October 26, 2021

Our guide to social media for fundraising campaigns

Social media is an indispensable tool for fundraisers. Whether it’s Twitter, Instagram, Facebook, TikTok, Snapchat, or Weibo, social media makes it easier to promote your cause and encourage donations from a large audience. And it works remarkably well – according to data from NP Source, 55% of people that interact with charities end up taking some sort of action, and 59% of these individuals then go on to donate.

With such a high conversion rate, charities simply cannot afford to overlook social media. Alongside contactless donation technology, it forms the backbone of any future-proof fundraising strategy. If you’re looking for inspiration, here is some information on what platform could be the best fit for your social media fundraising efforts, as well as some glowing examples that have caught our attention.

What social media channel should I use for my campaign? 

When it comes to fundraising, the medium is just as important as the message. Not only does each platform have a range of unique features and benefits, but it’s important to choose a platform that is popular amongst your particular demographic. For instance, while Facebook has continued to thrive as the top social media juggernaut, there has been a noticeable spike in the number of older Facebook users over the last few years. In comparison, TikTok is the undisputed platform of choice for users aged 18-24, with over 100m monthly users. While you’ll want to take your time to weigh up the pros and cons of each platform, here’s a glimpse of what they can offer for your fundraising efforts.

Facebook

As well as strengthening relationships with your existing followers, Facebook offers free tools for audience growth and increasing donations. These include a Donate button for your charity’s Facebook page, custom stickers for Facebook Stories and the option to run real-time fundraising drives on Facebook Live.

That said, the main benefit of Facebook for charities is the ability to leverage your network of followers for effective peer-to-peer fundraising. A great example of this is Facebook birthday fundraisers, which allow people to ask friends or loved ones for donations to their chosen cause instead of a birthday present. As of September 2019, over $1bn has been raised by birthday fundraisers (and in 2021, this number is likely to be much higher!).

Twitter

Twitter has over 15.25m UK users who flock to the platform to engage in real-time conversations with not only their friends and peers but also some of the world’s most influential people. Twitter is often the place where news stories break and through the use of hashtags, trends can spread like wildfire. By keeping a close eye on trending Tweets, charities can see what particular causes and stories are sparking conversation and find new opportunities to promote their chosen cause.

Hashtags are without a doubt the defining feature of Twitter. For example, #CharityTuesday, which is used to spread awareness and encourage donations, has over 11.3k Tweets. Charities and nonprofits can also create unique hashtags to generate buzz around their campaigns. A fantastic example of this is Captain Tom’s landmark campaign to raise funds for the NHS, which used hashtags such as #IStandWithTom and #Tomorrowwillbeagoodday. As well as spreading awareness of Captain Tom’s efforts, these hashtags tapped into a nationwide sentiment of solidarity and hope.

Instagram

As you probably know, Instagram is much more of a visual platform than Facebook or Twitter. Many charities have used this to their advantage, sharing content that inspires, informs and entertains. But as well as striking a chord with their audience with impactful photos and videos, charities can also use Instagram to the benefit of their ongoing fundraising.

A great example of this is running short fundraising drives on Instagram Stories. These only last for 24 hours, so there is a sense of urgency that prompts users to donate sooner rather than later. Instagram Stories offer an innovative ‘swipe-up’ feature that takes users directly to a web page where they can send donations or get more information about your charity. Furthermore, charities can live-stream their fundraising on Instagram Live, which also allows them to recognise individual fundraisers for their generosity.