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Developing a Nonprofit Strategy to Drive Donations

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Developing a Nonprofit Strategy to Drive Donations

by Shanley Knox

At WhyWhisper, we see a common thread among the nonprofit organizations we work with. While driving awareness and consideration is a critical need for nonprofits, the main concern is whether this awareness will drive back to donations. 

That’s always the crux of the social media issue, isn’t it? Organizations want to see direct return on investment in order to feel that their time, energy, and budget is directly growing their capacity for positive impact.

While there is no magic formula for increasing donations, there are elements of social strategy that have been directly tied to increasing donor consideration. Below, we detail out some of our team's favorites:

Get Personal:
It’s been said that your best customer is the customer you already have. The same is true for donors. Every time a donor contributes, you have a direct opportunity to convince them to do it again — not to mention convincing their social followers to do the same. One powerful way to amplify this opportunity is by tweeting links to your donation landing page and letting individual donors know how their contribution has made a difference.

charity:water, a New York-based nonprofit committed to providing clean drinking water across the globe, takes this strategy to the next level by sending donors letters about how their donations have been used, with a link to encourage them to share the difference they’ve made via social media.

Tell a Story:

While Twitter is a powerful platform for sending short bits of information to donors, Facebook is the most effective way to tell a social story.

The more specific a story can be, the more emotionally moving it is for donors to see and relate to. This is evidenced by the success of Make A Wish Foundation's Facebook page , which features pictures, names, ages, and stories of the children whose wishes have been granted through donors' contributions. On these posts, fans regularly share their own stories, illustrating the lasting bond built by the organization. 

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Make a Game of it:

Blood donation shortages have been an issue for years. Red Cross Singapores response? Make a game out of it. 

In a recent effort to encourage blood donation, the organization created an iOS and Android application that uses social recognition, sharing, and donation push alerts to encourage donors to be actively involved in solving the organizations long-term donation shortage. 

Still not sure you want to get in on the fun? Here are 10 more examples of gamification playing a critical role in generating engagement and donations for social causes around the world.

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Include Digital Advertising: 

Digital advertising - and video advertisement in particular - is extremely successful when it comes to driving donations. According to a July 2013 Google study, 76% of donors research online less than one week after viewing an ad. Additionally, 57% of people make a donation after viewing a video online.

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Go Mobile:

Last, but certainly not least, it’s vital for nonprofits to include mobile optimization in their social strategy, as over 1/3 of people contact nonprofits via mobile devices and 25% complete their donations via their phones.  Additionally, 1 in 4 people find nonprofits of which they were not previously aware, via mobile searches and 40% compare reviews of causes they are interested in on their mobile devices.

Thinking of taking it a step further, and launching a mobile campaign? Here’s a great how-to guide to get you started.

Do you have a favorite social strategy element that you use to increase donations? Be sure to share with us below, or via Facebook and Twitter.

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