How to Create a Social Media Campaign to Market Your Fundraiser

Crowdfunding is driven by using social media to connect with your network online and spread the word about your cause. With so many networks available, it can be overwhelming to figure out where to start and what is the best approach for each one. Below is a list of our recommendations to get you started with a successful social media campaign.

Deposit a Gift Social Network

 

Facebook

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This is the largest social network with the most tools to market your fundraiser.

Personal Status Updates

One of the best ways to keep people updated about what you are doing. You can announce the launch of your fundraiser here, post news about progress and even tag people for shout-outs. Effective status updates are relatively short and to the point – they show up in your friends’ newsfeeds.

Create An Event

Creating a FB event is a good tool to get your campaign on your friends’ radar. When creating an event, include the link to your fundraising site. After creating the FB event, invite all of your friends. When they accept the invitation, their Facebook calendar will hold your event. It will also notify them when your event date gets closer. This is also a great tool to send updates.

Create a Page

Facebook allows you to create pages, which is essentially very similar to a personal Facebook account, however users are able to “Like” any page they want instead of sending a friend request.

You can create a page here:

https://www.facebook.com/pages/create/

If you are promoting a fundraiser, scroll over to “Cause or Community” and click it to begin.

Your description is important: Include the link to your fundraising site, and any persuasive details about the cause to get people involved. Pages are great because as you get more followers it is a wonderful tool to give updates and create a conversation between you and your supporters.

 

Twitter

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Twitter can be a powerful way to reach out to supporters if you have an active community of followers to engage with.

Effective Tweets

With Twitter you are limited to 140 characters. Although there isn’t a limit to how often you can Tweet, it is important to be concise with each particular tweet. Some tips:

  • Try not to use up all 140 characters so it’s easier for people to retweet and add something to the message
  • Shorten your link by using a site like bit.ly to save space in your tweets
  • It’s ok to ask people to retweet (known as RT) and help spread the word
  • Remember to include the link to your fundraising site

Tips: Give shout-outs to those who have been helpful – this is an especially great tool because you can tag the person you want to thank.  Include Hashtags to draw attention to your cause by keywords, which is often how people monitor twitter.

Creating Relationships On Twitter Engenders Support
Twitter often operates on the concept: “Scratch my back and I’ll scratch yours.”

So, do your best to connect with your followers: Respond to tweets and retweet other people. Support other causes by retweeting them. This will make users want to retweet your cause to their followers.

Timing

You only want to tweet about your fundraising a few times a day; it shouldn’t be the only thing in your feed or it may look gratuitous. You want to keep your followers informed but do not want to annoy them with constant tweets. 5 tweets a day is sufficient, but remember to Retweet and reply to other tweets. Keep your page active and engaging.

 

Pinterest

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Pinterest is a social network, driven by visuals that people share by pinning to their boards. You can also use it as a way to share your fundraiser with the world. You can create a board dedicated to your cause where you upload pictures that have to do with your campaign.

Description Strategy

Be sure to always include the link to your fundraising site in the description. You also have the option to include key words so that your post will come up in relevant searches by other Pinterest users.

 

Tumblr

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Tumblr is a social blogging system. A core concept on Tumblr is re-blogging, which is sharing your post with others. You can use it as a way to blog about what you are raising money for in the hopes that other people will re-blog it to help spread the word. Because it is a blogging platform, you have the ability to write enough of the backstory to get people engaged in the situation so that they want to get involved and help. Include pictures to your blog posts to give readers visuals to connect with.

Hashtag Strategy

Tag your posts by including hashtags that are relevant to your cause so that people who don’t know you can still find it. To increase your followers, following other blogs will most likely result in a follow-back. The larger your follower base, the more people you can connect with and the higher chance of your story going viral.

 

LinkedIn

LinkedIn Logo

LinkedIn is a professional social networking site. They also have a status update and internal messaging system for you to get your fundraising in front of your contacts. The protocol is very similar to Facebook status updates in that you want to have a clear and concise message with desired action (ie. Giving or sharing).

Groups

LinkedIn also has a groups function that people join with similar interests. You can search groups relative to your fundraiser. Once you find a group, connect with some of those members as well. Participate in-group discussions and remember not to self-promote your fundraiser too much. Keep in mind that most of the audience on LinkedIn is very professional so your tone should be appropriate.

Jack B. Kodesh Memorial Fund

Engaging With Your Audience

How can you engage with your audience without pestering them? Here are a few things to think about to help keep your audience engaged.

  • Inform your audience.
    • Who is it benefiting?
    • What is your cause?
    • When did you begin promoting your cause?
    • Where are you located?
    • Why should others care?
  • Asking people to share
  • Keep it short and concise, avoid any “Fluff”
  • Giving an update on your progress to fan the flame and build momentum
  • Show where the donors contributions are going toward

Social Media Voice & Etiquette

It is important to be aware of your tone/voice when posting on social networks because all content is public. Being positive and gracious goes a long way. Keep it brief. Remember to thank anyone who contributes or shares your fundraising site.

Good luck!