6. Solidify Your Presence on Social Media
If you can’t meet face to face with your prospective donors, you can still engage with them through social media. Here are some tips for creating effective social media campaigns.
Set a Goal
To be successful on social media, it’s important to set clear goals. Many organizations skip this crucial step. They start posting on social media because they feel like they should, however, they have no end goal for their efforts.
When setting a goal for your social media campaign, think about the results you want to achieve.
Are you looking to generate more awareness for your organization? Attract direct donations? Recruit volunteers?
Make sure you choose a specific outcome with measurable results. For example, a nonprofit using social media to generate direct donations might say they want to generate $10,000 over the next three months.
When those three months are up, they’ll know whether they achieve their goal or not. From there, they can assess what worked, what didn’t work, and decide how to proceed.
Define Your Target Audience
Before creating any content for social media, you need to decide who is most likely to respond to your message and become a donor. To do this, take a look at all the people who have given money to your organization in the past.
What was their average income level? What profession were they in? Where do they live?
Once you have a clear idea of the demographics of your target audience, you can begin creating content tailor-made for them. This will help significantly increase conversion rates and boost your social media ROI.
Also, most social media platforms allow you to purchase paid ads. These ads can target users based on demographic data collected by the platform. If you don’t have any existing data to go on, this might be a good place to start.
Choose the Right Platforms
Ten years ago, Facebook had a stronghold on the social media market. Today, there are multiple platforms that exist, and more are being created every year. Instagram, Snapchat, Youtube, Tiktok – the list goes on…
While it might seem like a good idea to have an active presence on all of them, you’ll see better results by focusing on the two or three platforms that are most relevant to your audience.
For example, if the majority of your donors are business professionals, LinkedIn is the best option. If families are more receptive to your cause, then you might put more energy into Facebook.
Take a look at your target audience and ask yourself, where do they spend their time online?
Assess Results and Make Changes
People and platforms are always changing. What might have worked before may no longer generate the same results. That’s why testing is so important.
There are countless analytics software that can help you do this. However, when testing, make sure you only test one thing at a time. Any more than that and it becomes difficult to know which of the changes you made actually worked.