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Three Reasons Social Media Increases Donor Participation

Author MaryJane Craig

Are you using social media but not exactly sure how you can use it to benefit your organization? Does your organization find itself posting candid pictures of the staff’s daily activities, tweeting random quotes and thoughts for the day, or advertising what current positions are available? Do you often ask yourself if there are tangible results to this sporadic activity and hope that it is helping drive revenue? You are not alone when questioning the time and effort devoted to maintaining your organization’s multiple social media sites. You may find yourself just trying to keep pace with the crowd but not exactly sure how to get the most out of it.

As mentioned in one of our recent blog posts, social media has become an active way to deepen relationships with potential candidates, but it is also a critical and valuable tool when seeking donors. Although there are many benefits to utilizing social media, this post focuses on how to reach donors (aka voluntary revenue boosters).

The following provides three reasons why keeping your donors engaged and informed can help increase donor participation at your non-profit.

  1. Your donors are engaged
    • Give them the opportunity to provide feedback, give reviews, and rate any social events or fundraisers.
    • Share any type of collateral, testimonials, press releases, etc. that will make donors aware of what the organization is doing
    • If they notice other “friends” and “followers” are giving donations and time, they want to contribute as well and feel part of the community
    • Donors want to feel included and informed about any initiatives the organization is involved with
    • Social media is the newest and most popular way for humans to interact and be connected
  2. Stand out to donors
    • People weigh options and make choices, make sure you are in the forefront when they are in their decision-making process
    • Utilize social media to be creative and reward your donors for giving by showing them where their donation went with pictures or letters
  3. People are always looking for new connections
    • They want to be part of a community that they share a bond with
    • Engaging them with social media shows that you are willing to make the initial first connection
    • They want to be part of a community that they share a bond with
    • Engaging them with social media shows that you are willing to make the initial first connection

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