How to use social media to enhance your fundraising
Social can quickly boost your charitable efforts
Social media isn’t only a place for cute dog photos, holiday selfies and furious arguments over politics. It’s an incomparably brilliant place for fundraising – an opportunity to not only reach all your friends with a single well-executed message, but also your friends’ friends and the wider public.
It's also a great way for fundraisers to connect with charities and work together towards a shared goal. Here, I share my top tips on how to enhance your fundraising efforts on social media.
Use your influencers
"It can be a good idea to approach potential social media influencers while fundraising for charity, but you need to be clever about it. Influencers get inundated with requests, so you need to give them a reason why they should lend you their support. Have they mentioned the cause you are raising money for before? Are they affected by it? Do they regularly support fundraisers? If they do share your fundraising page, remember to say thank you, show them how their support has helped, and work to maintain the relationship."
"In terms of finding influencers, keep a close eye on who’s following the charity you are fundraising for. Who is talking about similar issues? In particular look out for verified accounts, which could indicate who’s important, although the people with the biggest numbers on social media aren’t necessarily the most influential. Sometimes people with smaller numbers but who are really respected in the field of the charity you are fundraising for can be just as powerful for you."
Don’t overdo it
"If you post too often your friends and potential supporters might lose interest and not pay attention to everything you say. Usually a couple of posts a day on each channel will be enough. On some occasions, such as the Virgin Money London Marathon when social media is buzzing, you can get away with posting throughout the day and the run-up, but it’s good to let your followers know before you begin bombarding them."
Sharing is caring
"To make your posts shareable the key is to keep your copy short and snappy, and to never underestimate the power of an image or a video clip. The photo or video doesn’t need to be professionally made to capture people’s attention. And it’s important to include a call to action – what should people do after seeing this post? How can they donate?"
Ask for help
"Approach the charity you're raising money for to ask for social media support. They'll often have active and busy accounts and they love sharing stories about their fundraisers doing amazing things. You could ask them for a retweet or to share your story about why you're fundraising for them."
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You may also be interesting in reading How to use Instagram to boost your fundraising.