The Art of Engaging Donors on Social Media
When people engage with brands on social media, it’s usually because they are looking to build a relationship or some kind of connection. Don’t miss this opportunity. An engaged social-media audience is priceless for your organization because these connections provide the potential for increased organic growth and recurring donations.
There’s an art to engaging with your audience. You can master it with these 3 steps:
1. Respond Quickly
Eighty-three percent of Twitter users and 71 percent of Facebook users expect a brand to respond to their posts within 24 hours, and more than 50 percent of Twitter users expect a brand to respond within 2 hours.
More users will recommend a brand or organization that gives a quick, yet ineffective response versus a slow, but effective, response. If you don’t know the answer to something, don’t be afraid to say that and tell them you’ll get back to them with the right answer.
Responding to your fans’ questions and comments has a chain reaction. Once people see you responding to others, it makes them more likely to engage in a conversation with you, too.
Check out how Beagle Freedom Project goes through and answers their fans’ questions:
2. Make it Personal
Although it may take a little extra time, it’s important to interact with your fans on a personal level as much as you can. Just take a few minutes out of your day to respond to comments and tweet. This will go a long way.
One way you can accomplish this is by tagging your supporters when you thank them. This is an easy way to call them out individually and make them feel special.
That personalized touch doesn’t always have to be a comment, tweet or a reply. Sometimes, a simple “like” or “share” can mean a lot to someone interacting and supporting your cause. Always remember, your supporters are the gateway to your success, so make sure you’re giving them a pat on the back as well every once in awhile.
3. Honor Them
Personalized thank yous are important and should be used whenever possible. However, it’s not always possible. Make your donors feel special by posting a "thank you" message after a successful fundraising post or sharing news about what’s going on with your organization.
Animal Rescue Corps does a great job honoring their fans and donors. Not only do they remember to thank them after and during campaigns, but they also are incredibly transparent with their audience.
Being transparent is an important factor in building a relationship with your fans on social media. Post organizational news and even fundraising goals you’re trying to reach and why, and people will feel more compelled to be a part of your success. Animal Rescue Corps shares the news, pictures and videos from every rescue operation they complete during and after the mission. This is one of the secrets to their engaged audience.
Creating a community around your organization is a great way to differentiate yourself and build a loyal donor base. Plus, a little positive word-of-mouth can go a long way!
Dale Nirvani Pfeifer is changing the way we connect online by making social giving simple. An award-winning researcher and native Kiwi, Pfeifer applied the theory of Allophilia (like or love of others) to Maori leadership, demonstrating how the power of love and effective leadership can bring together big, diverse groups of people. She ran the Victoria University of Wellington’s Center for the Study of Leadership and collaborated with institutions like Harvard University. She later began working with organizations across the U.S. and New Zealand—from security think tanks to the Rockefeller Foundation—to help them understand their purpose; develop and implement programs and communications strategies; and design, lead and program a number of initiatives. Pfeifer’s work in the nonprofit and foundation sector led her to recognize the power of business to drive large-scale impact, and she founded Goodworld. She was recently named one of Washington Business Journal’s 40 Under 40 business leaders in Washington and one of Trending 40’s New Power Women of DC Tech.