Raising End-of-Year Donations on Social Media
‘Tis the season for online fundraising! The end of the year is a vital time for any nonprofit or fundraising organization. While people are out spending money on gifts and holiday experiences, nonprofits should also persuade individuals and companies to make a donation and give a final boost to donor funds before the new year.
While you can deploy any number of ways to fundraise during this time, Shannon Strategies encourages our nonprofit clients to take part in digital fundraising alongside other traditional methods.
Looking to run a successful end-of-year fundraising campaign? Here are our tips:
Update Your Social Media Pages
During the holiday giving season, social networks are key to raising money. Platforms like Facebook and Instagram even have incentives – like matching individual donations – for nonprofits who collect donations directly through the platform.
Make sure your social media is up to date by applying early to raise money through Facebook and Instagram. Oftentimes, the process to verify fundraising credentials can be a little daunting and time consuming, so it’s best to get this done as soon as possible. Once this process is complete, you can leverage features like Facebook Fundraisers or Instagram Donation Stickers to simplify the donation process for your audience.
On networks where collecting direct donations isn’t possible, be sure to prominently feature your website’s donation page in your profile bio.
Consistency is Key
Consistent posting on social media is crucial for getting end-of-year donations because it establishes a continuous and engaging presence that keeps your cause at the forefront of your audience's mind. In the middle of holiday distractions, regular updates reinforce the urgency and importance of your fundraising efforts.
As the year comes to a close, donors are often looking for causes to support, and a well-maintained, active social media presence ensures that your organization stands out and remains a compelling choice for their year-end giving.
Set a Goal & Share It!
Audience members enjoy working towards a goal. It makes them feel like their donation is going farther and helps them feel a sense of accomplishment when the goal is ultimately met. If you’re able to guarantee a matching donation to a certain number of dollars, share that goal with your audience! You can create graphics, a dedicated webpage and more to encourage donors to help you reach your goal and ultimately get that match.
If you’re unable to get a matching donation, try setting a goal based on what your donations will provide. Does $1,000 help you implement a specific program? Or $5,000 gets you to the next step of your campaign? Sharing goals that directly tie to part of your organization’s mission is another great way to motivate your audience to donate.
Tell Your Story
Most important to end-of-year giving is the story that you tell. Storytelling is paramount for securing donations year-round as it adds a human touch to your cause, making it relatable and emotionally compelling.
In the crowded social media landscape, personal stories have the power to capture attention and create a lasting impact on potential donors. Sharing stories of individuals positively affected by your organization, highlighting achievements, and showcasing the real-world impact of donations helps build a connection between the audience and your mission.
In utilizing storytelling, nonprofits can effectively convey the urgency and significance of their year-end fundraising efforts, motivating followers to take action. Storytelling on social media enables nonprofits to stand out, fostering a sense of community and compelling individuals to become active contributors to a cause they genuinely care about.
Running an end-of-year donation campaign online can seem overwhelming. Here at Shannon Strategies we can help! We provide messaging and storytelling support as well as graphic design, digital marketing and more. Contact us if you want to boost your nonprofit’s fundraising efforts!