It has become imperative that, in these pandemic times, small charities adapt to a change in circumstances. With lockdowns and social distancing restrictions, a new virtual fundraising world has been created. Although there are many different ways you can adapt, we wanted to let you know some tried and tested ways to increase your charities online presence in 2021.
Digital fundraising is ‘simply fundraising using digital technology’. [1]
It has become even more important to use online resources due to lockdown measures and coronavirus rules. This type of fundraising can include: digital campaigns, an online charity shop and virtual events. Cashless donations have also increased in popularity especially in the current climate when credit/debit cards are used instead of cash.
Furthermore, social media is another crucial tool for any small charity in 2021. Also, you can build up social connections by finding out where your supporters spend their time online and creating a community. You don’t have to make an account on every platform, but find the right one for your supporters.
Why is social media an effective tool for small charities?
‘As of 2021, the number of people using social media is over 3.96 billion worldwide’. [2]
This means that there’s a huge audience of potential charity followers on social media who can like, share and comment on your charity content. Plus, it is an easy and convenient way for people to learn about your cause and how to donate.
How can you begin to promote your charity on social media in 2021?
1. Make specific goals on what you want to achieve.
Do you need more donations, awareness of your charity, more volunteers or connections with other organisations?
Also, ensure that your goals are S.M.A.R.T so they are clear and achievable:
- Specific
- Measurable
- Achievable
- Relevant
- Time bound
Specific
- What do I want to achieve?
- Why is my goal important?
- Who is needed to reach this goal?
- Where is it based?
- Which resources or limitations are involved?
Measurable
- How much/many?
- How will I know when this goal is completed?
Achievable
- How can I reach my goal?
- How realistic is my goal, based on our limitations?
Relevant
- Is this goal needed?
- Is it the right time to aim for this?
- Does this match our organisation and its needs?
- Who are the right people to work towards this goal?
Time bound
- When should we have completed this goal?
- What can I do a year from now?
- What can I do now?
2. Decide who you’ll target.
You’ll need to find out what type of people you’ll target on social media. The easiest way to do this is to create a marketing persona.
According to Charity Digital, a marketing persona is ‘a fictional character who represents one type of your supporter or user.’ [3]
Personas usually include the following information:
- Fictional name.
- Job title and main responsibilities.
- Demographics (age, education background, ethnicity, and family status).
- The goals and tasks they are trying to complete.
- Their physical, social, and technological environment.
- A quote to summarise what matters most to the person as they relates to your charity/brand/organisation.
- A picture to represent the fictional person.
Find out about the specific questions to answer for your personas here:
https://www.usability.gov/how-to-and-tools/methods/personas.html
Here is an example of a persona I have created:
3. And choose which social media accounts you’ll need to make.
It’s best to focus on the platforms your target audience uses most.
The table below shows the different users for each platform according to Sprout Social. [4]
| Platform | Largest Age Group | Female | Male |
| 25-34 | 44% | 56% | |
| 25-34 | 57% | 43% | |
| 30-49 | 32% | 68% | |
| 46-55 | 49% | 51% | |
| 30-49 | 78% | 22% | |
| TikTok | 18-24 | 59% | 41% |
| SnapChat | 13-34 | 58% | 40% |
| YouTube | 15-25 | 72%* | 72%* |
*Of all internet users.
4. Create a social media strategy.
Make a schedule which allows you to post regularly without overstretching yourself.
5. Sign up to a fundraising platform.
Also, don’t forget to choose a donation platform to make online fundraising easier for your charity. Fundraising platforms are an effective way to collect donations from friends and family when someone does something for charity, like running a marathon for instance. You can ensure your charity benefits from these initiatives by signing up to one.
A common misconception is thinking that all fundraising platforms are similar. However, this is not always the case as the platform you choose will determine how much of each donation your charity will receive, as well as how many other benefits each platform will offer you.
To find out which ones are the best to use, follow this link:
https://charitydigital.org.uk/topics/topics/the-best-online-fundraising-platforms-for-charities-5324
References:
[2] https://backlinko.com/social-media-users
[3] https://charitydigital.org.uk/topics/topics/a-guide-to-building-digital-marketing-personas-8857
[4] https://sproutsocial.com/insights/new-social-media-demographics/
If you found this article interesting to read, check out these:
Small Charities Week With Givey – Givey | Blog
Why Create a Charity Blog? – Givey | Blog
Switch2Givey – Givey | Blog
Join our dedicated community of thousands of small charities. Givey is an online fundraising platform with an ethos of transparency for donors and no platform fees for charities / causes. We have raised over £2m.