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We understand that at this time, nonprofit organizations need a lot of resources. In this climate of massive uncertainty and layoffs, there’s an increased need for social good groups’ services and programs. Unfortunately, this means that nonprofit fundraisers and marketers have to do a lot more with a lot less. Nevertheless, remember that with focus and determination, we could all overcome together.
Recently, I hosted a webinar about social media fundraising. We all know social media is a vital part of any nonprofit’s efforts. I see it all the time with our partners. The ones that are successful with content creation know how to spread the word about their fundraiser. It also helps nonprofits, schools and other groups find new donors because posts get shared and boosted. You can find all of the content from that webinar here. The following are some essential takeaways.
Why Social Media Benefits Nonprofit Fundraising
If you follow the news, you know that there’s a growing unease with the largest technology companies, such as Google and Facebook. However, these companies are part of our lives, and they won’t be going anywhere — even if they face increased scrutiny and regulations. Therefore, your social good group needs to master social media. Although there are plenty of articles for learning social, look into classes and webinars, too. Courses provide a good structure for learning.
If Your Donors Give Once Through Social, They Likely Will Again
As you know, people tend to be creatures of habit, and it’s no different in donating to nonprofits. In fact, the vast majority of people who contribute to your nonprofit because of one of your unique fundraising ideas through social media will likely do it again. Eighty-seven percent of donors who give through social will donate that way again. So as we move toward the most significant fundraising season, which includes #GivingTuesday, remember one thing: If people give to you through social media, you want to reach out to them again in that same manner to support your group.
Where to Get Started on Social Media
As I mentioned above, social media is essential to master. Based on our experience, the organizations that do fundraising on social media well, do much better over other groups doing similar activities in the community. How can you learn how to get started and eventually become an expert in social networking? One of the first places to check out is Forbes’ low-cost social media for nonprofit classes. Once you understand the ins and outs of two to three platforms you will focus on, you’ll be better equipped for developing your social media strategy. After you get comfortable, check out my last webinar on “Social Media Ads for Nonprofits.”
How to Create Content Easily on Social Media
Once you get deep into creating high-quality content for social media, you’ve hopefully gone through the learning process to master two or three platforms. But, as we know, in today’s marketing efforts, visuals play a much more significant role than copy. In fact, your compelling text will not get read nearly enough as you want, if the accompanying photos or videos don’t capture people’s attention first. Therefore, there are a few great tools that we use, and you may want to consider. For example, to get started, Over and Canva are great tools. For videos, you could use Mojo App or Promo, and for photo editing, try Adobe Lightroom.
Final Quick Tips for Social Media Mastery
As we all know, practice makes perfect. If you accept that it’s vital for you to master social media to improve your fundraising, think of doing a couple of other essential activities. It’s no secret that Facebook is the largest social platform on the planet, so make Facebook your friend. Take a look at successful nonprofit case studies and the excellent resources Facebook has for nonprofits to excel at marketing and fundraising.
Sharing on social media is unlike sharing content on your blog. You have to learn how to tell your story quickly and concisely. One of the resources we’ve shared most often with our nonprofit partners is how to tell your story in only a few short sentences. You have to drive urgency for your fundraising campaigns on social media to be successful. However, many nonprofits don’t realize they should A/B test social ads and boosted posts. By testing out different ads and seeing what works and what doesn’t, you improve your performance with time on social media.
In short, social media is vital for fundraising success. Social networking platforms provide nonprofit fundraisers a low-cost way to raise money and gain new donors. You just have to understand how to succeed in the social media world. Be flexible, and have fun with it.
Kristy Fontelera is a creative professional with a background in corporate and nonprofit social media advertising, content creation and brand strategy. As the VP of marketing at Funds2Orgs, she works with a suite of global fundraising brands as well as manages national and local social media accounts for clients and entrepreneurs.
Kristy enjoys new books, traveling, Fleetwood Mac and picnics with her pup. Most of all, Kristy is a passionate individual that loves nothing more than to help others make an impact in their market and the world.