If you are looking to increase both donations and engagement in your
cause, social media is a valuable tool that shouldn't be overlooked. For
many associations and nonprofits, print campaigns provide the bread and
butter of their communication with supporters, and the majority of
donations still come from direct mail channels. As such, it might not
be easy to include social media as part of your campaigns. However, with
statistics from The Chronicle of Philanthropy showing an
impressive increase in online donations, it's clear that connecting with
supporters online is more important than ever before.
The Importance of Social Media for Nonprofits
Social
media provides a versatile and immediate channel for nonprofits to
connect with their target audience. A successful fundraising campaign is
based around an emotional connection with supporters, engaging them in
the cause and motivating them to take action. Social media can be used
to spread the word about a cause and inspire action.
Social
media's immediacy is a boon for nonprofits. Social media can be used to
keep supporters up to date on measurable goals, fostering a sense of
involvement with a campaign. Nonprofits can also post updates on their
activities, answer questions, and raise awareness through social
networks.
Social Media and Print Channels in Tandem
A
well-written print campaign is a must, but many print campaigns don't
link directly with social media. By including links to social media
profiles in a print campaign, you are encouraging supporters to connect
in a variety of different ways, especially considering the growth in
online giving.
Of course, the social media profiles in question
need to be well thought out and active if they are to play a role in
increasing donations for a nonprofit. In addition, a smart print and
social media campaign will come with a built in plan for measuring its
success. Clear metrics that show which channels are most active or most
profitable will mean measurable feedback, and the chance to streamline
the next campaign to build on the strengths of its predecessor.
Presenting a Unified Message and Clear Call to Action
One
of the keys to running a successful campaign using print and social
media together is to make sure your message is unified across all
channels. From the layout of a mail shot to the overall look of a
Twitter profile, it's vital that all channels present a strong, unified
message. A nonprofit is a brand as surely as any for-profit company, and
that should be reflected in the consistent use of visual elements such
as logos and typeface, and less tangible elements such as tone of voice.
One
of the strengths of a print campaign is that it usually includes a
clear call to action, leaving supporters in no doubt as to what to do
next. When incorporating social media, it's important to avoid the
temptation to talk around the subject with no clear call to action. The
call to action can be a donation, of course, but it can also be liking
or sharing a status, signing a petition, or inviting a friend. One of
the strengths of social media for nonprofits is the potential range of
calls to action, which can increase supporter interaction with a
campaign.
While print media is likely to remain a mainstay of fund
and awareness-raising for nonprofits, social media has a valuable role
to play. By utilizing the strengths of both channels, nonprofits can
create a well-rounded campaign that meets supporters where they are and
engages them in the cause at hand.
P.S. Are you interested in learning how your association can manage your social outreach both nationally and locally, and seeing how you can identify member opportunities, drive demand, and facilitate targeted social marketing campaigns that drive leads? Click here to attend a special live demo of AwarenessHub, the number one social media software to help your association find, understand, and engage prospects and members faster and more effectively!