Use Social Media to Grow Philanthropy
In the last few years, social media usage has increased rapidly to more than 2.77 billion social media users worldwide. This number is estimated to increase to more than 3 billion by 2021. statista.com
So why should this matter to your nonprofit? Individuals account for most charitable giving in the US. The number one reason individuals say they are compelled to give is because they are asked. Relationship building and donor cultivation are foundational to successful solicitations; and social media is a low-cost, high-impact method for building relationships with your donors and prospective donors.
The same time-honored standards apply online just as they do IRL:
Communication demonstrates appreciation
Don’t wait to explain things on social media after an event or when a relevant topic arises. Make every effort to keep donors, volunteers, prospective supporters and the wider community informed on the front end. Use online platforms to announce, confirm and revisit issues and events that matter to your constituency before they need to ask.
Consider your audience
Whoever is developing your social media content is, by necessity, already “on the inside,” so it’s easy to forget what constituents don’t know and what they want and need to hear. Often, the most basic information is omitted from content: When, where, how and why. Enlist a few social-media savvy board members and volunteers to serve as regular social media watchdogs to offer a more objective point of view.
A picture is worth a thousand words (and maybe thousands of dollars for the mission)
According to Facebook, posts with photographs or images are more than two times more likely to generate an engagement. For Twitter, tweets that contain pictures and video are three times more likely to generate an engagement. Make it easy to have great content readily available. Set up an engaging backdrop at events with an appropriate hashtag, so attendees can take group shots and upload photos to their own social media pages – with your organization tagged, of course. Ask board members and volunteers to take pictures on a regular basis. Make this standard operating procedure for everyone who cares about the mission.
Of course, if you need assistance on how to incorporate social media into your comprehensive fundraising plan, reach out to a Hartsook team member. You can find us online.
To learn what Hartsook can do for your organization, contact us at [email protected]
Hartsook’s Growing Philanthropy Tour
Contact [email protected] to schedule a Hartsook consultant to speak at your conference or organization
November 6-8, 2019
Missouri Community College Association
55th Annual Convention & Tradeshow
Major Gifts from Inspired, Motivated Donors Represent the Greatest Opportunity for Increased Funding to Community Colleges
Matthew J. Beem
November 14, 2019
2019 National Philanthropy Day
AFP Mid-America Chapter
Presenting Sponsor: Hartsook
March 2-4, 2020
National School Foundation Association
National Conference 2020
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