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How to Convert Social Media Followers Into Donors for Your Charity?
Looking for a way to convert your charity's social media followers into donors and long-term supporters? We share ideas and examples of how to do it!
Have you invested much time and resources into building your social media presence? Did you implement various strategies to grow your following and reach more users? Are you finally seeing results? Or maybe you’re only just getting started? Great! But here’s where a new question arises… How to convert your charity’s social media followers into donors? We’re about to take a look at the most creative and effective ways of turning your social media audience into your charity supporters.
Let’s start by stating the obvious fact; social media is where most of your existing and potential donors spend considerable time. Apart from scrolling through memes and weekend selfies posted by their friends and colleagues, social media users also see numerous messages shared by their favourite brands or organisations. Besides, did you know that an average user spends 147 minutes a day on social media? Just imagine how many publications they can see in two and a half hours! That is why tailoring your content to your target audience is crucial for your charity’s success.
We will now take a look at ideas and examples of social media strategies for charities and non-profit organisations that will help you convert those followers into donors and long-life supporters!
Social media for charities: show the impact your non-profit and its projects have
Your social media followers have connected with your non-profit organisation for a reason. For some, your cause might be close to their hearts. Others might admire your work and the impact your projects have on society. And that is why showing how your charity helps those in need should be a crucial part of your social media strategy. By regularly sharing updates on your ongoing projects or showing the progress of issues you’ve been fighting to resolve you get people interested in your cause. Additionally, this kind of content generates trust and loyalty among your social media followers who see your charity working towards change.
Here’s an example from Cancer Research UK. The charity recently shared a publication in which they explained how their work has helped decrease cancer death rates in the UK. Apart from clearly stating the message of the image, the non-profit organisation also wrote about their life-changing research. Note, that they also invited their followers to visit their link in the bio to read more about the story.
TOP TIP: Remember that social media users scroll through their feeds and only stop to look at content that grabs their attention. Make sure that the visuals you share convey the message you want to spread. The illustration from Cancer Search UK is a great example of how to spark your audience’s interest.
Why is this a good social media tactic for charities? Apart from generating trust for your NGO, you get to establish strong relationships with your audience, especially those that have donated to your charity. Those who haven’t donated yet, might feel motivated to do so as they might want to become part of something bigger.
Share how much money is still needed to make a change and convert your charity followers into donors
In the previous section, we mentioned the importance of showing how much you’ve already helped people in need, animals, or the environment. However, another crucial part of your charity’s social media marketing should be a constant reminder of how many people and animals remain in danger or need.
Did you know that 96% of charity donors felt the sense of duty to give back to society using their own good fortune to help others? Besides, personal experiences and beliefs in a cause are what push people to become charity donors. Now imagine a potential donor scrolling through their social media feed and seeing a post like the following example:
Macmillan Cancer Support is a charity helping those affected by cancer and their families, emotionally, physically, and financially. In this case, the non-profit organisation showcased how much poorer people with cancer are each month. Additionally, the charity highlighted the fact that they can carry on helping with the help of the public. Many users’ sense of duty might awaken when seeing such a message, pushing them to become charity donors on the spot.
Are you not sure if this tactic could work for your charity? Don’t you have similar data to share? Let your audience know how much money is needed to help another family in need. Tell your followers how much it costs to support girls’ education in India. Mention how much unpaid vet invoice your pet rescue organisation has still pending. By showing people clear data and how much you need to help others, people are more likely to contribute to your cause.
Share real stories of those your charity has helped
Your charity helps real people and so sharing their stories is a fantastic way to show the hard work your organisation and its volunteers are doing. It’s also a great opportunity to demonstrate the impact of your charity’s work and how people’s lives can be changed with the help of others.
The above example from ActionAid clearly shows how much of an impact such publications have. The existing donors of the charity see that their money is helping people, while others might want to lend a helping hand to those still in need.
If your NGO works to protect the environment or to clean up oceans, you can compare pictures of a specific region before and after your project took place. Show the change so that more people contribute to your future projects.
Facilitate various payment options for your social media followers
Many social media users are often keen to donate money to your charity right there and then but it’s the lack of their preferred payment method that often leads to the donation never taking place.
Imagine a potential donor on his daily commute to work. They might be happy to donate to your charity, often on a monthly basis, and so they proceed to the payment to then see that the only payment method is, for example, a credit card. Those on a tube or a crowded bus are very unlikely to pull out their wallets and take out a card in front of dozens of strangers, so they exit your checkout without completing the donation. However, if you offer different payment methods, like for example, Digital Autogiro with BankID or instant payments like Swish, your donors will be more likely to proceed with their donations.
Social media strategy for charities: thank your donors for their support
As a non-profit organisation, you need constant support from your donors. Hence thanking your supporters is a crucial step for any NGO or charity.
Apart from sharing generic ‘Thank You’ messages sent out or displayed to all donors after making their contribution, it’s also important to remember your donors in your social media communications. Take a look at the following Reel shared by Cancer Research UK, in which they highlighted how many people volunteered, participated in fundraising events and donated to the charity.
Share similar posts to thank the donors and encourage more social media users to become donors of your charity.
Do you have more questions about converting social media followers into charity donors? We’re ready to answer all your questions! Just contact us!