Social media is one of the most powerful tools available for fundraising organizations. With billions of active users across platforms, social media offers a unique opportunity to reach potential supporters, build a community, and spread your message far and wide. According to GlobalWebIndex, 54% of social browsers use social media to research organizations. By using the right strategies, you can effectively leverage social media to boost your fundraising efforts. In this blog, we’ll explore some key ways to use social media for maximum visibility and impact.
Choose the Right Platform
Not all social media platforms are created equal, and it’s important to focus on the ones where your audience is most active. For some organizations, that might be Facebook; for others, it could be Instagram, TikTok, or LinkedIn. According to Pew Research, Facebook remains the most popular social media platform among adults, while younger audiences tend to prefer Instagram and TikTok.
To get the most out of social media:
- Research Your Audience: Understand where your target audience spends their time online.
- Tailor Your Content: Different platforms require different approaches. For example, Instagram and TikTok favor short, visual content, while Facebook can support longer posts and detailed updates.
- Stay Active on Key Platforms: Focus on maintaining a consistent presence on the platforms that work best for your audience.
Create Engaging Content
To capture people’s attention on social media, your content needs to be engaging, eye-catching, and shareable. Posts that include visuals like videos, graphics, and infographics tend to perform better. In fact, video posts receive 48% more views on social media (Source: HubSpot). Additionally, Tweets with images receive 150% more retweets than those without (Source: Buffer).
Here are some ideas for creating engaging content:
- Use Videos: Create short, inspiring videos that highlight the impact of your work or tell a story about someone your organization has helped.
- Incorporate Graphics: Use graphics to share important facts, statistics, or quick updates. Infographics are also great for breaking down complex information in an easy-to-digest format.
- Celebrate Success Stories: Share updates about the success of your programs or stories from the people you’ve helped to show potential donors the tangible difference their support can make.
Include Strong Calls to Action
If you want your followers to do something—whether it’s donating, sharing your post, or attending an event—make sure to include a clear call to action (CTA). A strong CTA can significantly boost engagement. Sprout Social reports that posts with a strong call to action see an average increase in engagement by 83%.
Examples of effective calls to action include:
- Share This Post: Encourage your followers to help spread your message by sharing your posts.
- Donate Now: Include a direct link to your donation page.
- Join Our Event: Invite followers to participate in your upcoming events, whether in-person or virtual.
Encourage User-Generated Content
One of the best ways to expand your reach on social media is by encouraging user-generated content. When your supporters share their own experiences with your organization or post about their involvement, they help spread the word to their own network of friends and followers.
To encourage user-generated content:
- Create a Hashtag: Develop a unique hashtag for your campaign and ask followers to use it when posting about your organization.
- Feature Supporters: Highlight posts from your supporters on your own profile as a way of saying thank you and building a sense of community.
User-generated content not only helps you reach a wider audience but also provides authentic endorsements of your cause.
Conclusion
Social media is an incredibly powerful tool for fundraising organizations looking to increase visibility and reach more potential supporters. By choosing the right platforms, creating engaging content, using strong calls to action, and encouraging user-generated content, you can build a vibrant online community that actively supports your mission. Remember, consistency is key—stay active, share compelling stories, and keep engaging with your audience to maximize your impact.
Sources:
- GlobalWebIndex: https://www.globalwebindex.com
- Pew Research: https://www.pewresearch.org
- HubSpot: https://www.hubspot.com
- Buffer: https://buffer.com
- Sprout Social: https://sproutsocial.com
