We all know social media is the preferred means of connecting among millennials. We also understand it provides our nonprofit with an invaluable communication tool that lets you connect with potential donors, volunteers, and constituents around the world. Below are 4 statistics on how millennials use the online social networking service straight from Twitter themselves.
Bill Gates famously
wrote in 1996 that content will be king on the Internet one day.
Despite his prophecy, Microsoft today still does not have a juggernaut content department, and is still focused on creating software. Whether his vision for what Internet content would be in 1996 was, we may never know. What we do know, is that marketers around the world, in the for profit and nonprofit world alike, are turning to storytelling, content marketing, and social media to engage and connect with target audiences.
Did you know: 73 percent of first time donors do not give again?
There are many reasons contributors leave; sometimes they don’t feel appreciated, or don’t feel like part of the organization. While gaining new donors is always important, keeping them is even more so. If you can maintain just 10 percent higher than your current retention rate, your donations could go up 50 percent. By getting just a few dozen more donors to return, you can see an extreme boost in your budget.
One of the most attractive things about social media marketing is how measurable it.
Want to know how many clicks your Twitter feed gets on Mondays vs Wednesdays? No problem. How about the number of followers you’ve added over the last 6 months? If you’re keeping even a casual eye on the number of followers you have, that’s child’s play.
The problem a lot of nonprofits are running into is that they have too much data, and do not know what to do with it.
Your nonprofit’s next event, big or small, will likely be announced and hyped up using social media. We all know this is something that we need to do, but how effective are your current strategies? Are you and your team just throwing Tweets and posts out there hoping something will stick?
With the Giving Season approaching, some nonprofits are just starting planning, others are still waiting, and just a few have already developed a strategy. According to Google, planning ahead is the best strategy in addition to the following digital strategy tips:
Donors start giving earlier than you might think.
In late August, Google released their search data on nonprofits, indicating that donation-related searches jump from 2% in August to 21% in September! Nonprofits choosing to wait until the giving season arrives are missing out on the opportunity to boost awareness and appeal to donors who are looking to donate as early as September or October.
Donors start out with a search for nonprofit information
Before deciding to donate to a particular cause, donors perform a search for information using search engines, social media, video websites, and are even persuaded by online ads! In fact 76% of donors started searching for nonprofit information after seeing an online ad. It's more important than ever to keep your digital channels up to date and as lively as possible.
Video is one of the most powerful digital tools.
More than 75% of donors indicated that nonprofit video are more compelling when deciding whether or not to donate, with YouTube being the most popular video viewing website. Bringing your nonprofit's story and projects to life with video is more powerful than text or a photograph alone. The most compelling videos are 30 seconds or less.
Donors are mobile and want accessibility.
87% of supporters who researched a nonprofit via their mobile device found a nonprofit's website to be the most helpful in their decision, and 1 in 4 discovered a new nonprofit they were previously unaware of through mobile browsing and research. If those stats are not compelling enough, did you know that 25% of donors make a contribution with their mobile device? So if your website is not mobile-friendly, you should make it a priority.
Donors want to believe in your mission as much as you do.
Make it easy for them. Provide a compelling story, images, video, and progress reports with actual data on how donations are being used for specific projects. Get your staff involved in your nonprofit's digital content, by sharing their stories, experiences, and media snippets from in the action (abroad, at a shelter, at an event, etc.). The more transparent your organization is, the easier it is for a potential supporter to connect with your cause on a personal level.
Content marketing, and especially the "storytelling" aspect, is incredibly important in the evolving digital world. Each story must be compelling and easily shared in the social sphere, sometimes in 140 characters or less.
The solution to content marketing and storytelling is blogging, because each post can be easily shared as a link via social media without cutting out vital parts of the story your nonprofit is trying to tell. And the best way to organize and maintain a blog, is by developing an editorial calendar.
The holiday season is right around the corner, and it's never too early for your nonprofit to start planning for the must lucrative fundraising time of the year.
This holiday season, take a good look at your nonprofit’s social media, and consider taking a few of these social media tips into account. As always, it is also important to align your seasonal social posts with relevant seasonal content, blogs, events, and campaigns.
The Internet is a transient medium for marketers, especially us in the nonprofit space. A moving target that you can hit perfectly one week, then miss completely the next. While completely reinventing yourself is no easy task, keeping your eye out for fresh ways tyo market your nonprofit is imperative to your continued success.
We would all love it if each one of our donors gave once a month. Who wouldn’t? But the truth is, monthly donors are often times few and far between, and recruiting them to join those programs is even more difficult.
With 2013’s immaculate online giving numbers, and 2014’s teeming propensity to deliver similar results, the importance of seeking new ways to market your nonprofit online has never been more important.
Here are 8 more ways your nonprofit can take a different look at its online marketing efforts, and see an even bigger surge in donations in 2015.