Two-minute Read: How to resonate with your donors on social media

Image credit: Robin Worrall for Unsplash

It’s simple to post content that keeps your followers informed and entertained on social channels, but what about meeting your fundraising goals? How would you tailor your organization’s social pages to make your big ask, especially as you wrap up year-end donations? Resonating with your donors is a crucial part of your overall strategy since everything revolves around them. It requires careful planning and, most often, a well-crafted social media strategy versus a random collection of visuals and videos. We’ve got you covered with these easy-to-follow tips. 


1) Know your audience (every three months)

Who is this hustle for? Answer this basic question, and you win half the battle. Learning your audience (most often through donor personas) is the first step in crafting an effective social media strategy. This initial step helps you uncover great insights such as who they are behind that profile picture, what kind of content they prefer, where their interests lie, and what other social pages and organizations they follow. So, if you have done this drill, where can you possibly go wrong? 

a) Most NPOs get inconsistent in their efforts to learn about their audience

b) A majority of them consider it as a one time exercise 

Contrary to this, as your follower list grows, take time (perhaps every three months) to learn more about them. See who has joined the list and when they are most active. Check if they are any different from the previous set of donors (for example, you now have more millennial followers than middle-aged individuals who started following your page three months ago). This worth-doing exercise will keep your ideas from getting redundant and will help you come up with a bang on ideas to catch their attention. 

Source: GIPHY

2) Jump on an emerging or ongoing trend 

a) In a short span, IG Reels garnered 13% higher engagement than other forms of content on Instagram! 

b) Facebook Live videos get 10 times more comments than regular videos.

c) SlideShare is among the top 120 most-visited Web sites in the world.

Where are we going with all this information? 

Trends on social media come and fade quickly. But while it lasts, it helps you immensely to connect with your audience and reach your goals. So the bottom line is – take full advantage of any new tools or trends on different platforms. For instance, if you know your donors participate in polls, then come up with those once or twice a week. Similarly, if they respond to IG reels, then engage them through videos. Here are some more ideas we think may work.  

a) IG takeovers by partner organizations or influencers in your space

b) LinkedIn SlideShare to keep your audience well-informed

c) Photo carousels for telling a campaign story

d) Instagram filters to play with your images

e) Facebook Live for a highly engaged community

Check out some other cool ways to give a shout-out to your millennial donors. 


3) Get your numbers right

There are several other finer nuances to social media success besides major aspects, like the target audience and content strategy. For instance, the frequency of your posts plays a huge role in engaging your donors. If your posts hit their feed when they are most active, there are better chances of them engaging with your content and taking the desired action. 

Source: GIPHY

Again, while there is no rule fits all, it is good to learn what’s ideal to follow: 

a) It’s recommended to post 3-5 times per week on one of two social platforms.

b) Facebook recommends keeping your videos to around 15 seconds long. Forty-seven percent of value in a video is delivered in the first 3 seconds. 

c) Tweeting? Stick to 5 tweets per day.

d) The optimal number of hashtags per post is 11.

e) Industry gurus recommend 2 feed posts per week and 2 stories per day for your IG page. 

Pro-tip: It’s crucial to remember that while these are generic numbers that work best across the industry, your nonprofit and your cause is unique. Hence it’s best to follow whatever works for you. Analytics on your Hopeful dashboard is your best go-to for making decisions on how and when you should post. It acts as a compass and guides your social media strategy in the right direction. 

Got more questions or would love to take a free trial? Reach out to us at [email protected].


Written by – Tasneem Jariwala for Hopeful Inc.

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