Social Media For Nonprofits: Brand Strategy To Get Supersize Donations

April 1, 2022
Posted by
Charles K. Davis

Are you a non-profit organization that is looking for ways to get donations?

If so, you are in luck! There are many different ways that you can use social media to get people to donate to your cause. In this blog post, we will discuss some of the best strategies that you can use. We will also provide some tips on how to make the most out of your social media campaigns. So, without further ado, let's get started!

There are many different social media channels that you can use to ask for donations. The most popular platforms are Facebook, Twitter, and Instagram.

However, there are also other platforms that you can use, such as LinkedIn, YouTube, and Snapchat.

When deciding which platform to use, you need to consider your target audience. For example, people over 50+ are more likely to use LinkedIn, while people under 20 are more likely to use Snapchat.

Social Media Channels

  • LinkedIn - post the BIG IDEA on-brand post for funding agencies. A BIG WIN can get you noticed and invited to other funding cycles.  
  • Facebook - storytelling works great on Facebook. People are looking to be entertained and your non-profit can really get noticed.
  • Instagram - is a great behind-the-scenes storytelling platform. You can show your non-profit's personality on Instagram.  Remember, branding is the heartbeat of your brand.
  • Twitter - the best-kept secret of branding and digital marketing.  Your social media marketing depends on how well you craft your hamburger and your title is the special sauce. We test our titles on Twitter to see how well they perform. You can bet a full stack of poker chips on a high-performing Twitter post.

Once you have determined which platform to use, you need to come up with a strategy for your campaign. Here are some tips:

- Curate content  that is relevant to your cause

- Use images and videos to capture people's attention

- Make it easy for people to donate

- Thank donors promptly and publicly

In addition to using social media for donations, you can also use it to create brand awareness. This means that you can use social media to tell how your brand is helping a cause.

People are more likely to donate to a brand they trust. By using social media, you can build trust with potential donors. You can also use social media to show how donations are being used to help a cause.

Overall, social media is a great way for non-profits to get donations. It is important to use the right platform for your brand strategy.

Brand Content Strategy

A non-profit needs a brand strategy to be successful. A brand strategy is a plan that outlines how a brand will achieve its goals. It includes the brand's mission, vision, values, and target audience.

What's seldom talked about is what content the non-profit should be creating and posting.  Brand extensibility creates many options and audiences that must be leveraged for success.

Brand extensibility is a leverage strategy that is so underused because it's not really known in non-profit digital marketing. For example, animal rights activists can petition for the fair and humane treatment of animals. That passion topic relates to antibiotics in animals that affect human health. The testing of cosmetic products on animals was a HOT POTATOE in the cosmetics and fashion industry.

What's your brand hot potatoes?

An on-brand social media strategy is an important part of a brand strategy for non-profits. Social media allows organizations to connect with their target audience in a more personal way.

In general, non-profits work on passion topics:

  • Politics
  • Healthcare
  • Ecology
  • Animal Welfare
  • Women's Rights
  • Children's Welfare
  • Poverty

The list is a collage of humanitarian issues that affect everyone.

Humanitarian Issues

Content Strategy For Non-Profits - Piggy Back Hamburger Technique

  1. Top Of Mind Curation: This is the most important but often overlooked process of content strategy. You have to curate high-value content to start your posting schedule. For instance:   Erin Brockovich goes to Lacrosse Wisconsin to speak on water pollution during hearings on EPA. That's a two-for-one curated post because she is a celebrity and talking about water pollution. This will draw the attention of the media.
  2. On Brand Content:  Your non-profit brand, if ecology-based, can piggyback after the high-value curated post. A water conservation group or river cleanup post would be a great hamburger for the social media feed behind the Erin Brockovich post.  Do you want one patty or a double burger?  You could post two on-brand posts from your ecology-based non-profit organization right behind the Erin Brockovich article from the high-value news sources.
  3. Donate: Your non-profit can finish the hamburger with a donate post. This is where your brand personality can shine. Let's use the brand personality of SAGE. That brand personality speaks with facts and wisdom. It's one of my brand dimensions. COPY:  Pregnant women exposed to “high” levels of PCE-contaminated drinking water during the first trimester have an increased odds of spina bifida.

Donation Sources That Are Easy To Use

There are easy ways for people to donate that don't cost them anything.

Social media is a great way to get donations from people who want to help out.

One easy way to donate is through social media. Facebook has a feature that allows users to donate to charities. This makes it easy for people to donate to their favorite charity.

Give With Bing

People can support your non-profit by joining programs that will give to your cause.

Give with Bing lets supporters donate to your nonprofit just by searching the web. When members of the program, which is part of Microsoft Rewards, select your organization, you’ll receive cash donations for their searches.

You can get the non-profit toolkit here:

GOOGLE Non-Profit Program

Let's not forget the internet giant GOOGLE that has some programs designed to help nonprofits.

  • Get the basic features of Google Workspace at no cost with Google Workspace for Nonprofits.

Google Ad Grants

  • Get up to $10,000/month in text-based ads on Google Search to raise awareness for your nonprofit organization.

YouTube Nonprofit program

  • The YouTube Nonprofit Program helps nonprofits connect with supporters, volunteers, and donors. For many causes, video is a new but essential format for storytelling.

For more information: Google Program For Nonprofits

Amazon Smile

The internet shopping giant has a simple and easy way for people to support your nonprofit.

You can get more information about Amazon Smile here.

Thanks for reading! I hope this gives you a better understanding of how to get donations through social media. As always, feel free to reach out if you have any questions. Stay tuned for more tips on how to improve your brand strategy. :)

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