5 Ways to Convert Your Social Media Following
Hi! Welcome to the latest episode of The High-Five Nonprofit Marketing Ideas. I’m Julia McDowell, Marketing Strategist for Five Ones. The High-Five is my video series of marketing strategies and tactics for nonprofits and associations. Check out dozens of other videos like this one on a variety of marketing topics like fundraising, marketing planning, social media, and branding at fiveones.com/highfive
It’s no secret that social media is an incredibly important marketing tool. Entire businesses have been built in and around social media alone, so it’s imperative that your organization use social media to its advantage. Social media platforms encourage community and engagement, so they’re the perfect way to connect virtually with your audience.
Today, I will cover five tactics you can use to convert your social media followers into donors or members.
Share a variety of content
Content is king on social media, especially when people have a short attention span and are bombarded with loads of content every time they log on. So, it goes without saying that you have to create quality content, but you also have to vary the type of content that you share. No one wants to be asked to donate something on every post. Instead, create content that is purely educational and tells readers about your mission and your work, and share posts showing appreciation for donors or volunteers. Then sprinkle in your requests. A good rule of thumb is to share two pieces of content that don’t ask for anything for every one post asking for something.
Tell compelling stories
Storytelling is a powerful tool that can get overlooked because it takes time to source and tell the types of stories that people will engage with. But, if you set up a system to uncover these stories within your organization you can share them in a timely way. Stories that get to the heart of what you do and pull on human emotion are the ones that are shared, liked, and remembered. And I’d be remiss if I didn’t remind you to follow the practice of ethical storytelling. You can check out their website for resources.
So while they may not be direct converters, this type of content will bring your audience back for more. Plus, it will help when you’re planning your content calendar and need content that isn’t asking for something.
Have specific asks
In the posts that you do ask your audience to perform an action, make sure your asks are specific and stay consistent. Define what your goal is and create CTAs that directly support that. For example, if you’re fundraising for a specific cause, trip, etc., ask for donations. Don’t then pepper in a request for volunteers, money for a different cause, or to attend an event. Be specific and stingy about your asks—your audience will be more likely to give and less likely to be overwhelmed or confused.
Engage with your audience
Social media is a two-way street between users and organizations. You must take the time to engage with your audience, whether it’s commenting back, answering questions, or liking posts. Remember, social media is a community, not a one-way communication forum. Set aside a certain amount of time every day or every few days to react and respond to your audience. The more human your organization is, the more your audience will trust you.
Ask for feedback
Continuing with the two-way street theme, ask your audience what they want from you. There are so many tools built into platforms that allow for feedback—use them! What do they enjoy reading or hearing about? What do they want more of? If you ask what they want and deliver on it, it’s a surefire way to increase engagement and conversions while keeping your audience happy. That’s a win-win!
