Trying to communicate to a large population can be exceedingly hard on social media websites. Fundraising online in this manner isn't easy for nonprofits, either. A lot of the time, these entities rely on face to face conversations with potential donors allowing leaders to communicate the proper emotions and feelings behind their respective causes.
However, because of the digital age we live in, many consumers expect to find their favorite businesses, charities and other entities online, so if they search for a specific nonprofit and can't find it, they may consider donating elsewhere.
One of the places potential donors go to look for organizations is on various social media networks. A good idea is for charity leaders to research where their target donor pool has a presence, then start an account on that website. As one of the most popular platforms, many nonprofits end up creating a Twitter handle.
This can be a good way to send concise communication blasts to countless followers or quickly and easily share images or videos. Since social media fundraising is becoming so popular, many charity leaders have figured out how to promote their entity online. Thus far, when following best practices, many of these organizations have been very successful at targeting their audiences on Twitter.
Recently made legal
Nonprofits should consider creating a Twitter account sooner rather than later, because fundraising on the social network was only recently made legal. This means that many charities may not have done so yet, giving those that embrace the technology now a competitive advantage.
Fast Company reported that The Securities and Exchange Commission ruled in mid-July that companies and other organizations may now use social media websites and print publications to promote their causes and garner support.
Something that administrators may want to be on the lookout for is shifts within Twitter's terms and offerings. The news source suggested that these legal changes might prompt many companies to start marketing their wares online, which could tweak the platform's tactics for everyone.
Don't depend on others to do the work
Many charities find success and open the door to countless new followers and donors by tweeting at celebrities or other well-known figureheads who might have an interest in the cause. This can then lead the star to tweet the nonprofit or retweet its message to thousands - or more - followers.
However, as Mashable pointed out, garnering coveted exposure by well-known people isn't going to be the final key to success. Sure, this can boost interest and donations significantly, but there's a difference between Twitter buzz and fundraising on the website.
"Ultimately, you need to have something strong set up behind the scenes of your Twitter stream," Twestival creator Amanda Rose told Mashable, suggesting that tweets, crowdsourcing platforms and fresh content on nonprofit websites are more important.
Thank the little people
A lot of people work together to make fundraising on Twitter a success, not just the charity's social media manager. For the best results, the nonprofit should take to the website to thank those who donate or even mention the organization in their tweets. This can lead to more engagement opportunities and show investors that they truly matter to the group.
Mashable reported that this can be done quickly and easily - a simple tweet thanking a person for a retweet can do the trick, or featuring a picture of volunteers or donors can be very effective. The source also noted that this can go a long way to show people the effect their generosity had, which can then often influence more involvement in the future.
As foundations tap into emerging digital channels to raise funds online, they can benefit from nonprofit fundraising software that tracks incoming donations and quantitatively measures the success of their efforts.