Raising your charity's social media game
Social media has become a feature of all of our lives in one way or another. With over 70% of 18-34 year olds are using Facebook and Twitter respectively, and over-55's representing the largest group to take up new profiles on Facebook, social media cannot be ignored.
In this guide, we provide a definitive guide to using social media tools, for free, to enhance your fundraising. by taking a look at how to review your current position, utilise available tools and grow your network through clever content.
Before you jump straight in, remember you’re (luckily) not starting at the beginning. Your charity will in some shape or form have a social media network and even if it’s tiny, it’s still a starting place. Ask yourself….
What is your existing audience on social media?
And following on from this, what will success look like? How much would you like to grow your audience in the next 3 months, 6 months, a year?
Here's the questions you want to find the answers for:
What does your audience look like?
Tip: Use a tool like Facebook Audience Insights to learn more about when your audience are online and what your key demographics are
What are charities like yours or of a comparable size doing?
In the last year, what have your charity’s most successful posts/uses of social media been?
Can you pinpoint why it was successful?
How will social media help your charity achieve its goals for the next year?
What tone and style does your charity take on social media? Is everyone tweeting and posting on its behalf clued up on this?
Get the Gear
Struggling to be a social media guru while also doing your existing 9-5? Have a look at the tools below which can help you save time and maximise your charity’s online presence.
Schedule with tools like HootSuite
- This management tool will allow you to manage Twitter, Facebook, Linkedin, Instagram etc
- Using HootSuite will ensure your social media doesn’t switch off when people are most active in evenings and the weekend
Track posts live with Tweetdeck
- Tweetdeck is a management dashboard for Twitter and is particularly useful to see notifications and responses to hashtags all on one screen
Measure your success using Google Analytics
- There’s a lot of numbers on Google Analytics but along with other tools such as Sprout Social you can measure who is engaging with you or completing goals (i.e. useful actions such as making a donation)
Be creative and engaging with tools like Canva
- Without needing to invest in Photoshop, make images for social media quickly and easily or Storify which collates social media posts into a story
Utilise the power of your community with tools like Thunderclap
- Thunderclap allows your supporters to mass-share (think flash mob) a single message
- On a smaller scale, encourage supporters to use JustGiving’s post-donation prompt to grow your charity’s network without having to do any work yourself
Be clever with your content
You don’t have to be a JK Rowling or the newest comedian to feature on Live at the Apollo to use social media in an engaging way.
Below are some great ways you can maximise your charity’s impact, and here are some brilliant examples too.
Share informal, informative and easy to digest insights into your charity’s work
- This will give you the chance to build an emotional connection with your supporters and illustrate the tangible work your charity does
Use photos and videos to show personal case studies of the work you do
- Using these rather than just plain text means your post is more likely to feature on supporter’s newsfeeds (on Facebook) and to receive likes
Shout about the work your supporters and volunteers do
- Remind them (and any potential supporters) how important they are
- Different charities will have differing social media guidelines but if you feel comfortable why not encourage your volunteers to shout about your amazing work (their network can quickly become yours)
Don’t forget calls to action
- Whether it’s asking people to share your post or sending them to a Campaign Page to donate
- Are people tagging you on Instagram or Facebook or replying to your Tweets to ask questions or share support
- Give the charity Holly Hedge Animal Sanctuary a search on Facebook – they’re quick to reply and talk with their supporters
- Stay tuned into the world around you and react to news stories as and when appropriate. Use these opportunities to position yourself as experts on the story.
- The world of social media influencers continues to grow and they have a huge and engaged following to shout about your charity
Grow your audience in a targeted way
- Link to your social media in emails, follow people through relevant hashtags and consider paid Facebook ads