In the modern age we’re often made aware of the downsides of social media – various platforms have been linked to bullying, cybercrime and even mental health problems.
With all the negativity surrounding the world of social it is sometimes easy to forget all the positive aspects it brings – raising awareness of important issues, spreading of positive messages, reuniting of people with their possessions (or even other people), or perhaps best of all – charity.
Social media platforms provide a fantastic opportunity for people and brands of all sizes to raise funds through a variety of means, but that doesn’t make it an easy task. Take a look below at our short guide of things to keep in mind to get a feel for how you should approach such a campaign – because a donation isn’t always as spur-of-the-moment or random as you’d think!
If you’re someone that uses Facebook on a regular basis, it’s almost certain that you’ll have encountered a fundraiser or two in your time on the platform – and for good reason. According to a report from JustGiving, over the space of a year Facebook posts were viewed 905 million times – generating 47 million visits to JustGiving’s site. In fact, JustGiving reported that 42% of their overall traffic came from the social platform over the course of the study and £28 million out of an overall £63 million in donations from Facebook came directly from Facebook integration on JustGiving. The above figures make it clear that if you’re looking for the kindness of people’s hearts on social, Facebook is probably the place to start.
Although a large part of the success of fundraising through Facebook would naturally be attributed to the enduring popularity of the platform, you should also note that Facebook not charging a fee on any donations made to non-profits through Facebook payments is also likely a factor in this.
Most people are nice at the core, so often a simple call to action explaining what cause money is being raised for and a link will be enough of a tug on someone’s heartstrings to make them hit the ‘donate’ button – but a backstory never hurt anyone! A blog is a fantastic way to not only let potential donators know the how, why and when on a fundraising mission, but also to keep interested people in the loop about the current progress towards your target. An emotional hook like this is a great way to keep your audience connected to what is going on, and they’re more likely to reciprocate the care you’ve taken by sharing yours or your brand’s story with their own followers and friends.
Video is often championed as an easy win when it comes to social media content in general, and this is also the case when it comes to fundraising. Campaigns which have their own personal video attached to them actually raise 105% more money than those that don’t, and again this is all about creating a message that really engages with people emotionally. Make sure to test out other types of media content during your campaign too such as gifs and infographics, as these can really leverage your campaign to make it stand out.
As with any social media campaign, the key to a successful fundraiser is to plan and execute something that is unique, well-targeted and engaging. If you’d like to discuss with us any plans you may have for your next social media fundraising campaign, please get in touch with our expert team today.