Using online channels such as social media is a vital part of any year-end fundraising strategy, as online giving peaks at the end of the year, especially on December 30th and 31st.
So how can you leverage your social media channels to make the most of your donors tendency to procrastinate until the end of the year? Here are just 5 tips.
Resist the temptation to go silent on social media.
I understand that you want to log off and tune out the last week of the year. It’s quiet, people aren’t at work, everyone seems to be on vacation – so it’s completely fine for your social media channels to stay quiet for a few days, right? Unfortunately, it’s not fine. Social media never sleeps or takes days off.
A smarter approach is to take advantage of this time of year and post consistently. Pre-schedule posts and tweets. And make sure to assign a staff member or volunteer to monitor all channels during the holidays. (Take turns and just check it once per day.)
Tug at heartstrings by sharing personal stories.
People tend to get sentimental and feel more generous during the holiday season. Make sure that your posts feature personal stories of lives changed and impact achieved. One story per post is ideal, with a call-to-action at the end to encourage online donations.
Change up the call-to-action that you use with your story from “Donate Now” to the more compelling “Join the campaign to end childhood hunger to help kids like Kayla” or “Help us house homeless veterans like John in 2016.” Make it fit in seamlessly with the story to help donors feel like they are a key part of writing a happy ending.
Grab people’s attention.
Social media feeds are crowded landscapes of updates from friends, family, businesses, nonprofits, and news outlets, to name just a few. Make use of free graphic design tools like Canva and Pablo to add a visual element to your posts.
Think of creative ways to use visuals that will catch the eye and make people read further. Video is the most popular form of content on social media, and since it autoplays on most social media channels, the movement tends to grab our attention.
Make sure donation pages are mobile-optimized.
Pew Internet reported that “Fully 40% of cell phone owners use a social networking site on their phone, and 28% do so on a typical day.”
If you are sending people to your donation page from a social media post or tweet, you need to ensure that their experience is seamless – or they will click away in droves.
The holidays are not just about receiving – they are about giving! Craft creative, light-hearted posts thanking donors and acknowledging the hard work of staff members and volunteers.
Make short videos using Instagram at the staff holiday party to thank specific major gift donors, or just all of your supporters in general. Practicing gratitude without asking for anything in return is sure to generate goodwill, which leads to more loyal donors in the long run.