Online giving via your nonprofit’s website is a fantastic and data-proven way to increase donations. But most donors aren’t visiting your website. They just aren’t. So what can you do?
Reach Them Where They Are With Online Giving
By now it’s a truism in any kind of marketing (and that includes nonprofit marketing) that in order to make the most of your message, you have to reach your audience where they already go. It’s common knowledge that nowadays this means social media and email.
Earlier this year, mobile overtook desktop for web, email, and social media use. People are more connected than ever because they can access electronic messaging wherever they are. Fortunately Givelify makes mobile and online giving via the most popular social channels easier with our social giving link.
Where to Find Your Social Giving Link
- To get your social giving link, log into your Givelify dashboard.
- At the top right-hand portion of the screen, click Settings.
- Three links will appear beneath that menu. Click on Social Giving.
- You will see a link similar to the one below. Click Copy.
Pro Tip: Keep this link somewhere handy like a document, spreadsheet, or note so you don’t have to log into your dashboard every time you want to use it.
This link can be placed in Facebook posts, emails, tweets, and even text messages if your organization uses push notifications. It will also function for your Donate button on your Facebook page. If you need instructions for adding a Facebook donation button, you can find them here.
Simply paste the link into any of these electronic communication channels. When people click (or tap) the link, your organization’s profile will open in either the Givelify app or in a browser, allowing for instantaneous prompted giving. By using your Givelify social giving link across as many channels as possible, you ensure you’re not missing a chance to fundraise.
It’s a fact that only about 8% of your Facebook fans see your content in their timeline at any given time unless you’re using paid/promoted posts. While that number may seem dismal, that doesn’t mean you should throw in the towel. After all, 76% of Facebook users go to the site or app on a daily basis.
Give your supporters every possible chance to donate to your organization. Add the Donate button to your Facebook page. Include a fundraising ask in Facebook posts. Sometimes people need repeated prompting — or for the prompt to reach them at the right time — to be moved to give.
Fundraising events aren’t just attended in person. Many people attend virtually and in real-time on Twitter by following the event hashtag. Be sure to include your social giving link in tweets so people will know they don’t have to be on-site to support your cause.
You’re not just limited to events. Throw a regular (but not too frequent) mix of fundraising appeals into your Twitter post calendar. Your followers who find value in your storytelling and curated content will be that much more inclined to give something back when an appeal is made.
According to the most recent M+R Benchmarks report, for every 1,000 fundraising emails delivered in 2015, nonprofits received $44 in revenue. Not every email update you send to your subscribers is a direct fundraising ask. But that’s no reason not to include your social giving link in every single one.
A good example is when you share a particular success story. Maybe you had 100 volunteers show up for a community improvement event. You then send out an email newsletter showing everyone the results. Add your social giving link to this email, and think about a message like, “Couldn’t attend? You can still support this initiative.” Now you’re not only giving thanks to those who showed up, but you’re giving all your subscribers another chance to feel like they helped.
It’s All Shareable
The best part of social media and email is that by nature it’s all shareable. Encourage people to go beyond the “Like” and share, retweet, and forward your content. Your passionate supporters can do a great deal to amplify your message and increase your chances to fundraise via online giving.