Over this week, we have been examining several anticipated trends in fundraising for 2017. Being specific in your call to action and carefully crafting impact stories to share with supporters. Today’s trend to examine is one that’s been around for awhile: social media or email campaigns, what works best for you? Let’s take a look at some similarities in their results and some differences.
Similarities:
Sending an email to existing donors or posting to Facebook to reach your followers gets your specific message out there. You achieve an expansive reach into your known network and unknown network. Your nonprofit can get creative in communicating through a unique email sent pointing to a need in the organization and how to meet it. Social media provides the platforms for creative strategies in posting, to draw attention to certain programs or classes your organization offers to the community.
Differences:
Measuring the impressions, or the reach of your message, is more challenging in social media. Email marketing systems provide you a way to note open rates, amount of clicks, time of day emails were opened, etc. Statistics provided from sending an email can lead to better planning for your appeals in the future. The engagement that you get with social media tends to be higher than that of email. With social media posts, you are starting an open dialogue with your network, encouraging a response and to share with their networks. Email does not foster that same kind of back and forth environment.
At the end of the day, both email and social media are effective in getting your message across. Tell your story creatively and boldly, engage with your supporters in the way that works for them AND for you.
DonorLynk’s Donor Cultivation Workshop on February 9 will focus partly on creating the most positive donor experience from start to finish. Learn how to improve the other steps of their engagement cycle; make sure you’re there! Sign up today.
Marianna Woodruff is Director of Brand Awareness at DonorLynk, LLC. DonorLynk aims to provide nonprofits with tailored solutions that work for you, not against you.