Many nonprofits don’t leverage the power of social media. Most of the time, this is because they think that it is a waste of time, they don’t know where to start or they claim to have tried it before and not achieved the results that they wanted.
Whatever the reasons, like all marketing strategies, social media takes time and a lot of trial and error so you have to stick with it. Only then you can improve your strategy as you’ll soon find what does or doesn’t work.
Take these large nonprofits as an example. Many organisations such as Amnesty International, Greenpeace and Cancer Research UK have been effectively fundraising via social media for years; this shows that social media needs to be utilised alongside your offline marketing tools to ensure that you’re fundraising efforts are as successful as they can be.
Like many social media channels, Twitter can double, triple, or even quadruple your charity’s exposure. With increased exposure comes brand awareness and therefore more opportunities to raise funds and increase your donations.
To make the most out of your Twitter channel for your charity, here is our essential advice!
1. Dedicate a day to planning and scheduling
Get your fundraising team involved and plan your content for the month. Make sure that your content is varied – a ratio of 80% value to 20% sales is best – where you direct followers to your quality blog content on your website, share relevant news, give updates on your charity’s activity, promote your fundraising events and ask for donations. You can then schedule these Tweets to go out via tools such as Buffer so it doesn’t take up any more time for the rest of the month!
Insider Tip: one popular ratio is the 5-3-2 model, which suggests for every 10 posts that you distribute – 5 posts should be content from others – 3 pieces of content from you – 2 personal status updates.
2. Use Twitter analytics to get to know your audience
Which age group are liking or retweeting your Tweets the most? Do men or women tend to engage with your posts more? A great thing about social media is that you can really get to know your target audience and it might be totally different to what you thought! No more sending thousands of direct mailings out and hoping to get a few responses. In this modern age, you can find out specifically who your supporting demographic is (e.g men aged 25-35) and then use this information to concentrate both your online and offline marketing efforts to target them. You’ll soon find that donations increase greatly when you personalise your marketing.
3. Communicate with your followers as much as possible
Don’t talk at your followers, talk to them. Look out for anybody that is engaging with your tweets or tweeting about you and respond. Whether you’re just liking comments, replying back or retweeting their tweets, any kind of engagement with them will show them how much you appreciate their support. When you make your followers feel valued, this builds a relationship with them which leads to loyal support and potentially more donations.
4. Consistency is key to increasing donations
Ever heard of being at the right place at the right time? With Twitter, this is incredibly applicable as there are so many users on the platform at one time your Tweet will only be visible for a few minutes at best. So what can you do? Make sure that you are visible ALL the time! There is no such thing as too much content on Twitter, so post every day, encourage followers to like or retweet, and you’ll stay in front of your audience until they are ready to donate.
5. Don’t underestimate the fundraising benefits of Twitter, stick with it!
Did you know that 50% of all Twitter users follow a charity Twitter account? Did you know that 96% of Twitter users have made a charity donation within the last year? Whether you knew or not, these figures show the potential of Twitter as a fundraising platform, charities just need to learn how to utilise it! When asking your audience to donate, here are a few things to bear in mind:
- Direct them to your donation page on your website
- Make sure your website is mobile optimised
- Make donations even easier by utilising Text to Donate
- Use the hashtag #Donate to raise funds through Tweets or retweets
- Try a Twitter contest to keep followers interested and gain new followers
- Have a clear call to action (text, share, comment, donate)
An important thing to remember when building your social media strategy is that it is going to take some time. Sometimes campaigns won’t be as successful as you want them to but don’t just give up on them, take a step back and assess your strategy. You might only need one slight change such as a clearer call to action and the donations will then come piling in.