Raising money is tricky. You don’t want to turn people off by pestering them, but you do want to reach a wide audience and make your cause heard. No one knows how to keep the balance better than non-profit organizations.
And what helps them keep that delicate balance? Social media.
What makes social media the best choice? Well for starters, it’s free. Non-profit organizers don’t have to allocate marketing costs to Twitter, Facebook, Pinterest or Instagram. Just time.
What other big driver makes social media smart for non-profits? People are alturistic. And, if you see a friend giving, you’re more likely to do the same. Have friends drive the behavior of their friends.
Not to mention, that it feels good to give – plus, a lot of people would argue (but might deny) that it feels better when you know others see you giving.
Earlier this year, Facebook showed just how strong social media can be when it comes to making an impact. The experiment? To encourage people to sign-up to be organ donors. And it was a huge success. Donor registration increased by 2000% on the very first day of the campaign (that’s a whopping 3,012 donors).
We are all familiar with the holiday mayhem that is Black Friday and now Cyber Monday. Now, the Tuesday after Thanksgiving is a designated charitable movement sponsored by social media platforms.
Last year, #GivingTuesday brought in $10 million in online donations. That’s 53% more than on the same day the previous year.
What’s great for non-profits? Individuals that give are more likely to share the positive recognition from an organization they support.
Say you donate to the Livestrong foundation, and they tweet at you. You’re going to want to re-tweet it to your followers, spreading their organization as well as your gift. Win-win.
So far, social media is a free platform for non-profits to use. It’s an easy way to engage a large audience. It makes people feel good when they give and share it on their social profiles. So what’s the disadvantage?
Well, it’s hard to track.
Keeping tabs on the number of people that see your campaign, what they do when they see it, and how they respond to it are nearly impossible to measure. While Facebook’s Page Manager allows some access to these stats, it’s not quite enough to give full visibility, but it is a step in the right direction.
To take non-profit fundraising a step farther, you could consider a platform like FirstGiving.com to help build your online presence.
FirstGiving.com can help you build event pages, personal fundraising and team fundraising pages and provide downloadable reports.
Whether it’s through tweeting or Facebooking, going social is a smart move for non-profits, like it is for most brands.
But non-profits benefit more than other companies by social shares – because what they get in return is much, much more.