Social Media and Engaging Donors
We live in a world where technology has become the number one way to reach people anywhere at anytime. In addition to your appeal mailing and email marketing strategy, it is essential to have a social media strategy. This is because with just a few clicks to create a post, you can instantly reach millions of people to communicate your message.
When donors stop giving, Blackbaud says it is because they feel a lack of connection with your nonprofit. In order to combat this problem, social media can provide a deep connection within seconds anywhere in the world because you never know whom your organization’s mission might compel.
When developing a strategy, it is important to remember to truly be social. Many companies simply post updates about their brand a few times a week and think that it is doing the job. While your followers definitely want to see what is going on with you organization, they also want the chance to interact with your brand. Users today value posts that question them, make them think and take into account their opinions. You should post things that include, questions, ideas or even small giveaways that engage your donors.
When these followers respond to your posts, answer their comments. The thing people will appreciate most is a response to their question or comment. It is so easy today for comments to get buried among the millions of others, so users will appreciate that you took the time to read and reply to them. They will feel heard and will remember this the next time your organization asks for donations.
Another strategy to employ is to stop making your organization the focus, and do not brag about yourself. Instead, showcase awesome donors, volunteers and clients you have helped along the way. Your donors want to see the impact they have, and a post featuring a client’s before and after story is a great way to show them instead of just telling them. Share pictures of your volunteers at work, ask donors to submit their experiences with your company and then feature them on your social media channels and, finally, take quotes from employees, board members, volunteers and donors about why they love your nonprofit.
When developing a social media strategy, it is important to remember that every nonprofit is different. Play around with the frequency of posts and the times you post. These are factors that are easily changed and adjusted to get the most interaction.
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