5 Underrated Ways to Use Social Media to Boost Your Mobile-Giving Fundraising Strategy
1. Instagram: Geotag, Hashtag, and “Link in Bio” There are many features on Instagram that nonprofits are not utilizing to help boost engagement. Less than 7% of nonprofits use a geotag on posts to share their location. Geotags could increase engagement by up to 70%! It’s an easy way for new followers to find nonprofits. Another underutilized Instagram feature includes #hashtags. Most nonprofits use one hashtag or less per post. Generally speaking, nonprofits should be using between 10-15 per post. Lastly, only half of all nonprofits use the “link in bio” feature, where nonprofits can link their websites. This one is an easy fix: add the link to your ‘donate now’ page – and you’re done!
2. Facebook: Inspire with pictures and videos
Posts with high-quality pictures and videos see 3xs more engagement. Inspiring posts with images and videos are easy for supporters to say “yes” to sharing, and are also great content to text to your donors. Compare this to posts with just text, event links, or informational images – all of which nonprofits tend to overshare. These types of posts have there time and place, but by and large, too many informational posts decreases your engagement.
3. Twitter: Polls and segmented channels
Twitter can be an excellent place for nonprofits to get quick updates and feedback back from supporters. Twitter polls make it easy to hear what your donors are interested in – and they are popular on Twitter. Another underrated way to use Twitter to boost your mobile-giving fundraising strategy is to use segmented channels. For example, maybe you have one Twitter handle for volunteers, another for P2P, and alumni. The American Heart Association does this with separate news, research, and science Twitter accounts. Unlike other social media accounts, this allows you to really narrow in your messaging to be more effective for specific segments of supporters.
4. Pinterest: build credibility with infographics and reports
If your nonprofit doesn’t sell merchandise, have cute animals, or make crafts, it doesn’t mean your nonprofit can’t benefit from Pinterest. It’s not uncommon for U.S. charities to have more female donors than males, and Pinterest is a place on social media you can connect with them. One way all charities can benefit from Pinterest is by sharing infographics with stats from your annual report. Impact statements help increase credibility and trust with donors. Another way is by chronicling your nonprofit’s history – however long or short.
5. Website: Link your nonprofit’s social media accounts on the header AND footer of your site
According to this 2019 report, 97% of nonprofits report linking their social media accounts to their website. Which is great! – but suboptimal. The best practice is to link your nonprofit’s social media accounts to their header and footer for the most successful results. That way, mobile-users (more than half your users, by the way!) have easy access to not only engage with you on social media but hopefully rally their friends and family to donate to your charity as well.