You can apply many of the same best practices that work well in direct mail, email, and print campaigns to building support on social media.
Why do people give?
The reasons people give on social networks are no different. People give because:
- Their friends give.
- They are asked.
- There is an immediate need.
Point out as many of these three as you can! (as appropriate). Get people saying this: “Hey friend, please give to this immediate need. Here’s how!”
Be Direct and Specific
- Directly ask people to do one, easy thing. Pick one pledge type on HelpAttack! and promote it, rather than ask your supporters to choose.
- Phrase your messaging with a single, simple call to action. Don’t say “Did you know you can give with Tweets?” say “Give with Tweets!”
- Set a specific goal and deadline: “85 so far! Join us and make it 100 pledges today!”
- Make it clear exactly how their donation or support will help, and what impact it will have. If you provide mosquito nets to fight malaria, and they cost $0.50 each, be clear that one Tweet can provide one mosquito net and save a life.
- Make sure to upload a good, clear logo to your HelpAttack! account. If you need help, let us know!
- In your messaging, images, or videos, feature ONE individual (or animal, something with a heartbeat) that the donor will help. Statistics and crowds of people are less effective.
Use Your Strengths
- You can use a matching donation or sponsorship: “We have a $500 matching donor who will double any NEW pledges…”
- Do you have a celebrity ambassador, or a brand (company) who supports you? Be sure to send your messaging to them, or see what they can do to collaborate with your social media campaign!
- Multi-channel campaigns (blog, twitter, facebook, email newsletter…) perform better. People have more opportunities to see your message and respond to it, and it demonstrates consistency in your message.
- Meeting supporters in real life? Use a QR code to make it easy for them to join your campaign from their smartphone.