How Social Media Drives Fundraising for Nonprofits
Standard consumers: These are the people who make up about 49 percent of social-media users. They consume information from one known network, use social media to stay connected with friends/family and current events, and they read and watch updates rather than create new content or make comments. They are influenced by their friends, family and peers and will likely take action if asked.
How social-media constituents help deliver your mission
Each of the four social-media categories has unique characteristics, and members relate to each other and to your campaigns in different ways.
Key influencers champion your cause. With their commanding reach across social-media networks, your key influencers can help drive the success of your campaigns. They are typically not your largest financial contributors, but they have the energy and power to champion your cause to many others. Here is where a social-media strategy is critical, because traditionally, you may have overlooked these constituents, missing the opportunity to have them do what they do best — promote your cause. Think of your key influencers as citizen journalists, those who write for a mass market, and engage their friends and followers who in turn will become your donors.
Engagers drive your messages. Social-media engagers are dialed in to what is happening in the social-media space and create and deliver new content. They help your compelling stories go viral. They increase awareness of your organization and expand your constituency. They are valuable not only as individual donors, but also in the ability to recruit their friends to donate.
Multichannel and standard consumers. Multichannel and standard consumers also have key roles to play in your social-media strategy. These individuals consume information and calls to action from your influencers and engagers. What these two groups lack in influence, they make up for in quantity and potential in terms of financial and other forms of support.