Social Media Marketing For Fundraising


Most organizations know they need to use social media marketing to further their goals, but very few groups have executed an effective strategy to harness this powerful tool. With the ease of staying connected via mobile, tablets and other wireless devices, people are spending more and more time updating and reviewing social updates from their chosen groups.

According to HubSpot – “18 Fresh Stats About the Current State of Social Media Marketing”:

  • 27% of total US Internet time is spent on social networking sites
  • 15% of total US mobile time is spent on social channels
  • Conversion rates for social media leads are 13% higher than the average lead conversion rate
  • Approximately 46% of online users rely on social media when making a purchasing decision

In addition, a study by Waggener Endstrom – “Digital Persuasion: How Social Media Motivates Action and Drives Support for Causes” states that 56% of surveyed respondents indicated they were likely to take further action for a cause after reading a story on social media. Most social networks are optimized for rapidly relaying imagery, fundraisers easily engage new and existing donors through focused visual storytelling.

While social networks are each geared to allow members to rapidly communicate story like telling to their connected groups, each has its own unique value proposition and way of allowing users to connect and share. By knowing the nuances of each major network, you will have a much better grasp on how to interact and leverage each platform to its full potential. Not only is your message important, but also the mechanisms that allow your “group” to interact, share and spread your message is what makes the difference.

Social Media Focus

Social media is a tool that simply allows you to engage and communicate with your volunteers, donors and other people that may be interested in your cause. Many organizations have rushed to be on social media channels simply because they heard they should. Without a clear vision and goal, social media marketing can eat up precious resources without an effective return on investment.

However, with just a little focus and a creative approach, social media can boost your exposure, support and funds raised. With the right imagery and story, hundreds or even thousands of people can share your message and drive incredible support to your organization. With all of the different channels we will explore, keep these basics in mind for your marketing message.

Engage your Volunteers, Donors & New Supporters

While the targeting and use of each social media site is different, the concepts on reach, engagement and exposure are the same. Each social media site also engages a different user base. While Facebook was one dominated by teens, the site is now so mainstream the average user is an adult between the ages of 18-29 with more female users than male.

We have included some demographic information about all of the sites, and most of them are very transparent with their demographic information. As with all marketing messages, you will need to focus them to reach the your target audience.

Keep The Conversation Going

With the right story and message, your audience will engage. They will ask questions, make positive or negative comments and give you feedback. Make sure you communicate back to them. Every comment, share, like, post, etc. is an opportunity to influence the commenter and other potential donors. Don’t ignore them.

Highlight Your Cause

Your goal is to increase your donors and supporters. Make sure your story highlights your cause and speaks to the goal you have in mind. Tell your groups about the struggles, the tragedies and the triumphs. This emotional connection is what your supporters will fell and this feeling is what they are really sharing with their groups.

Increase Your eMail List

While you may not be able to capture emails and contact information on the social media site, your primary site should always allow for easy signups. The potential supporters and volunteers that come from social media site to your main website are looking to connect. Make sure you offer them an easy solution to join your mailing list.

With that in mind, let’s discuss the major networks and how to maximize their impact to further your cause.
Section 1 – Facebook Marketing For Fundraisers
Section 2 – Instagram Marketing For Fundraisers
Section 3 – Twitter Marketing For Fundraisers
Section 4 – Pinterest Marketing For Fundraisers
Section 5 – LinkedIn Marketing For Fundraisers

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