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How NGOs can use social media for raising funds
Why should NGOs look at Social Media to raise funds?




          Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
The Top 5 Social Media platforms used by NGOs



•    With the surge in Facebook,
     Twitter and other social
     networks, you can now
     reach a much wider
     audience to raise money for
     your cause.

•    Fundraising using Social
     Media is increasingly
     becoming an important part
     of digital fundraising
     activities along with
     websites, e-mail campaigns,
     etc.




                Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
How to build your Social Media strategy ?


•    Raising funds is the most difficult
     task for an NGO.

•    To achieve it using Social Media,
     you need a properly planned,
     focused strategy.

•    The strategy should aim to first
     engage the audience, then create
     a credible image and trust for the
     NGO, and finally, motivate the
     supporters to get actively involved
     and contribute funds.




                 Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
Engage


•    Sharing is one of the best ways to increase your
     interactions with your supporters.

•    If you wish to get more volunteers, first establish
     your support to the cause.

•    Supporting a cause will allow you to connect with
     others who also support it and would thus be
     more willing to contribute and help out.


•    You can then use social media to engage your supporters with interesting, persuasive
     content that they can share with their respective network of friends.

•    This will increase your visibility and let you connect with a much wider base of potential
     donors.



                 Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
Build Trust


•    The next step after getting the audience
     involved is to identify the level of their
     trust and support.

•    You can find that out by exploring answers
     to these questions:
       How many people care about the
          organization?
      What do fans care about the most?
      What is the organization doing that
         most people identify and connect with?
      How clearly have you understood the
         profile of those target supporters who
         care about the organization and are
         most likely to contribute to the cause?

•    This will help you draw a list of initiatives that will build trust among your supporters and
     motivate them to contribute to your initiatives.


                  Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
Steps to Motivate Action


•    It is not enough to just have a call-to-
     action on your website and wait for
     the money to pour in.

•    Neither is it enough to share videos,
     pictures, persuasive posts with your
     target audience of supporters.

•    You need to make it very easy and
     convenient for interested donors to
     make a contribution before they
     change their mind.

•    Here are a few tips to make it easier for your supporters to contribute and thus
     maximize the benefits of your efforts to raise funds using Social Media.



                 Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
Connect the missing dots


•    Bridge the gap between your physical,
     website and Social Media presence.

•    Promote your online presence in your
     newsletters and include your website
     address on all of your collaterals.

•    Share the link of your donor form at the
     end of requests for contributions on
     your Social Media platforms.

•    Use widgets to enable sharing on your
     website.

•    Make it easy for your supporters to
     connect with you and with each other
     too.
     Screenshots courtesy Catalysts for Social Action

                      Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
Help them, help you.


•    Make sure you provide your donors
     with various options.

•    Let them decide how and when they
     want to help you.

•    Make sure that your online donor form
     is not too complicated.

•    It is a good idea to reduce fields that
     require manual typing and include
     more multiple option choice fields.




     Screenshots courtesy GiveIndia

                   Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
Ask your supporters for help!


•    Be specific about the help you need rather than
     asking for it indirectly.

•    While it is important to share stories about your
     organization and its causes, it is also important to
     motivate your supporters to create new success
     stories by funding your initiatives.

•    Share your vision with your supporters and tell
     them specifically what they should do to help
     you achieve it.




      Screenshots courtesy Olympic Gold Quest

                   Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
Tell your supporters how they made a difference



•    Each one of your supporters desires to make
     a difference.

•    When they choose to contribute funds to
     support your cause, thank them.

•    Acknowledge their contribution. Tell them
     how it helped you and what it changed for
     the better.

•    Sharing such appreciation will only motivate
     your supporters to contribute more to your
     initiatives.



      Screenshots courtesy GiveIndia

                    Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
Example of effective website communication for fundraising


•    GiveIndia, an online portal in India which
     allows an individual to donate to registered
     NGOs, receives a lot of support as it helps
     NGOs to work towards sensitive issues that
     affect the society at large.

•    Another reason it enlists support is the simple
     communication through images and icons that
     clearly explain the working of the organization
     and the benefits of contributing to it.




     Screenshots courtesy GiveIndia
                    Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
Example of effective website and Social Media communication for
    fundraising


•    Barack Obama effectively used his website and Social Media presence to
     garner 87 percent of his campaign funds before he got elected as President of
     the USA.

•    90 percent of the contributions were less than $100, but the large number of
     contributors he connected with using Social Media, could not be matched by
     his rival candidates.

•    Obama continues to use Social Media to raise funds as he campaigns for a
     second term as the President of the USA.




     Screenshots courtesy http://www.barackobama.com/

                   Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
Where Social Media scores over Traditional Media


 TRADITIONAL MEDIA                                       SOCIAL MEDIA
 Lets you connect with a specific set of your            Lets you connect to a group of your target
 target audience.                                        audience as well as their respective network
                                                         of friends and acquaintances.

 It’s a one-way communication channel.                   It’s a two-way communication channel that
                                                         allows for immediate feedback and
                                                         response.
 Content cannot be shared easily.                        Content can be easily shared with friends
                                                         and other group members who are part of
                                                         the same network.

 Is very costly.                                         Is relatively cost-effective because a lot of
                                                         the platforms can be used free of cost.

 Impact of the communication cannot be                   Impact of the communication can be easily
 measured easily.                                        measured using a number of free or paid
                                                         analytical tools.



                   Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
Make the most of Social Media

•    As an NGO, garnering funds for your initiatives is one of
     the most difficult tasks you face.
•    Though the members your target audience might
     support your initiative with all their heart, they may not
     be very forthcoming when it comes to actually making a
     contribution in terms of funds.
•    Your Social Media strategy should be directed towards
     overcoming this apprehension.
•    Bridge the gap to make it easy and worthwhile for your
     target audience to cross over from being just a
     supporter to becoming an active contributor.
•    The guidelines suggested above will definitely prove
     helpful and allow you to make better use of Social
     media.
•    For any more assistance, we are always at hand.
•    You can contact us and be rest assured that you will
     definitely get your Digital Marketing and Social Media
     strategy right.


                 Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
Contact Details


Founder & Director
Siddharth Hegde
Email: siddharth.hegde@ethinos.com
Twitter: @siddhegde
Mobile: +91 9820217252.
www.ethinos.com




            Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing

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How NGOs can use social media for raising funds

  • 2. Why should NGOs look at Social Media to raise funds? Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
  • 3. The Top 5 Social Media platforms used by NGOs • With the surge in Facebook, Twitter and other social networks, you can now reach a much wider audience to raise money for your cause. • Fundraising using Social Media is increasingly becoming an important part of digital fundraising activities along with websites, e-mail campaigns, etc. Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
  • 4. How to build your Social Media strategy ? • Raising funds is the most difficult task for an NGO. • To achieve it using Social Media, you need a properly planned, focused strategy. • The strategy should aim to first engage the audience, then create a credible image and trust for the NGO, and finally, motivate the supporters to get actively involved and contribute funds. Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
  • 5. Engage • Sharing is one of the best ways to increase your interactions with your supporters. • If you wish to get more volunteers, first establish your support to the cause. • Supporting a cause will allow you to connect with others who also support it and would thus be more willing to contribute and help out. • You can then use social media to engage your supporters with interesting, persuasive content that they can share with their respective network of friends. • This will increase your visibility and let you connect with a much wider base of potential donors. Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
  • 6. Build Trust • The next step after getting the audience involved is to identify the level of their trust and support. • You can find that out by exploring answers to these questions:  How many people care about the organization? What do fans care about the most? What is the organization doing that most people identify and connect with? How clearly have you understood the profile of those target supporters who care about the organization and are most likely to contribute to the cause? • This will help you draw a list of initiatives that will build trust among your supporters and motivate them to contribute to your initiatives. Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
  • 7. Steps to Motivate Action • It is not enough to just have a call-to- action on your website and wait for the money to pour in. • Neither is it enough to share videos, pictures, persuasive posts with your target audience of supporters. • You need to make it very easy and convenient for interested donors to make a contribution before they change their mind. • Here are a few tips to make it easier for your supporters to contribute and thus maximize the benefits of your efforts to raise funds using Social Media. Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
  • 8. Connect the missing dots • Bridge the gap between your physical, website and Social Media presence. • Promote your online presence in your newsletters and include your website address on all of your collaterals. • Share the link of your donor form at the end of requests for contributions on your Social Media platforms. • Use widgets to enable sharing on your website. • Make it easy for your supporters to connect with you and with each other too. Screenshots courtesy Catalysts for Social Action Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
  • 9. Help them, help you. • Make sure you provide your donors with various options. • Let them decide how and when they want to help you. • Make sure that your online donor form is not too complicated. • It is a good idea to reduce fields that require manual typing and include more multiple option choice fields. Screenshots courtesy GiveIndia Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
  • 10. Ask your supporters for help! • Be specific about the help you need rather than asking for it indirectly. • While it is important to share stories about your organization and its causes, it is also important to motivate your supporters to create new success stories by funding your initiatives. • Share your vision with your supporters and tell them specifically what they should do to help you achieve it. Screenshots courtesy Olympic Gold Quest Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
  • 11. Tell your supporters how they made a difference • Each one of your supporters desires to make a difference. • When they choose to contribute funds to support your cause, thank them. • Acknowledge their contribution. Tell them how it helped you and what it changed for the better. • Sharing such appreciation will only motivate your supporters to contribute more to your initiatives. Screenshots courtesy GiveIndia Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
  • 12. Example of effective website communication for fundraising • GiveIndia, an online portal in India which allows an individual to donate to registered NGOs, receives a lot of support as it helps NGOs to work towards sensitive issues that affect the society at large. • Another reason it enlists support is the simple communication through images and icons that clearly explain the working of the organization and the benefits of contributing to it. Screenshots courtesy GiveIndia Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
  • 13. Example of effective website and Social Media communication for fundraising • Barack Obama effectively used his website and Social Media presence to garner 87 percent of his campaign funds before he got elected as President of the USA. • 90 percent of the contributions were less than $100, but the large number of contributors he connected with using Social Media, could not be matched by his rival candidates. • Obama continues to use Social Media to raise funds as he campaigns for a second term as the President of the USA. Screenshots courtesy http://www.barackobama.com/ Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
  • 14. Where Social Media scores over Traditional Media TRADITIONAL MEDIA SOCIAL MEDIA Lets you connect with a specific set of your Lets you connect to a group of your target target audience. audience as well as their respective network of friends and acquaintances. It’s a one-way communication channel. It’s a two-way communication channel that allows for immediate feedback and response. Content cannot be shared easily. Content can be easily shared with friends and other group members who are part of the same network. Is very costly. Is relatively cost-effective because a lot of the platforms can be used free of cost. Impact of the communication cannot be Impact of the communication can be easily measured easily. measured using a number of free or paid analytical tools. Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
  • 15. Make the most of Social Media • As an NGO, garnering funds for your initiatives is one of the most difficult tasks you face. • Though the members your target audience might support your initiative with all their heart, they may not be very forthcoming when it comes to actually making a contribution in terms of funds. • Your Social Media strategy should be directed towards overcoming this apprehension. • Bridge the gap to make it easy and worthwhile for your target audience to cross over from being just a supporter to becoming an active contributor. • The guidelines suggested above will definitely prove helpful and allow you to make better use of Social media. • For any more assistance, we are always at hand. • You can contact us and be rest assured that you will definitely get your Digital Marketing and Social Media strategy right. Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing
  • 16. Contact Details Founder & Director Siddharth Hegde Email: siddharth.hegde@ethinos.com Twitter: @siddhegde Mobile: +91 9820217252. www.ethinos.com Digital Strategy | Social Media | Branding & Design | Search | Mobile Marketing