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charity: water

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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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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