Turning Social Media Followers Into Donors

Let’s begin with an analogy. Say I have a friend who’s only been reaching out when they need something — whether for a helping hand during a move or a few bucks here or there. We have a bonded friendship that dates back decades. However, the more this friend continues to blitz me with requests the more reluctant I become to respond, much less help him out.

On the flip-side of that coin, say I have a friend who is consistently engaged and giving in our friendship. She goes out of her way to share words of encouragement, provide helpful advice, and lends her time when I need a quick favor. Wouldn’t I be more prone to give back to this friend when they may need a helping hand?

If your nonprofit and social impact organization is using social media primarily as a means to simply ask for things, than you’re missing out on a wide canyon of valuable space that can be used to engage and create greater bonds between your cause and those who loyally support. The planning and delivery of engaging content between your organization and social media followers is a subtle gateway to future contributions and financial support.

For many nonprofits, social media — from Facebook and Twitter to Snapchat and Instagram — is a place where intimate relationships should be nurtured and grown.

If you’ve gotten into the habit of going for the knock out punch often, asking and requesting continuously for donations, then hit the brakes. Understand that your social media followers have voluntarily taken the time to follow your page or feed. That is a telltale sign they want to be more enlightened about what your organization does and the lives you touch on a daily basis.

Give The People What They Want

People don’t check their Facebook in hopes that someone will ask them for money. They log on to be inspired, stock their friends, Ooo and Aww over adorable cat videos, check out their favorite brands, skim news headlines, communicate, etc. Two of the most beneficial components to include in your social media strategy is creating a culture and impression of authenticity and transparency.

When you put your organization on display via social media you are creating a portrait for your supporters to admire. Provide your followers with real-time insight — through photos and interactive posts and videos — about what’s going on at your organization on a daily or weekly basis. Be the crystal ball followers can gaze into so they feel included and “in-the-know.” Current followers will be more apt to share your site with others if they are stimulated and engaged. Thus, leading to a greater audience.

Media — even of the social variety — should be entertaining

A common factor that goes hand-in-hand with any form of media, including that of the social variety, is entertainment value. Followers sign in not only to be informed but also to laugh and be entertained. We’re not saying you need to include a comic blooper reel on your feeds, but show your followers the lighter side of your organization. Provide followers a behind-the-scenes look at what goes on in the office, during the coordination of events, or at organization-specific programs. Allowing followers to view the real version of your organization will further build a personal, more intimate connection. Be vulnerable. You’re not going to attract anyone unless they know who you are.

Ask With A Purpose

A donor who is truly committed to your organization should be curious to find out where and what their contributions are going toward. When strategically requesting donations via social media, provide a vision of what it is you are asking potential donors to sew into.

Detailed blueprints, white papers, or marketing portfolios obviously aren’t necessary, but you should be transparent in delivering to followers information and updates on plans for location expansion, event developments or program improvements. It’s also beneficial to show followers the results of what funds raised in the past have provided for your organization. Take the time to give them the highlights and testimonials of recent achievements and how your organization is consistently improving and continuously takes action to grow.

As mentioned, bombarding followers with constant donation requests can be quite unappealing. These requests should make up a small fraction — 20 percent or so — of your social media posts.

Give Praise Where Praise Is Due

Everyone likes to be loved on. Each day a compliment or hug can go a long way. The same goes in our digital world. Recognizing donors, volunteers, and staff members can help bolster the morale of your internal network, in addition to building a stronger, more loyal social following. Everybody appreciates the spotlight and a public thank you. Your social platforms afford you the opportunity to do just that. Hashtag share the love ; )

The Path Home

The value of subtly walking social media followers to your organization’s website is absolutely beneficial. By directing folks to your website they can than grasp a deeper, more detailed look into who you are, who you serve, and what your mission is about. Often times, your site can be used as a hub to obtain a visitors email, collect a donation, and of course to educate.

The visitors who opt in to receive an email or a newsletter are quantifiably increasing your prospective donor list…. and that is a very good thing. At this point, the ball is in your court to develop a loving and giving relationship in which you peel back the onion even further, letting a person peak under the hood of the car so to speak.

To sum up, you want to be the nonprofit no supporter walks away from… and that starts with authentic engagement and a duty of care for each person who has taken the time to follow your social media accounts.