Of all the new media platforms that have evolved over recent years, social marketing is the one that has turned traditional marketing on its head to the greatest extent. With older outbound marketing strategies (e.g. direct mail), communications are sent one way to existing and potential supporters. However, with social media you can interact directly and instantly with your supporters and the communication process becomes a two way dialogue - which improves mutual understanding and relationship building. So here are five top tips to help you effectively promote your Tribute Funds on social networks:
1. Create a Calendar
Scrambling to create posts at the last minute can lead to low-quality content. A lack of organisation can lead to repeated posts or missing out on promoting at key times such as Mother and Father's Day, Easter etc. Working with fundraising and event colleagues will also ensure you can target a Tribute Fund message to previous event participants who have raised money in memory of loved ones.
To make a content calendar, use a regular calendar for each social media channel and plan out your posts in advance, complete with hashtags, links, images and other content.
2. Encourage Engagement
Social media should, of course, be social. That doesn’t only apply to those who use the sites for fun. Charities need to be interactive, too. Encourage interaction by posting content that people want to read, ask questions and like, repost and comment on other users’ posts. Supporters testimonials as to why they set up their Tribute Fund will also give credibility to why a Tribute Fund can offer comfort and be a positive experience at a sad time.
Visual content works well on social media. Video content, especially, is ideal for grabbing people’s attention as well as conveying your personality and passion to your customers. Visual content stands out as people scroll through their social feeds, so they’re more likely to view it and engage with it. It also allows you to say more than you could in a typical post without taking up much room. Why not ask a fund holder to feature in a video? Most supporters love to tell their story of why they are connected to your charity.
3. Provide Value
Perhaps the most important thing you can do on social media is provide value to your supporters. Tell them something about your Tribute Fund scheme which will make your in-memoriam supporters want to set up their own Fund; something which they will find useful and meaningful to them. For existing Fund holders, remind them of the difference their donations in memory of their loved one has made to your charity.
Providing supporters with a rationale as to why they should set up a Fund and continue to raise money for your charity, will encourage them to follow you on social sites and helps content to spread. Master this, and you’ll be a big step closer to a successful social media campaign!
4. Build a Community
Instead of trying to get as many followers as possible, focus on finding and keeping connected to your Tribute Fund Holders who are already interested, loyal and engaged with your Charity. These people are more likely to repost your content, like your posts and remain loyal supporters and repeat donors.
Building a community around your Tribute Fund holders, will help the people within that community engage with each other as well as helping to promote your content.
5. Be Interactive
Monitor and respond to messages supporters leave on your Tribute Fund related posts. This reiterates to your supporters that you do value them as well as being seen as a responsive and caring Charity.
