Maintaining a social media campaign during your fundraiser means having a strategy. You have to keep people up to date on your progress, motivate them to engage with your content and inspire them to eventually donate to your cause.

This can’t be done with a single Facebook post linking to your campaign page. It takes consistent posting of a variety of content, that is intentionially posted, througout the duration of your campaign.

You can expect about 12-15% of the money you raise to come from your social media efforts.*

This can seem overwhelming at first. But developing a strategy with a timeline, and awesome looking graphics, can go a long way in filling in your content gaps.

How to Create Awesome Looking Graphics

Just posting a photo on your Facebook timeline usually isn’t going to get much engagment. Add some test to the image and give the image an effect to help it standout and draw attention. The idea is to transform your “photo” into a “graphic”.

In the above video, I show you how to use an easy online tool that will help you make awesome looking graphics.

How to Develop Your Strategy

  1. Make a goal to post at least seven posts a week. You don’t have to post one each day. Some days you may post several updates and others you may post none. But seven is the minimum per week. (Yes, the more, the better).
  2. Multiply the number of post per week by the number of weeks in your campaign. For this example, we will have a six-week campaign. So, that would be seven-posts X six-weeks for a total of 42 posts.
  3. Now break this content into different types of content. The most important thing is to be sure not to ask people to donate in every post. I repeat… do not ask for money in every post. People will stop paying attention to your post. Limit your direct “ask” to one in every 8-10 post!
  4. Now that you have an idea of all the posts you will be using, it is time to put them in a timeline. The order of the posts is up to you. But obviously you want to have a “kick off” post at the very beginning; you want to pepper in your direct “asks” relatively evenly throughout the campaign; and contests tend to work best in the middle of the campaign.
  5. Once you have an outline of your posts you will need to create the content. So, contact the person(s) responsible for creating your video, slideshow, story, etc. and ask them to share the images and video they are using. Also get a hold of your nonprofits logo so you can brand some of the images you post with the logo in a watermark position. And also, be sure you have the correct URL for the crowdfunding campaign page. You should only use this link in 10-20% of your posts, but you need to be sure it is the correct link.

What do I post to social media?

Determining “what” to post on your Facebook page can be a challenge. It takes some creativity and some research. Here are some suggestions to help you create this important content. The number in parenthesis is the suggested number of total posts for our hypothetical 42 posts campaign.

  • Stories. Remember back at the beginning of this course, I asked you to think of stories that best exemplify your organization? Well, you probably thought of quite a few of them. So use them to create short, two-four, posts’ stories. Get a photo or video of different parts of their story and post them as a series over a couple days. (9)
  • Behind the scenes. Let your followers get an inside look of your organization and your fundraiser. You can add images of when the perk awards arrive, people at the kickoff party, volunteers stuffing envelopes, a staff member fixing the copier, etc. (5)
  • Milestones. Don’t just use milestones as a way to measure your progress internally. Share them with your followers to help keep them up to date with your fundraising progress. (4)
  • Video updates. As your campaign progresses, give an update to your supporters on how it is going. Keep it short – one minute will do. (2)
  • Contests. Having a give-a-way is a great way to increase engagement on your social media page. Plan to have two or three contests where you randomly give a prize to people who share or like your post. You can also give away prizes to you 100th donor, 300th like, etc. (2)
  • Thank yous. Most peolpe like to be recognized for their suppoort. Create an image with all the names of the people who donated each week and post it with a big thank you. I’d suggest doing this weekly. (6)
  • Testimonials. This is simple and effective. Find a good image and add a quote from one of your supporters to it.  Better yet, pull out your phone and ask people what they like most about your organization. These unplanned for testimonials are more authentic. You’ll be surprised by the great content you can get. Also, be sure to hold your phone horizontally! (4)
  • Random cool things. If you have social media on your mind, you’ll start seeing posting opportunies everywhere. Look for moments that tell a story, document it with a photo and post it. (3)
  • Your campaign video. If you created a videa for you campaign page be sure to add it to your Facebook page. This should be one of the first posts you make. (1)
  • Direct ask. You can choose to create posts that simply ask people to donate. This is an “asking” post that includes a link to your campaign page. Or you can add the “ask” to another post. For instance, if you post a behind the scenes image of a volunteer opening a box of perk awards that just arrived, you can add a link to your campaign page to the post and use the call to action, “Get your Perk Award Today”. No matter how you choose to “ask” make sure there is a clear call to action and that you only use it in about 10-20% of your posts. (6).

Some Final Tips to Make your Social Media Posts even Better

  • Be sure every post has a photo or video
  • Post at different times of day
  • Schedule posts ahead of time using the Facebook schedule posts tools
  • Respond to all comments
  • Ask your board members, staff, volunteers and friends to share/like everything

* Statistic Source: Fundly

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