Social media is an important channel for charities and social enterprises. Not only is it the main reason people in the US use the internet today, but a promising 55% of those who engage with organizations on social media eventually take further action for the cause and persuade others to donate, volunteer, sign petitions, share and attend events. With the success it already demonstrates, it’s clear that social media presents a fundraising outlet that is here to stay and there are a few ways you can make social media work for your charity.
1: Have a policy
As tempting as it is to jump head first into tweeting and posting about your big charity event, it’s wise to have a clear social media policy in place first. It’s paramount that social media posts keep with the image of the organization and doesn’t damage its reputation.
Ideally you’ll have a communications officer manage your social media, but in many cases volunteers who are interested in the cause will probably post on your behalf. The policy will help define when and how this is acceptable, what they are allowed to say, and even how they say it. This helps to maintain a brand voice rather than sound like a group of individual voices.
2: Tell your story
Share videos through your organization’s YouTube and give viewers some context and belief in your fundraising efforts. Don’t just ask your viewers for their hard earned-money, show them who and what will benefit from their gracious donations. Hoping to raise funds for a children’s charity? Let your community have a virtual look at your facility, your team and some of the people that stand to benefit from your efforts. Show them how their donation will make a difference!
If you don’t have time to set up a YouTube channel, create another visual forum to market yourself. Video has proven to be an effective form of communication to audiences.
3: Call for action!
Fundraising usually has a specific goal, as well as deadlines. Your call to action is a specific, defined, and measurable action, such as making a donation or sharing your fundraising page on Facebook or Twitter. Use active language (Click, Share, Donate Now, Re-tweet) to get people to want to take action right away.
Once you’ve created your call to action, make it as easy as you can for people to donate. Ask for only the essentials (name, address, email, payment details) The easier and quicker it is for people to take action, the better.
4: Get the hype up and the word out
Invite volunteers, staff and supporters to like and interact with your Charity Facebook page or Twitter etc. Likes, comments, shares and re-tweets will be seen by their friends as they appear on timelines and in news feeds.
Include links to your social media accounts wherever possible like in email signatures, on your website, status updates, posts, videos, picture captions, and in any marketing or promotional materials.
