In an ideal world, engagement on social media or through traditional media would automatically translate into donations coming into our organizations. But many times, finding ways to create or increase engagement can feel like trying to find a needle in a haystack- we have to cut through the noise of all the other stories and causes competing for our audience’s attention and then quickly show them why contributing to our cause and our mission is the best use of their money, time and effort.
That’s a really, really tall order. But it’s not impossible. Consider trying these tips and tricks for increasing engagement and encouraging action on the part of your community:
- Do your research and see what your audience is already connecting with on your social media channels. See which posts or videos have the most amount of engagement, what they have in common with each other and how they differ. You can then use the most successful pieces to create new content around your next case for support. You may also want to look at what other organizations in your area are doing and how successful they are (or are not).
- Connect your donation ask, whether it’s for money, goods or time, to an existing event or calendar marker, such as Giving Tuesday. This will give you space to use popular hashtags, leverage existing awareness and has the potential to increase media attention if you’re pitching a specific campaign or attendance at an event.
- Don’t just ask for money. Tell your audience a story- invite them to be part of the process of helping an animal in need. This may mean you break the story of an animal into several posts or highlight multiple animals that have benefitted from the services and support you provide.
- Invite people to engage with you on your platforms. Ask them to leave comments, vote using a reaction such as ‘like’ or ‘love’, respond with a GIF, whatever is appropriate for the type of content you are sharing.
- If possible, offer folks an opportunity to connect with you and your mission in person. This could be anything from a pet food drive in your parking lot to a pasta night at a local restaurant. Make sure that the event also reflects the story or stories you’ve been telling on your social media.
Once your event or post series is concluded, make sure to thank everyone that participated in the campaign or event and then assess what went right and what didn’t do so well. If you have a strong relationship with some of your donors or supporters, consider asking them for feedback directly via an email or phone call. Hopefully, all of this information will help to fine tune your fundraising to best connect with your existing audience and help you reach even more folks!