Tips: Fundraising with Social Media
So, you've dipped your toe — or maybe both feet! — in social media, and now it’s time to utilize these tools to amplify your fundraising efforts! Learn how to take advantage of these platforms with theses tips to drive donations.
Just Tell 'Em What They Want to Hear
Your Facebook fans are different from your X followers, who are different from your newsletter readers, who are different from your website users—and they all want different things from you. It's up to you to juggle tone, length, and subject matter. X is a great platform for urgent updates and news-related articles, while Facebook allows you to tell a story in posts without character, photo, or video limitations.
Facebook Followers
Facebook followers are users who choose to follow your daily activity. Your content has now captivated an audience, but let’s not stop there! Good and quality content, engaging status updates, prompt responses to their questions and comments, and timely, targeted communications come in to reach the original followers and even more users.
2-4-6-8…The Name of the Game Is Integrate!
Social media should work in conjunction with your other communication channels, not replace them. By adding social media channels to your newsletters, or other forms of communication, you’re able to expand your audience
How Do You Measure Up?
Which posts get the most engagement – i.e., likes, comments, or shares? What times of day are the greatest number of your followers on Facebook? Using social analytics is a great way to see how your content performs and optimize your audience. Some tools to use include:
- Facebook Insights
- Google Analytics
- hootsuite.com
- Sprout Social
Tell Your Impact
Make sure the content you are sharing with your social audience tells an impactful and compelling story. By understanding your analytics, you can cater to your audience's preferences and deliver precise content tailored to them.
Storytelling in 280 Characters or Less
The timeliness and urgency of X/Twitter can make it a great tool with which to raise funds. You can try a small campaign with a finite timeframe and goal — think of it as a little giving challenge, with links to a special campaign page or your website's donation page. Will X is known for short-form text content, you are still able to tell a story with “re-quote” tweets. This allows you to start a thread and expand on your story.
Asking for Money on Facebook
First, visit Facebook to verify that your Business Page is eligible to run Facebook and Instagram fundraisers. Once your application has been processed, you can start a fundraiser and add donation buttons to your posts.
When the Conversation Turns Sour
Yes, negative comments happen — but you don't have to delete them — and you don't always have to respond right away. "Let your supporters defend you," says Swider, "and keep a close watch so you know when to step in. A personal comment from you can turn the tide if you see something going downhill."
Yes, negative comments happen — but you don't have to delete them — and you don't always have to respond right away. Give your supporters the opportunity to defend you. Use your best judgment on when, or if, to reply to negative responses.
Can We Talk?
We'd love to continue the conversation! ASPCApro.org offers a wealth of resources for shelters using social media, and we're always chatting about your strategies and successes and sharing great shelter videos on our Facebook groups: Dog Resources for Shelters and Rescues Group, Feline Resources for Shelters and Rescues Group, and Horse Adoption Resources for Shelters and Rescues. And of course, right here in the Social Media section of our website!
We have lots more on this subject:
