The Backstory
Donors are engaging with causes they care about on social media more than ever before – and they’re involved with your mission all year long.
Our Take On It
A multi-channel approach to your Year-End campaign should incorporate a consistent messaging theme, holistic look and feel, calls-to-action, and coordinated calls-to-action. Optimally, you want to deliver a consistent supporter experience across your website, emails, direct mail, blog, and social media.
Our Recommendation
With that in mind, approach your End-of-Year social media plan with these 10 tactical tips:
- Around Thanksgiving, share the things for which your organization is thankful. Example: “We’re thankful for our hundreds of volunteers! More children in our community are learning to read thanks to your commitment and passion.”
- Update your Facebook and Google+ cover images to match or complement your homepage imagery.
- Post an image of your mission in action to Facebook with a link to your year-end donation page.
- Record a short video solicitation from your executive director or board president. Upload to YouTube, and share on Facebook, LinkedIn, Twitter and Pinterest.
- Record a short video of a recipient of your services expressing how he or she was helped. Upload to YouTube, and share on Facebook, LinkedIn, Twitter and Pinterest.
- Create a slide presentation of images of your mission in action. Upload it to SlideShare and feature it on your website and LinkedIn company page.
- Add your homepage image to your Pinterest board.
- In the last week of the year, call attention to the approaching a tax-deduction deadline. Example: “Only four more days to make a donation that is tax deductible for this year!” (Don’t forget the URL to your donation form!)
- Share tangible descriptions of what a donation amount means for your mission. Example: A $50 donation will provide 150 meals for our neighbors who are struggling.
- Provide employees with suggested social-media text to share with their personal networks.
- Don’t forget, the clock is already ticking! Tackle your to-do list now, and allow yourself time to enjoy the holiday season without the added stress of last minute planning.
– Amanda Luther, Consultant