3 tips for a successful multichannel fundraising campaign

Social media has a powerful impact on many communities across the world. Because of this, it is a great tool to share information, news, updates and entertaining facets of the nonprofit's world with supporters and potential donors of an organization.

When planning a multichannel social media initiative, there are many factors to take into account, primarily the time and effort that goes into managing social sites every day. There is always more to do, research and learn when it comes to the Internet, and nonprofits have to be up to the task of running a strong social media campaign and investing in the proper donor management software. Taking into account the importance of a positive mindset, organizations can also benefit from three unknown but necessary tips:

1. Research news sources
Aggregating news stories or trending topics that pertain to the organization is a great way to grab people's attentions and turn to the nonprofit's social media platforms to get the latest scoop and learn more about a cause or program they are interested in. Researching different sources, paying attention to news stations and keeping up to date on the most recent happenings within the nonprofit sector will pay off in highly attentive listeners and supporters. The Nonprofit Technology Network pointed out that content curation, or building and creating copy, for social media is one of the most important parts of a multichannel campaign.

2. Expand when possible
There are endless opportunities to engage people on social media and direct them to a website that accepts online donations, but taking on too many responsibilities in the beginning can end in disaster. When social sites aren't updated or looked after on a regular basis, they become useless to readers. This will deter many people and create distance from potential donors instead of drawing them in for a closer glimpse of the internal processes of the nonprofit.

Instead, start with the basics, such as Facebook, Twitter and Google Plus, take the time to learn the platforms and develop a solid audience. From there, move into different, yet highly relevant, social media sites that donors and potential givers are interested in. Keep them involved by sharing content across all channels. Don't push the social media expansion too much - only when it seems feasible.

3. Know your audience
Each nonprofit has an audience, and while the purpose of building a multichannel campaign is to raise even more awareness among different audience types, nonprofits need to do their homework. If marketing or public relations employees don't know their audiences to the core, they won't see as many donations. The audience essentially shapes each message shared on every social media platform, therefore organizations need to tailor their posts to the views and expectations of their supporters. Nonprofit Information says it's very important for nonprofits to know and understand the difference between each generation, from their social media habits to their giving trends. This will help when posting on social media and with targeting certain types of donors over the long run.

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