Not only does social media help not-for-profit organizations advocate about certain issues, but it also helps them receive money via donations and fundraising. It does this in a few different ways:
→ “Donate now” buttons
→ Sites like “Razoo.com”
→ Linking to their own site on social networking sites
→ Facebook apps like “Causes”
→ Many more!
As we previously mentioned in our last post, one good example of a successful nonprofit is the ALS Association. They not only disclosed information about their cause but they got involved with the community via Facebook and Youtube, created relationships with its audience (the stakeholders), and shared touching stories that motivated people to take action!
According to a study done by Richard D. Waters et. al., most nonprofits are still not taking advantage of all that social networking sites have to offer. They are still using them mostly to get information out and not connect, thus missing an opportunity to form relationships with stakeholders. (Waters, 2009).
In order to connect with stakeholders nonprofit organizations should do the following things according Hiba Haider on her blog “7 Creative Ways Nonprofits Can Use Social Media to Drive Donations”:
→ Twitter livefeeds and conversations
→ Use Facebook to tell a story
→ Create a Pinterest page
→Inspire Youtube user generated content
→ Educate through Google+ webinars
→ Have a LinkedIn account
→ Promote a social media contest (Haider, 2012).
Another important fact is to remember to be transparent! The stakeholders who are truly invested in your cause are going to want to know what is going on within your organization so don’t forget to post press releases, summaries of campaigns, and multimedia files on networking sites. By posting this type of information you will also attract new stakeholders because it shows them previous successes. (Water, 2009).
So, now that you have put all that time and effort into maintaining your social networking sites and forming relationships with stakeholders it is time to make sure that they can donate/help you fundraise!
To recap some earlier information, to make donating easy for your friends and followers, you can: 1) add donate now buttons to your website and links, 2) start a Razoo account (or any of the others listed here: “5 Online Donation Tools to Delight Your Donors“) that you can advertise on any social networking account, and 3) make Pinterest boards that link directly to your site. According to a study from Shareacholic, restated by Hiba Haider in her article on hubspot, “21% of users have followed through with a purchase after discovering it on Pinterest.” (Haider, 2012).
Raising money for nonprofits is all about marketing yourself correctly on social networking sites so you can reach and inspire new and existing stakeholders. So remember to ENGAGE with your stakeholders. For example, you could tell them how much you appreciate their help by tweeting at them!
Written by: Ali Robert