How NGO's Can Use Social Media to Raise Funds [Report]
Digital Strategy | Social Media | Branding & Design | Search | Mobile MarketingWhy should NGOs look at Social Media to raise funds?
Digital Strategy | Social Media | Branding & Design | Search | Mobile MarketingThe Top 5 Social Media platforms used by NGOs• With the surge in Facebook,Twitter and other socialnetworks, you can nowreach a much wideraudience to raise money foryour cause.• Fundraising using SocialMedia is increasinglybecoming an important partof digital fundraisingactivities along withwebsites, e-mail campaigns,etc.
Digital Strategy | Social Media | Branding & Design | Search | Mobile MarketingHow to build your Social Media strategy ?• Raising funds is the most difficulttask for an NGO.• To achieve it using Social Media,you need a properly planned,focused strategy.• The strategy should aim to firstengage the audience, then createa credible image and trust for theNGO, and finally, motivate thesupporters to get actively involvedand contribute funds.
Digital Strategy | Social Media | Branding & Design | Search | Mobile MarketingEngage• Sharing is one of the best ways to increase yourinteractions with your supporters.• If you wish to get more volunteers, first establishyour support to the cause.• Supporting a cause will allow you to connect withothers who also support it and would thus bemore willing to contribute and help out.• You can then use social media to engage your supporters with interesting, persuasivecontent that they can share with their respective network of friends.• This will increase your visibility and let you connect with a much wider base of potentialdonors.
Digital Strategy | Social Media | Branding & Design | Search | Mobile MarketingBuild Trust• The next step after getting the audienceinvolved is to identify the level of theirtrust and support.• You can find that out by exploring answersto these questions: How many people care about theorganization?What do fans care about the most?What is the organization doing thatmost people identify and connect with?How clearly have you understood theprofile of those target supporters whocare about the organization and aremost likely to contribute to the cause?• This will help you draw a list of initiatives that will build trust among your supporters andmotivate them to contribute to your initiatives.
Digital Strategy | Social Media | Branding & Design | Search | Mobile MarketingSteps to Motivate Action• It is not enough to just have a call-to-action on your website and wait forthe money to pour in.• Neither is it enough to share videos,pictures, persuasive posts with yourtarget audience of supporters.• You need to make it very easy andconvenient for interested donors tomake a contribution before theychange their mind.• Here are a few tips to make it easier for your supporters to contribute and thusmaximize the benefits of your efforts to raise funds using Social Media.
Digital Strategy | Social Media | Branding & Design | Search | Mobile MarketingConnect the missing dots• Bridge the gap between your physical,website and Social Media presence.• Promote your online presence in yournewsletters and include your websiteaddress on all of your collaterals.• Share the link of your donor form at theend of requests for contributions onyour Social Media platforms.• Use widgets to enable sharing on yourwebsite.• Make it easy for your supporters toconnect with you and with each othertoo.Screenshots courtesy Catalysts for Social Action
Digital Strategy | Social Media | Branding & Design | Search | Mobile MarketingHelp them, help you.• Make sure you provide your donorswith various options.• Let them decide how and when theywant to help you.• Make sure that your online donor formis not too complicated.• It is a good idea to reduce fields thatrequire manual typing and includemore multiple option choice fields.Screenshots courtesy GiveIndia
Digital Strategy | Social Media | Branding & Design | Search | Mobile MarketingAsk your supporters for help!• Be specific about the help you need rather thanasking for it indirectly.• While it is important to share stories about yourorganization and its causes, it is also important tomotivate your supporters to create new successstories by funding your initiatives.• Share your vision with your supporters and tellthem specifically what they should do to helpyou achieve it.Screenshots courtesy Olympic Gold Quest
Digital Strategy | Social Media | Branding & Design | Search | Mobile MarketingTell your supporters how they made a difference• Each one of your supporters desires to makea difference.• When they choose to contribute funds tosupport your cause, thank them.• Acknowledge their contribution. Tell themhow it helped you and what it changed forthe better.• Sharing such appreciation will only motivateyour supporters to contribute more to yourinitiatives.Screenshots courtesy GiveIndia
Digital Strategy | Social Media | Branding & Design | Search | Mobile MarketingExample of effective website communication for fundraising• GiveIndia, an online portal in India whichallows an individual to donate to registeredNGOs, receives a lot of support as it helpsNGOs to work towards sensitive issues thataffect the society at large.• Another reason it enlists support is the simplecommunication through images and icons thatclearly explain the working of the organizationand the benefits of contributing to it.Screenshots courtesy GiveIndia
Digital Strategy | Social Media | Branding & Design | Search | Mobile MarketingExample of effective website and Social Media communication forfundraising• Barack Obama effectively used his website and Social Media presence togarner 87 percent of his campaign funds before he got elected as President ofthe USA.• 90 percent of the contributions were less than $100, but the large number ofcontributors he connected with using Social Media, could not be matched byhis rival candidates.• Obama continues to use Social Media to raise funds as he campaigns for asecond term as the President of the USA.Screenshots courtesy http://www.barackobama.com/
Digital Strategy | Social Media | Branding & Design | Search | Mobile MarketingWhere Social Media scores over Traditional MediaTRADITIONAL MEDIA SOCIAL MEDIALets you connect with a specific set of yourtarget audience.Lets you connect to a group of your targetaudience as well as their respective networkof friends and acquaintances.It’s a one-way communication channel. It’s a two-way communication channel thatallows for immediate feedback andresponse.Content cannot be shared easily. Content can be easily shared with friendsand other group members who are part ofthe same network.Is very costly. Is relatively cost-effective because a lot ofthe platforms can be used free of cost.Impact of the communication cannot bemeasured easily.Impact of the communication can be easilymeasured using a number of free or paidanalytical tools.
Digital Strategy | Social Media | Branding & Design | Search | Mobile MarketingMake the most of Social Media• As an NGO, garnering funds for your initiatives is one ofthe most difficult tasks you face.• Though the members your target audience mightsupport your initiative with all their heart, they may notbe very forthcoming when it comes to actually making acontribution in terms of funds.• Your Social Media strategy should be directed towardsovercoming this apprehension.• Bridge the gap to make it easy and worthwhile for yourtarget audience to cross over from being just asupporter to becoming an active contributor.• The guidelines suggested above will definitely provehelpful and allow you to make better use of Socialmedia.• For any more assistance, we are always at hand.• You can contact us and be rest assured that you willdefinitely get your Digital Marketing and Social Mediastrategy right.
Digital Strategy | Social Media | Branding & Design | Search | Mobile MarketingFounder & DirectorSiddharth HegdeEmail: email@example.comTwitter: @siddhegdeMobile: +91 9820217252.www.ethinos.comContact Details