One of the best ways to spread the word about your online fundraising campaign or virtual gala is by using social media. Below is a step-by-step guide to help you plan your social media strategy from start to finish!
As you begin planning your fundraising campaign, identify key dates that you’ll want to share on social media, such as your save the date, announcement, deadline, and countdown dates – 1 month, 1 week, 3 days away, etc.
Once you have those dates marked down, begin planning what each day’s posts will look like and set internal deadlines for deliverables.
Look at Facebook, Instagram, Twitter, and LinkedIn, and find out where you have the largest following and highest engagement rate. You will still use all platforms to promote, however it is beneficial to know where you should primarily focus. While reviewing each platform, also check to make sure everything is up to date – about sections, FAQs, logos, branding, etc.
Your ultimate goal here is to create content people will engage with. Make a list of all the assets you will need, including graphics for posts, Facebook event covers, Instagram stories, and more. Click here to download our social graphics spec sheet.
Encourage people to “RSVP” and invite their friends to your Facebook event. Be specific about the campaign or virtual gala details and put your ticket link where people can easily see it.
Make a list of contacts who will help spread the word about your fundraising campaign – employees, supporters, celebrities, etc. Once it’s time to announce, reach out to your list with a few graphic options, suggested copy, and a clear call to action. Ask people to tag you and use your fundraising campaign’s designated hashtag, so you can engage with their posts.
Take advantage of these tools to create, schedule, and manage content!
Contests are a great way to motivate people to share! ‘Share and win’ type thing. Just make sure to consult with your legal team first to cover any legal requirements if needed.
To get in front of a new audience, you can also ‘pay-to-play’ if you have some marketing budget available, which means supplementing organic posts with paid ads. When building an engaging digital ad, remember to:
As supporters share about your content via the contest or hashtag, engage with their posts. This is beneficial for two reasons:
Whether you’re organizing a large virtual gala or online fundraising campaign, go live on the day of the event with a behind-the-scenes look or snippet from the opening introduction.
To build upon the support you created over the last month or two, share about the overall impact and how supporters can continue their involvement. Whether they helped by donating or sharing on social media, show your appreciation for their efforts.
Measure engagement rate, clicks, sales, and ROI to compare year over year. The more you measure, the more you’ll be able to see what does and doesn’t work, improving your overall social media strategy.
Get in touch for support on your own online fundraising campaign!
Based in Knoxville, TN, USA, Tess has over six years of experience in the social media space, having worked with established brands and promising start-ups, including large music festivals (Bonnaroo Music & Arts Festival, Moon River Music Festival, and more) respected universities (The University of Tennessee), and more!
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