemic puts in-person fundraising events out of the question, you can connect with donors on social media during your own digital fundraising campaign. This list of tested tips from nonprofit leaders will help you prepare for social success!
Here are five techniques to try for your next social media fundraising campaign, recommended by fellow nonprofit leaders:
When you’re preparing for a social media fundraising campaign, don’t forget the people closest to you—friends, family, and board members. Even if they aren’t able to donate to your organization during the campaign, they’ll likely be willing to share your posts and connect you with people in their network who might be passionate about your cause.
“It is really important to connect with your board as much ahead of time as possible and to provide them with communications and fundraising materials to mobilize their networks. These same materials should also be part of your social media campaign.”
—Alyssa Rychtarik, The Grandmother Project, Inc
You don’t need to reach everyone everywhere with your social media campaign. Define your target audience, and use the channel that works best for them, whether Facebook, Instagram, WhatsApp, or another platform. Once you meet them where they’re at in the social sphere, personalize your communications as much as possible. Get to know your followers, learn what inspires them, and build a virtual community where authentic connections can grow.
“The biggest challenge is the pandemic at this time and the fact that we cannot make those face-to-face meets—virtual meetings seem slightly less personal.”
— Lexxs Hoffman, The Collective for Orphan Care and Education
Even social media campaigns can benefit from some offline action. Share the campaign details with your personal contacts via email, send calendar reminders to your organization’s board members, or reach out to print and digital outlets. New mediums bring new potential!
“I always think sending out a press release is a great idea. It adds an online or paper component to your social media push. Not everyone is on social media, so we actually had people donate offline to [campaigns] as well.”
—Chantel Hoheb, The Virgin Islands Children’s Museum
Plan ahead, announce before the start, and keep pushing until the end of your social media campaign. Even with a small team, you can prepare and schedule several social posts for publication before and during the campaign. If you set specific fundraising goals, thank your donors and share progress updates at key points throughout the campaign. Consider highlighting donors in your posts if they give you the OK.
“Keeping momentum is essential. Work through a story to keep viewers active. It is about storytelling. You see something and you think, ‘I want to donate,’ but something happens, and you carry on with life. Then you see it the following day as a reminder.”
—Adine Roode, Wildlife Conservation Trust
Let donors know that every dollar makes a difference for your organization, but monthly donations (even small ones) offer more stability. Although your social media fundraising campaign may be a one-time event, your work is continuous. Show your donors that your staff will remain committed to your organization’s cause, and explain that a monthly donation is one way they can commit, too.
“We try to educate [donors] about breaking down whatever they intend to contribute as a lump sum into regular, more manageable smaller monthly contributions.”
—Abraham Osinbowale, Ibadan Grammar School Old Students’ Association NA, INC
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