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Fan Advocacy

How to Use Social Media for Nonprofit Fundraising and Engagement

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How to Use Social Media for Nonprofit Fundraising and Engagement

In 2012, the nonprofit charity: water raised $8 million through their online fundraising platform. They are, perhaps, one of the more telling examples of the power of digital platforms to grow nonprofit fundraising and engagement. By creating a strong digital story, targeted social content, and participating in regular engagement with fans and potential funders, nonprofit teams have more opportunity than ever before to promote their cause online. 

Here are several ways for your nonprofit to get started: 

Use a virtual help desk

Platforms such as Help Scout provide access to multiple team members, thereby allowing for prompt responses to donor emails. Features include: email integration that allows you to respond from your own inbox; the ability to leave private notes for your team; actionable reporting providing insight on response times and team performance; and real time monitoring that lets you know when someone has accessed or already responded to an email.  

Create advocates out of your donors

Your online platform should give members of your network the ability to engage with your cause and share it with their friends, family and networks. This type of relationship creates efficient opportunities for fan advocacy, and often occurs by giving fans the ability to create their own visual and written content to share with their networks. Here’s a helpful blog explaining several specific ways to encourage brand advocacy. 

Leverage social proof 

Many donors express that their chief concern is that their money is going to nonprofit overhead, rather than projects and individuals being served. One way to increase trust and comfortability is to leverage social proof. Social proof can be described as “informational social influence,” or the positive influence created when one person finds out that someone else they know or relate to is taking part in a campaign. As you provide ways for your donors to publicly share that they have donated to your cause, you will subsequently gain the trust of your donors networks. 

Identify brand evangelists

Is there a leader within your company that has a strong presence on social networks? Their wide reach can be used to elevate and tell the story of your cause. By posting their own unique story of passion for your nonprofit’s mission, perhaps with the history of how they arrived at their commitment, this individual (or several individuals!) can create a corresponding story that communicates the power of your mission and vision, while expanding your reach amongst their networks.

Use powerful storytelling 

Storytelling is perhaps the most effective way to utilize social media. Your organization should seek to tell one overarching story of your mission and cause. Within it, you can present the facets of several different ongoing stories, such as the individual success stories, the fans who donate and volunteer, and the connection between the two. The more personal you can make the story, the more powerful it will become. 

Are there other ways you have used digital media to grow your nonprofit reach? We’d love to hear your feedback in the comments below! 

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