Understanding who you want to talk to is crucial to creating an effective social media marketing campaign. So, before you get started, think about your ideal audience. What are their interests? What are their preferred social media channels? The Pew Research Center maps out various age groups’ social media platforms. You likely plan to market your fundraiser to more than one group of people. This is where donor segments come in handy, as you can tailor marketing efforts to each group.

As tempting as it is to tap your nearest social media app and post on the fly, thinking ahead will get you much further. Create a social media calendar for your fundraiser. This will help you stay organised and ensure your social media posts are consistent and spaced. Facebook and Instagram allow you to schedule posts in-app for free. Tools like Later and Buffer can also help you schedule posts on all platforms.

There’s a lot of social media content out there. Snazzy images and videos will increase the chance of your post registering to the eye. If you need a little help in the art department, connect with a graphic designer or try your hand at DIY. Canva offers a wide array of customisable social media templates.

Hashtags help your organisation reach a broader audience on social media. Choose relevant hashtags related to your online fundraiser and encourage your followers to use them in their posts.

When choosing hashtags, it’s crucial to be strategic. Remember, the more posts under one hashtag, the higher the risk of your entry getting lost. This is why it’s beneficial to use a mix of higher- and lower-use hashtags. But don’t forget the power of community. By going local and using community-specific hashtags, you can foster a sense of connection and engagement with your target audience, further boosting your visibility and reach.

Appeal to your audience by helping them relate to your cause. Share stories (literally—in this case we don’t mean Instagram stories, although that’s a great medium!) of the people your nonprofit is helping and why your fundraiser is important. This will help your followers understand the impact of their support and connect with your cause.

People will see your social media post on their smartphones. So, enabling them to donate the moment inspiration strikes is essential. Include a link to your donation page in your profile and include a link to donate within your posts.

Unlike Facebook, you can’t create clickable links within an Instagram post. However, you can use tools such as Later’s Linkin.bio to make any images within your Instagram (and TikTok!) feed clickable.  In addition, you can add clickable links within Instagram stories and use Linkin.Bio to associate a link with your reel.

A word about TikTok: if you want to add a link of any kind in your bio, you will need a TikTok business account. Don’t forget that for this step you’ll need a fundraising page.

It can be tempting to post and then shift your focus to other things like helping those your nonprofit benefits. However, engaging with your audience on social media is key. Check back in regularly to respond to comments, ask questions, and encourage your followers to share their thoughts and experiences. This will help build a strong community around your fundraiser. If you don’t have tons of time, consider asking a savvy volunteer for help!

Paid advertising can help you reach a wider audience and target specific demographics. It can also be very affordable! Consider using Facebook ads or boosting posts on Instagram to reach your target audience and drive more donations.

Embracing the growing trend of influencer marketing can be a game-changer for your fundraisers. By teaming up with influencers who share your passion and boast a substantial following, you can significantly amplify your message, reaching a wider audience and enhancing the credibility of your campaign.

To connect with influencers:

• Start by researching those who align with your mission.
• Reach out via direct messages or email with a personalised note explaining your cause and how they can help.
• Be clear about what you’re asking for—whether it’s a shoutout, a collaborative post, or participation in a virtual event.
• Offer incentives such as exclusive content, early access to events, or public recognition of their support.