Do’s and Don’ts of Using Social Media for Donations

Social media can be your greatest marketing tool for fundraising efforts, as long as it’s done correctly.

Social media is a giant but gentle force. It’s a tool that should be used in almost every marketing campaign in order to give people the opportunity to share and get the word out. However, if you use social media the wrong way, you might end up getting so much negative press that your social media presence is doing more harm than good. The fear can’t keep you off the networks, but the following Do’s and Don’ts are sure to help give you that extra boost in the right direction.

Don’t – just ask for donations

If you’re trying to sell your key sponsorship – social media is not the way to go. With mediums like Twitter, text-based giving only really works for disasters or specific urgent needs. Save your sales pitch for a one-on-one conversation and use social media to focus on raising awareness for the cause and asking for small help that can make a big difference.

Don’t – post the same content over and over

If you’re hounding people with the same message all day every day, people will start to resent you and your fundraising campaign. Social media is for engaging followers. Use images and ask questions that will foster feedback, don’t just include a link in your Facebook posts and say “Donate Now!”

Don’t – ignore comments or criticism.

Ignoring a negative comment or a donor who asked a question will make others think you are avoiding or hiding something. Counter criticism and take accountability if something has gone wrong. Sometimes, an unhappy donor or volunteer can be potentially transformed if you take the time to respond and show you care.

Do – give specific, real ways for people to give back

You’ll have much more success asking for specific items (volunteers for the 8am shift, a silent auction prize or ideas for incentives) than you will those big donations. Your social media followers do want to help, but they want to know exactly what they’re giving or funding with a donation of any kind. This example from the National Multiple Sclerosis Society is the perfect way to get your followers engaged in your campaign, with a small request of wearing lipstick and taking a photo, without taking too much time or money. This not only raises awareness, but it gets the community involved!

Do – include an image with every link

Including an image with every link will garner more likes, comments, and shares. These images should be visually appealing, not taken from your smartphone, and not a stock image. They don’t need to be as high quality as they need to be interesting. Take photos at every event you host, as well as in the field fundraising, and use these photos as a library for various content. The American Diabetes Association used a photo to congratulate partners that championed wellness with a photo from one of their events.

Do – engage with your followers

You’re on social media to be social. Answer questions, respond to comments, and even wish donors a happy birthday. Thank those who have contributed by name. Everyone loves to be acknowledged, and many donors will respond by sharing those types of posts and telling their friends.

While managing your campaign’s social media won’t guarantee you’ll meet your fundraising goals, it will give you credibility and foster communication with your target market. Learn to treat social media as an essential component of your campaign and take the time to do it well.

MemberPlanet understands how significant social media can be for fundraising campaigns and donations. That’s why our cloud-based platform provides you with the ability to share your events and campaigns through social media with just a click of a button. Learn more on how our streamlined solutions can simplify your fundraising efforts today!