How to get your social media to build your online fundraising campaign
26 March 18
Tackling social media is crucial for any charity or fundraiser looking to really engage with potential supporters. However, it can be something of a mystery if you don’t have a huge amount of experience with it. If you’re looking to use social media to build your online fundraising campaign then these are some of the essentials that will come in useful.
Choose your social media platform wisely
You don’t need to have coverage across every single social platform to do great things with your fundraising. In fact, it’s much wiser to choose one social platform and do it really well, especially if you’re short of funds. Choose your platform based on your demographic – e.g. younger people are more likely to be on Instagram and Snapchat while professionals are to be found on LinkedIn.
Create original content for different platforms
Each of the social media platforms available requires a different type of content. Although character limits have been increased for Twitter, for example, it’s still a good idea to keep Twitter posts more concise than you might for Facebook. However, even on Facebook you’ll find that concise posts work well – the optimum for engagement is said to be between 40 and 80 characters.
So, what is engagement then?
It’s the engagement that will help to generate the interest in your online fundraising campaign and help it to reach more people. Put simply, engagement is the number of likes, favourites, retweets, shares etc that a post that you make gets. Engagement can depend on a number of factors, such as the words you use and anything else you include in the post. Visuals are particularly powerful when it comes to engagement. You’re far more likely to win at engagement if you include images in your posts, for example – and more social media users watch videos now than ever before.
How much does this have to do with how we post?
There are lots of theories about how posting at certain times can help you to access the broadest audience. It’s always worth doing some research into when your target audience is on social media (Twitter analytics can give you insight into this kind of thing, for example). However, if you’re strapped for resources it might be better to focus on how much you post and what you post. Frequency of posting is especially important – too much and you’ll lose people, too little and you’ll lose people. If you’re achieving 2-3 posts a day on any platform then that’s a good start.
Social media advertising
It’s often worth looking into social media advertising because it is cheap compared to other forms of advertising and it can help you to reach a wider audience. However, you don’t have to use advertising to achieve a successful campaign so it’s often better to start out without advertising and see how far you get.
And, finally, the trolls…
If you’re using social media then at some point you will probably come across someone who doesn’t like what you have to say and they may respond negatively to what you’re doing. The best response is always to simply avoid engaging and wait until they lose interest. Trolls have no purpose other than to get a response and often if that isn’t there they will just move on.
Our platform is perfectly designed for online fundraising with social media support – contact give.net today to find out more.