Over 1 billion individuals are active on Facebook. Of that, nearly 1.5 million nonprofits are using the platform as a tool to raise money and build awareness. The staggering numbers are a mere glimpse of the power the social haven has to unite people for the common good.
Now you may be wondering — how will Facebook help you maximize your fundraising potential? While the social community is great for sharing memes and awkward family photos, studies show that people are open to hearing about your fundraising initiative. As a result, Facebook has taken great strides to help nonprofits and individuals succeed in their fundraising efforts.
But there’s an art to it. We know social media can seem like a scary place but for every negative comment is a little bit of love. With that in mind, we’ve broke it down into 5 easy steps that will have you strategically using Facebook for your marketing tactics.
Let’s get started!
1. Key Messages
Before you begin marketing your campaign on Facebook, you should start by asking yourself what your intentions are for your campaign. Is it more about raising money or generating awareness of the issue? This will help you determine your goals, voice and actions throughout your messaging.
Questions to answer:
What is the cause? Why is it important?
What does the cause and t-shirt mean to you?
How will their support help?
Where is their money going? What will it do?
After you’ve gathered some important information; backstory of your campaign, target audience and handful of key messages. Now what?
We suggest posting 3 to 4 times a week about your campaign. As you post, provide them with new information. Keep it exciting and fresh. Remember, it’s OK to be a little repetitive if the information is worth sharing more than once.
Talking points to address:
The goal should be to humanize your campaign. Share the backstory behind your fundraiser, who is it for? Why is this important? Bring other people into the mix, share their stories and experiences.
Let them know about Ink to the People. They’ll have a lot of questions so keep your audience informed about how our platform works. If you or any of your audience have questions along the way, please let us know. We’ll eliminate the confusion!
2. Photos, Infographics, Videos & Links
Use visuals to help represent your campaign and get your message across. Advertisers have managed to grasp onto every avenue they can. Including direct advertisements, product placement or spokespeople — you name it, they’ve done it.
As a result, many people, especially millennials, have a difficult time being swayed when you’re trying to sell something even when it’s for a good cause. However with these eye-catching visuals, you’ll stand out among the rest. Plus, it’ll add some life to your marketing efforts!
Upload fun photos of you, your partner, friends and family wearing your tee. This will personalize your campaign and makes it relatable to your audience. It shows that you’re a walking advertisement for your campaign and that you’re incredibly passionate about reaching your fundraising goal. In addition, visuals are key to engaging your audience. I mean, look at how much work you’re putting into it!
This is an easy way to raise awareness for your cause. Visit their website and share it from their page. More often than not, this feature will be present. However, if it’s not, simply right click on your infographic and save it to your desktop. When you go to post a message on your personal page, click “upload photos,” visit your desktop and select the infographic you’re wanting to share.
Infographics are great because our brain craves them, seriously. Studies show that our brain is constantly visually processing. According to NeoMam Studios, color visuals increase the willingness to read by 80%.
Read more about the fantastic world of visuals here.
This will give you a voice, literally. Upload a video addressing your campaign and make a public call to action. Facebook unveiled new features that allows videos to automatically play when scrolling through your news feed. You’ve probably seen it because videos are one of the most eye-catching ways to lure your audience in. Sound won’t play unless your audience clicks the video but with a catchy tagline and/or caption, we don’t see why they wouldn’t view it!
When you copy and paste a link into your status bar, a brief explanation of your link displays. This strategy gives you an opportunity to share websites that offer resources of information pertaining to your cause. It’s good to back up your opinion and offer your audience with additional outlets and sources that support your cause.
Do you have a blog? Or are there other ways you’re active online? If so, share them too! It’s OK to re-purpose content rather than creating new stuff. This allows your audience multiple platforms that showcase your involvement with the issue.
Be responsive, talk about it often. Engage in relevant Facebook groups, fan pages and organization pages or consider creating your own Facebook page. This can be a great tool to use as a communication hub for your campaign.
Moreover, a Facebook page provides a strong opportunity to post quickly and share updates about your campaign. Share the Facebook group with your friends, and ask your friends to share it, too. Having a big group will allow you to reach more potential buyers!
Post on Facebook more than once throughout the duration of your campaign. It’s important to keep your audience in the loop. Inform them of any updates, news related to your cause or if something changes in your campaign settings (shipping date, etc).
It’s crucial to keep open communication between you and your audience. Be considerate. Posting too much might annoy them.
If they have contributed, thank them right away!
5. Call To Action
Encourage people to share and jump on board with your movement. Sometimes it’s as easy as telling your audience what you need them to do. Be open, honest and straightforward. Continuously inform them how far away you are away from your goal. If you’re looking to generating awareness about the issue, ask them to share your posts.
This is undoubtedly the most important step of them all. As you post, engage and share with your audience, always (and I mean always), remember to convince people to perform a specific act. Your messaging depends on their responsiveness so be clear on what you would like to see from them. As fundraising experts, we encourage that you give them the option to donate as well.
Go Ahead, You Got This!
At Ink, we pride ourselves on having a dedicated, hardworking team, no matter how small — we believe we’re stronger together. You should, too! Don’t shy away from gathering a team to help tackle your marketing efforts. Find people in your life that are equally passionate about generating awareness and raising more funds.
This will lead you to more potential buyers. By increasing your Facebook presence through massive networking, you’ll be able to raise more funds and awareness for your cause. A team effort is the way to go!
If you have trouble marketing your campaign on Facebook, let us know! We can talk you through these strategies in more detail if you’d like. In addition to that, we encourage you to follow our Facebook page — we might just share your campaign!
From all of us at Ink ❤