There’s no shortage of online fundraisers, and with good reason. Time and time again, strategically planned and well-executed online fundraisers have proven themselves to be an effective way of reaching large audiences and meeting fundraising goals. Unfortunately, effectively promoting these fundraisers can be a challenge.
Despite how easy it is to find tonnes of online fundraising platforms and marketing tools on the internet, the frustration of setting up accounts, poor user-friendliness, and having to enter your credit card details to register for the free trial can make this an exhausting and often fruitless endeavour. Additionally, the extravagant costs of influencer promotion and running your own charity website put these options out of mosts’ reach.
But fear not!
Skyline Skydiving is here to guide you through the best ways to promote a strategic online fundraiser that doesn’t rely on overly complicated and expensive online tools, much of a budget, or specialised technical skills.
We’ll assume that you’ve already created an online fundraiser on a platform such as GoFundMe, Indiegogo, or Donorbox. We will provide advice on the best social media channels to explore and how to optimise your campaign.
Understanding social media channels
Social media remains an effective way of reaching enormous audiences if you understand how to approach each individual platform. Regular Facebook users are rarely in the same demographic as TikTokers, meaning that the same content simply copied and pasted won’t have nearly the same impact you’re hoping for. Understanding their relative strengths can translate into uniquely-crafted posts that are engaged with and shared.
While Facebook is often stigmatised as being old people’s social media, the reality is that it’s still the biggest platform by user numbers, more than half of its users worldwide are between the ages of 18 and 34, and it has established groups and communities centred around specific interests and causes.
Creating a ‘sharable’ campaign with easy-to-access donation links can get your online fundraiser off on the right foot.
TikTok
TikTok is the ideal platform to reach younger audiences, particularly Gen Z. Promoting on this platform will require you to make regular short videos; however, if they tell the right story and emotionally engage with the audience, they could end up going viral and reach enormous audiences overnight.
Incorporating current buzzwords and the right mix of #hashtags can help you get noticed and your message shared.
Instagram has broad appeal as a visually-driven platform, making it ideal for sharing compelling images and short videos that emotionally bind the audience to your cause. Instagram rewards consistency, and with regular well-crafted posts, you’ll see your campaign achieve steady growth and exposure.
How to create shareable content and posts
Unless you already have a massive built-in audience of followers on social media, getting your fundraiser in front of the right sets of eyes hinges on your ability to create posts that encourage people not only to donate but to share your message with others. Although there are entire industries built around getting these posts just right, even amateurs and first-timers can build shareable posts using nothing but their phones.
Craft a story to post around
People don’t donate because of numbers; they donate to causes that resonate with them on a deeper level. Instead of focusing on how many pounds are needed and how many people will benefit, telling the story of ‘Emily, the girl who had her eyesight restored’, or ‘What this park means to our community’ is significantly more likely to solicit a positive response.
Stories that unfold on social media are more shared and supported than single appeals for donations.
Use visuals
You could spend hours pouring over the perfectly worded letter that details your exact plans for donations, only to have person after person ignore the wall of text in front of them in search of the next image. Strong visuals, images, and graphics accompanied by minimal and relevant text make it easier to identify your cause and more shareable.
Partner with businesses or organisations
If you can find a business or organisation with an audience that aligns with your cause, reaching out to them in the name of charity could help you receive direct donations as well as additional promotion channels. Many businesses are open to collaborating on fundraising events. Don’t be afraid to reach out!