Apr 25, 2013
Nonprofit organizations should be using online channels to raise awareness and drive donations. Just as in-person fundraising efforts seek to reach a wide audience of potential donors, online campaigns can do so but with fewer associated expenses or overhead costs for the organization. In fact, many awareness campaigns and fundraising efforts on digital platforms such as email and social networks work hand-in-hand, as messaging, links and posts drive traffic to websites and online donation pages.
Engaging online visitors
NP Engage listed a few ways social media channels can be leveraged to drive both awareness and contributions. Nonprofits should not focus all their attention on one platform, but rather work on building a strong reputation and following on several networks including Twitter, Facebook, LinkedIn, YouTube and Instagram. Once online viewers see the organization on several sites and encounter consistent messaging and content, they will be more likely to trust the organization and offer contributions.
In addition, the various social media channels being tapped should do more than just ask for donations and tell people about fundraising events. Rather, try to introduce the cause of the nonprofit and provide information on ways to help, how the organization is working with communities to solve problems, why the issues are important and other related data. Once awareness has been built and users are engaged, conversations can be started among viewers, with the organization and even with others in the nonprofit community. Because causes depend on numbers to generate support and make a difference, the more people talking about a nonprofit or effort the better, even if each participant has yet to make a donation.
Another NP Engage piece discussed the importance of collecting, optimizing and reporting on social data when working to transform online accounts into sources of donations. Social media makes it easy to tell followers and peers about fundraising events, ways to contribute and how dollars are being spent to make a difference. However, not all followers and viewers are motivated by or respond well to the same type of conversations.
Therefore, it is important to collect social data that follows the behaviors of users on social media networks as well as response trends to certain messaging, campaigns and other efforts made by the nonprofit. Social data can be used to discover which potential donors are showing interest in making a contribution based on engagement and interactions. The information can help nonprofits identify other contributors who may want to become more involved and lead online campaigns themselves on behalf of the organization. The social data also offers insight into the interests and passions of potential donors to see what motivates them to give and what aspects of society they care about most. Understanding what is important to individuals and how they respond to communications is key when working toward successful online social interactions and donation page activity.