‘Social media is a fad’
‘Social media doesn’t help our work’
‘How is adding a status on facebook fundraising?’
These are just a few of the statements I have had sent my way since joining my organisation and introducing them to the world of social media. Many of my co-workers were of the opinion that because they had never used it, they didn’t need social media to help their work. Even the person in charge of organising events! (Internal scream!)
So, in my lonely fundraising corner I got to work at improving our twitter feed and correctly setting up our facebook account! (To share a short horror story, when I arrived, the facebook account was set up as a personal profile!)
In the 18 months that I’ve been doing this we’ve now got 6000 twitter followers and 4000 facebook likes. Not bad for a very small charity! But, what does this mean for income? What does this mean for our services? What is the real impact of this work? Let’s face it, social media can be very time-consuming and doesn’t produce clear results straight away so we have to look at the numbers!
The impact on our website hits has probably been the most significant change we have seen since starting our social media journey. In August 2016, Facebook and Twitter combined contributed to 50% of all referrals to our website! 50%!!!!. Those are numbers that cannot be denied. Numbers that prove social media brings people to our website! TAKE THAT HATERS!
Having more hits on the website means more people read our publications, means more people sign up to our email list and ultimately means more people hear about our work. Fantastic! No, it’s not as much as if we had paid for a fancy advert on the TV or on the side of 1000 busses, but it was free of charge and has engaged a great amount of people.
Our email subscribe list is also an area of benefit for us. Since starting our work on social media (and directly increasing the number of website hits we get) we now have 14% more people subscribed to our email list. People who have ASKED to join our list and hear more from us! Email lists are where fundraising comes in, as unfortunately, as many of you fundraisers will know, facebook likes do not transfer into pounds! But, if you engage people enough on social media to create the below journey, you CAN impact your income;
The ideal social media to donor journey in 9 steps!
- Someone likes your facebook page
- That same person goes on to visit your website after seeing a link for one of your articles
- They make the decision to sign up to your email list
- YOU email them a personal, individual welcome email asking them if there is any particular area of your work they are interested in (this starts the personal relationship!)
- They receive targeted emails reporting on projects they have expressed interest in along with general updates of your work
- You continue to personalise communications when possible
- You send your annual email update fundraising message (it is important not to bombard this group with fundraising, they’ve chosen to hear about your projects at this point so one or two fundraising emails a year is enough)
- They decide to donate/ become a member / do a challenge / all of these!
- YOU HAVE AN ENGAGED DONOR!
If you want to hear more about transferring social media likes into donations, definitely read this article by Joe Garecht; How to Turn Social Media Supporters into Donors to Your Non-Profit
No, social media doesn’t immediately bring in all the money. But, social media provides a free platform for engagement, directs people to your website and ultimately starts people on a journey to becoming an engaged and loyal donor. ALSO, so many people are on social media now that it is no longer a platform for the young! Take advantage, get involved and give social media a go!
What success have you had with social media? Do you face similar challenges in your organisation? Has anyone ever told you that ‘social media isn’t important for our work’? Then get in touch and let me know your story!