Building followers and converting them into donors doesn’t have to be a daunting task if you have a good social media strategy in place. How you interact with your followers and what you post—and when—can be the difference between receiving a donation or just a post like. Coordinating across your chosen social media channels allows you to bring a unified message to the public and build your brand’s awareness in the process.
Beginning in 2017, Facebook has allowed users to create birthday fundraisers to encourage their friends to donate to their favorite charity or cause. In 2018, Facebook users donated over $300 million on birthday donations. That’s one of the many reasons your nonprofit should have a presence on this site. Your Facebook profile is typically the first thing people see when they search for you on social media. One of the ways to make it easy for people to find you on Facebook, Twitter, and Instagram is to use the same name and profile picture for each site.
For Facebook and Twitter, you’re allowed a profile picture and cover photo. The profile picture should be your nonprofit’s logo. With the cover photo you can get more creative and change it often to promote upcoming events, news about your organization, or to show pictures of recent success stories.
As you create your Facebook page, it’s imperative that your ‘About’ section is up-to-date with the following information:
• Your location and contact information
• Your website address
• Your company info and a brief bio
Be sure to list any upcoming events for your organization on the ‘Events’ section.
Now that you’ve created your Facebook page, it’s time to think about content. Focus on posts that will drive engagement and build awareness for your organization. Be personable, approachable, and fun. Posts with images, either video or photos, typically result in a stronger engagement level than text-only posts.
Share the content below to turn your likes on Facebook into donations for your organization
While your content shouldn’t focus solely on obtaining gifts from donors, it can be a driving force for your fundraising. When you add content for fundraising purposes, be sure to include links to your donation page, the event page, or wherever you’re trying to drive traffic and increase awareness.
Press and Announcements
Keep your followers up-to-date on everything from grants and awards to press mentions and job postings.
Let your followers know about upcoming fundraising galas, community events, performances, panel discussions, town halls, etc. Take plenty of pictures at these events and post them afterward. Let your followers see what they’re missing!
Take the time to acknowledge major donors or fundraisers for your organization. Publicly acknowledging them with a photo and explanation of their gifts on your social media pages is a great way to take show your appreciation.