Social media channels can help you amplify the message of your fundraising campaigns. What’s important is to understand how to make the most of each social media platform. This webinar will look at the latest trends in social media fundraising and how to improve the success of your campaigns. Topics include: • How to use every social channel in your fundraising campaign • Best practices on making your fundraising more social • The latest trends in social media marketing and how they affect nonprofits • How to build a funnel for your social fundraising content • Successful examples of using social media in fundraising

1. How nonprofits can make their
fundraising campaigns more social
WWW.LIGHTFUL.COM

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● Social media and content marketing for 7 years
● Delivering training and webinars on all things
digital for charities the last 2 years at Lightful
● Passionate about using social media for good
● #ReclaimSocial podcast host
● Follow me @terezalitsa
Hello 👋
Tereza Litsa
Social Media Manager at Lightful

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About Lightful
Lightful is a technology
company for social good.
We’ve built the first social
media management platform
for charities and nonprofits.

4. Agenda
• Why use social media in fundraising
• 4 ways to add social to your supporter
journey
• Making the most of every social platform
• 5 tips to make fundraising more social
• Practical tips for campaign success
• Social fundraising examples
• Q&A

5. Social media is where people go when
they are looking for exactly what
charities have in spades:
a) Connection
b) Purpose
c) Inspiration Social media
and fundraising
Why social media?

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79% charities overall said they have
seen social media as a successful
channel for fundraising the past year.
Charities using social media are 51%
more likely to see an increase in
donation.
#1 communications tool that
inspires giving (ahead of email
and website)
Social media as a
fundraising channel
Social media leading to
increased donations
It inspires giving
Source: Status of UK Fundraising 2019 Source: Giving Trends Report 2018Source: Status of UK Fundraising 2018
Why social media

7. 4 ways to add social to
your supporter journey

8. Identification Engagement Solicitation Acknowledgement
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Social media fundraising journey

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Raise awareness about your work
Find new donors → reach them where they
are
Build a relationship
Don’t make the ask from the very first
message
Awareness is still part of a fundraising
campaign if you’re strategic about it.
Identification

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Engagement
Use social media to engage your current
supporters
Build a long-lasting relationship
Keep them interested in your cause
Join Awareness Days
Be social
Treat social media as any offline event or
engagement activity

11. A strong, direct, and emotive message is
crucial when you’re making a fundraising ask
on social media.
Tell a story, share the impact.
Find a balance between the ‘ask’ and the
engagement.
Don’t make your supporters feel
overwhelmed by repetitive messages
Keep the momentum going during the
campaign
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Solicitation

12. Sometimes you may need to create a sense
of urgency around your ask. Using key
phrases and language that reflects that is
important.
Use an appealing, high quality image.
Never forget a call to action - whether it’s a
link or a request, keep it simple and don’t
add more than one
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Solicitation

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Acknowledgement
Thank everyone who supported the
campaign (shares, mentions, donations)
Show your appreciation
Give your donors personal / public
recognition (when appropriate)
Be creative

14. Making the most of every
social media platform

15. Facebook
Donate button

16. Facebook
Fundraisers

17. Facebook
Live video donation

18. Facebook
Familiarise yourself with all the options
Set up a strategy
Leverage what you’re already doing
Facebook is not necessarily your main
fundraising channel
Build a community to steward fundraisers

19. Instagram
Stories stickers

20. Twitter
Awareness Days
and #GivingTuesday

21. Other social media
channels
YouTube
Pinterest
LinkedIn
Snapchat
TikTok

22. 5 tips to make fundraising more social

23. Create a strategy
Set your donation goals (SMART objectives)
Create personas
Set team check-ins to keep track of the
progress
Create a plan of your activities
Decide on the metrics

24. Decide on the
channels
What are the best social media channels to
involve in fundraising campaigns?
Do you know your target audience?
Are they using these channels?
How often do you want to post about your
fundraising campaign?
How can you find a balance between the
‘ask’ and your general posts?

25. Tailor your
messaging
Your messaging depends on your target
audience and the channels that you’ll
be using
Different channels
Different audience
Different messaging
Try out different types of messages to
find the one that works better for your
campaign.

26. Focus on the
impact
Don’t just ask for money, highlight the
impact of each donation.
Share smaller examples of how each
donation can make a difference.
Update everyone of the campaign’s
progress.

27. Involve your
supporters
Turn your supporters into your
ambassadors
Create a champions toolkit
Share copy and images with your team
and your supporters
Make everyone feel involved
Encourage them to engage through
challenges and different activities

28. Practical tips to make your social
fundraising campaign succeed

29. Always have one call to action

30. Make a considered donation ask

31. Consider your supporter journey

32. Use images and video
that drive action

33. Involve your supporters

34. Examples

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38. Key takeaways

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● Social media is like any fundraising and marketing channel -
you need a strategy and you need to understand *your*
audience
● Follow the 5 key tips to making sure your fundraising ask isn’t
diluted
● Ensure you have a fundraising journey mapped out for social -
it’s not enough to have it all via email. Our journey is a good
template to start with
● Test and learn!
What have we learned?

40. WWW.LIGHTFUL.COM
Be more strategic with social
media and fundraising
Plan your fundraising stories
Collaborate with your team
Tell your story
Using Lightful
Sign up for free now:
http://bit.ly/nptechforgood-lightful

41. WWW.LIGHTFUL.COM
Storytelling templates
Sign up for free now: http://bit.ly/nptechforgood-lightful

42. LIGHTFUL 42
Questions

43. Thank you!