After the sudden rise in the novel Coronavirus cases, many companies, non-profits, NGOs, and individuals have launched many fundraising campaigns to help the marginalized population in coping amid the lockdown. For a wide range of purposes, such campaigns have been launched – some are for providing for the daily wage workers who have lost their earnings, some are for helping people to return to their hometowns to their families, and many are to assist our front-line workers in their war against this pandemic.
The common thing in all these initiatives is the major use of digital and social media to find the relevant crowd who’d be willing to donate and spread the message. Apparently, there are many benefits in store for a fundraiser organizer that are present in social media platforms while not in the traditional methods. Following are some of the major advantages of organizing a fundraiser through social media:
Indeed, when everything can be done just by working through your laptop, we can call it highly convenient. Unlike the older times, when people used to organize charity drives by printing posters and advertisements and by informing other people a week prior so that they can arrange their schedules accordingly. Nowadays, through a few clicks on your Facebook page, you can end up organizing a full-fledged charity drive.
2. Higher Reach
With massive friend lists and follower base on Facebook and Instagram, social media gives you an exponentially higher number of donors easily. Now let’s say if few people in your friend list share your event/post, you can well imagine the increase in the reach of your campaign.
Mostly, from the donors’ perspective, there are apprehensions regarding the correct usage of the money. Social media, in turn, helps close this gap between the organizers and the donors. If you’re an organizer, you can post about the recent developments that have taken place with your initiative and also address their respective apprehensions, if need be.
Now that we are through with the ‘why’ part of using social media as the crowdfunding platform, let us go through the ‘how’ part of creating a fundraising event.
1. Choose Your Audience and Platform
For any communication you wish to make, two things must be clearly thought of and made definite – the kind of people you want to communicate your message to and the platform on which you’ll find them.
Talking about social media platforms, each one of them has different groups of people with different behaviors and interests. For example, on Instagram, you’ll mostly find the millennials and gen-Z who reside in Tier-1 and Tier-2 cities. These people are the ones who are exposed to new trends foremost, and so you can expect them to respond to the causes that are being talked to about currently, swiftly.
Facebook is another platform that features fundraising events all year long. People of almost all demographics can be found on this platform. So apart from age, sex, location, you’ll also need to filter your audience through their interests, i.e., if you are hosting an animal care charity, then find people with interests in animal welfare, animal health, etc. This can be easily done through the boosting tools on Facebook.
If Instagram is the place where people witness the trends firsthand, then Twitter is the platform where these trends are actually created. Besides providing the intellectual and well-informed network of people, Twitter also accommodates many tools that actually aid your initiative in broadcasting and engagement. And just like Instagram, you can also use hashtags on Twitter.
2. Execution Bit
After you’re clear about the purpose behind fundraising, the platform, and the audience, now comes the time to take it online. Keeping the advanced tools aside, there are two basic and imperative things that need to be well taken care of – the designed post (static or moving) and the post description.
Since collecting donations for a cause is always a sensitive matter, we recommend using soft colors and fonts in your posts. Remember, the quality of your post will create the path to engagement with the viewers. And since videos have better engagement rates, you can use a free online video editor that will help you in creating a simple dynamic post with a professional look and feel. Using the templates from a promo video maker free online without watermark is an equally good option.
Writing an accurate and engaging event description is as important as making an intriguing post. Remember that these two elements form the soul of your online fundraiser. Keep the description as simple and succinct as possible. To create a connection with the audience, it’s always better if you can add an emotional angle in your description. Lastly, research for hashtags relevant to your event and use them with your text.
3. Expanding Your Initiative
Don’t stop even after your event is up and running. Now is the time to make the event reach as far as possible. First of all, remember to make your posts shareable for everyone. Next, you can use the principle of peer-to-peer fundraising to make your message reach out to a wider crowd.
Peer-to-peer fundraising relies on your followers and supporters to share your event in their circles, thereby simply and efficiently increasing your reach. Ask as many people as possible to share your post. Another approach can be to advertise/boost your event so that it can reach more people in your target group.
4. Keeping Your Donors In The Loop
Your donors would like to know the whereabouts of their donated money. What the donors dislike is the lack of follow-up posts after the charity money has been raised. Share with them the things you’ve achieved through their money and also what’s in the pipeline. Using statistics is always a plausible idea.
That’s it. Accomplishing these four simple steps would take your fundraising initiative a long way. After it’s completed successfully, a simple thank you message or post from you would definitely be appreciated by the donors.