Do you operate or work for a nonprofit organization? I did. For over a decade I served children and families in need, advocated for better mental health services, and helped addicts overcome their addictions and regain a semblance of a “normal” life. All worthy causes.
Here are two important truths: First,almost all the nonprofits out there (there are a few shady characters) do good for those they serve. They improve people’s lives and the communities they live in. Second, most people are generous. Whether it’s dropping change in the box at McDonald’s to support the Ronald McDonald House or writing a check to philanthropy, the vast majority of Americans don’t mind giving to help people.
So, raising money for a nonprofit ought to be easy, right? No, despite the worthiness of the cause and the generosity of the giver, people have to have something to give to first.
That’s where a lot of nonprofits fail. They see a need in their community. They organize resources to fill that need, but they learn quickly that their efforts aren’t sustainable without funding. So they give presentations at the local Rotary Club, they send out mailers and newsletters, and organize dinners with quasi-celebrity guest speakers, auctioned off donated goods and $50/plate rubber chicken…and they still fall short of their fundraising goals.
Why? Because they’re not reaching an audience consistently. They’re not building a community around a cause. All of the efforts mentioned above raise funds and awareness, but they’re one-offs. They require year-round effort and planning, as well as time, energy and funds invested in hopes of a pay-off.
If only there was a way for nonprofits to build a consistent community of givers that exponentially expanded itself over time. If only there was a way of reaching people that didn’t involve spending financial resources many nonprofits don’t have.
If only there was social media.
In 2014, Chris Kennedy of Sarasota, FL made a video jokingly challenging his wife’s cousin, whose husband was suffering from ALS, to dump a bucket of ice water over her head and make a pledge to the ALS foundation. Several weeks and millions of viral YouTube videos later, the “Ice Bucket Challenge” had raised over $114 million dollars for ALS.
What was the cost to ALS for this multi-million dollar fundraiser? Zero. Nada. They didn’t even spend the energy coming up with the idea! Yet they and those they serve were the beneficiaries of the awesome power of social media.
Now just because your nonprofit becomes active on social media doesn’t mean you’re going to be the beneficiaries of some viral sensation that brings in millions. What it does offer, however, is the opportunity to spread the word about your cause to millions of people with little to no outlay of funds. All that’s required for any nonprofit to benefit from social media is a well-told story and a little technical elbow grease.
Why Social Media is the perfect messaging solution for nonprofits
1. It’s fast. No, it’s not always “Ice Bucket Challenge” fast, but nonprofits can get their stories out to more people faster and more efficiently than any planned activity like a presentation or dinner. Social media requires some planning, but not the logistical hurdles involved in most fundraising activities.
2. It makes giving easy. Depending on who you ask, some might rather dress up and pay $50 for a bad piece of meat and write a check than pour ice water over their head. But most people would rather take the easy way out. Social media allows you to touch the hearts of your audience with your story and then usher them toward giving without even leaving the comfort of their home. It requires no commitment on the part of the giver other than the willingness to give.
3. It’s versatile and entertaining. Would you rather listen to a speech about a cause…or would you rather read about it…or watch a video…or (choose your platform here). Social media offers the nonprofit a whole range of ways to tell their story. You can post pictures from an outreach on Instagram or Facebook. You can post a video testimony from someone who’s been helped by your organization. And yes, if you insist on having that fundraising dinner, you can even post live video from that event, reaching people who weren’t able to attend. Social media literally opens up the world for nonprofits.
4. It builds community. Nonprofits who utilize social media don’t just cultivate one-time givers. They build communities of “brand ambassadors” who share your message and position you as the “go-to” providers in the area you provide service. This creates givers who give on an ongoing basis, not just one time event givers.
Want to find out more about how to use social media for your nonprofit? Knuckleball Digital was founded by two nonprofit veterans, with over 40 years of service between them. They’ve developed digital assets and campaigns that have reached tens of millions of people around the world.
And because they’ve worked in the nonprofit trenches, they understand the demands on your resources. Consultation and analysis is always free, and services (from website design to content and social media marketing) come without the overhead costs that many other digital agencies pass on to their clients.
Contact Knuckleball Digital today for your free consultation and let them help you take your cause viral.