Read the Data
The 2018 Global Giving Trends in Giving Report shown above is divided by generations—Millennial, Gen X, and Baby Boomer donors. Underneath each generation of donors, you can see the different options for donation, which include social media, email, website, and direct mail/post. Percentages are given for each category to represent how “inspired” each generation was to donate using the given donation option. Social media was the leading category for both Millennial donors (39%) and Gen X donors (33%). Social media came in second for Baby Boomer donors (19%) behind email (33%). These numbers show a significant trend in social media use for the purpose of nonprofit giving.
How to Present the Data to Your Board
Presenting this data to your nonprofit board should give them strong proof that their money needs to be allocated towards social media marketing, because this is where supporters are inspired to give. Aside from the data, make it clear to the board that social media is about a long-term relationship and reward. Instead of a direct mail piece that gets thrown away or an email that gets deleted, a social media connection lasts forever.
Create a Bond
With social media, you’re creating a lasting bond with your supporters. It’s about generating brand awareness, building trust, providing value, and telling a story. This fits well with the nonprofit sector, because nonprofit organizations need more than just a flier to inspire people. Social media opens up that opportunity and shows supporters that you care about them in the same way that they care about you. With patience, your brand will develop a following and ultimately see immense growth through a strong social media presence.
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