Unlike other businesses using social media, non profits need to sell a cause or idea more than a product. Fortunately, social media is tailored to this goal, as it is based on continual, high-speed sharing of passions and interests. A well-run social media non profit fundraising campaign can bring in new donors, excite the existing donor base, and promote events far beyond the scope of a traditional campaign.
Developing a Non Profit Online Fundraising Campaign with Twitter and Facebook
Whether for an end-of-year appeal or a fundraising event, integrating Twitter and Facebook with traditional appeals through e-mail and direct mail can be very effective. It is crucial, however, to start early, and use social media platforms in intuitive ways to meet the fundraising goal.
Twitter is ideal for reaching a large audience, but catchy language is key. Twitter users scroll through hundreds or thousands of Tweets each day, so the message must be short, catchy, and to the point. Use an emotional appeal and time-sensitive language to encourage Twitter users to click on a link for more information--for example, "Same-sex marriage is threatened this week!" or "Only three days left to help teach a child to read." For events, regular reminders about the number of days until a ticket price increase or the event date can also be helpful.
While Twitter is good for brief reminders, Facebook is better-designed for the meat of a non profit fundraising campaign. With Facebook's Causes application, a non profit can set up an entire campaign from start to finish with fundraising bulletins, targets, affiliate campaigns, and other tools. The non profit should start a Facebook campaign early, define a realizable goal, and encourage those very close to the organization to set a Birthday or Holiday Wish to encourage friends to join the cause or donate. Keep in mind that Causes does charge an administrative fee, so direct donations are preferable for existing supporters.
Attracting New Donors in a Social Media Non Profit Fundraising Campaign
While loyal donors are likely to give through an e-mail or direct campaign, social media attracts new donors and gives loyal supporters a way to let their friends know about the organization without much effort. Encourage current supporters to spread the word by mentioning the Twitter feed and Facebook page in an e-mail, and provide direct links to a Facebook Causes campaign so that supporters can invite their friends to join. Make sure supporters know that even if they don't donate themselves, recruiting friends will be invaluable for the organization's fundraising.
Aside from the help of existing supporters, the non profit can use social media to attract new followers by keeping social media streams with regular, timely, interesting information and news. A non profit should always thank new followers, look for mentions of the organization's name on social media platforms, and re-Tweet any positive mentions. Another way to find new supporters is to follow similar organizations' feeds and look for users that are posting about information similar to the non profit's work. A brief message about the fundraising campaign might encourage that person to make a small donation, or to invite friends.
A non profit online fundraising campaign conducted through social media requires regular attention to all social media platforms, diligence in thanking new supporters, and active encouragement. But if the non profit is willing to make the effort, its donor base can increase exponentially.
Judith Faucette - Education Judith graduated from the University of Maryland, Baltimore County in 2006 with an honors Bachelor of Arts degree in History ...
