William Iven via Unsplash
With millions of active daily users across a myriad of social media sites, chances are your next batch of donors is just a click away. Here are three ways you can easily integrate your nonprofit’s activities with social media to expand your volunteer and donor base, increase your brand awareness, and solidify your organization’s position as an industry thought-leader.
1. Donor Engagement
It is a well-known fact that donors who have actively engaged with a nonprofit are much more likely to donate to the cause. LinkedIn is a very effective tool to reach people who may be interested in getting involved with your nonprofit. One Catholic organization in the Washington DC area was seeking qualified participants to join their year-long volunteer program. Through their LinkedIn Premium account, they were able to target Catholic professionals aged 22-40 and send messages directly to those candidates. The organization saw a 22% response rate from the young professionals they contacted. You, too, may want to consider using a LinkedIn Premium account to contact the most qualified professionals for volunteer opportunities with your nonprofit.
Facebook Events can be another great way to promote your nonprofit among your target demographic on social media. By hosting and promoting a single event through Facebook, you can improve current donor relationships by keeping an active presence online, while simultaneously expanding your donor base to reach prospective donors, through audience targeting. Whether your existing or prospective donors attend the event or not, they will likely have an improved perception, awareness, and trust of your nonprofit.
2. Brand Building
A small advertising budget doesn’t have to mean a small audience reach. Facebook is one of the best outlets for brand building on a tight budget. When running a Facebook advertisement, you can either pay for impressions (the amount of times your ad is shown in someone’s News Feed), or for link clicks on your ad. When paying for clicks, you can serve thousands of impressions to your targeted demographic, but only pay when a ‘hot’ prospect actually clicks on your ad.
You can also implement a technique called “priming” when it comes to your social media advertisements, which will help improve response rates to future premiums. In a study, one company found that promoting a future premium (a fleece blanket) in their direct mail communication significantly improved response rates from interested donors. When designing ads for social media and email, consider including pictures of your upcoming premium to entice donors and improve response rates.
3. Inbound Marketing
Most Facebook users are programmed to get their news directly from their Facebook feed. Your organization can quickly position itself as a thought-leader by writing educational, inspiring, or motivational blog posts, and then sharing those blog posts on Facebook. Develop easily digestible, shareable content that ties current events to your nonprofit’s work. Once you feel comfortable utilizing blogs as a news source for your company, be diligent in working to spread them to as many readers as possible. Share the blog posts through your company’s social media pages, encourage followers to share in their personal News Feeds, and consider advertising or “boosting” the blogs themselves to help increase their viewership.
When you stay in front of your audience, and position your organization as an active presence in your industry, potential donors are much more likely to give.
Andrew Gerber is a Marketing Sales Analyst at Innovairre Communications, which supports more than 500 nonprofit organizations around the world. Contact us at Answers@Innovairre.com, and follow us on LinkedIn and Twitter.