Is Social Media Alone Enough to Reach Your Donors? Spoiler: It’s Not.
When surveyed on which channel inspires them to give, 29% of donors chose social media. Email followed closely at 27%, with websites at 18%, print at 12%, and TV ads at just 6% (Global Trends in Giving Report).
Social media plays a powerful role in engaging donors, but relying on it alone can limit your fundraising potential. After all, we’re all familiar with the phrase, “Don’t put all your eggs in one basket”— and that certainly applies here.
Why the Numbers Are Spread Across Channels
Each channel resonates differently with your audience. By combining 2-3 of these communication tools, you can create a cohesive message that tells your brand’s story no matter where your audience found you.
Social media works well for connecting with your audience, but it’s only one piece of the puzzle. Your audience engages across various platforms, and your visibility should match that reach. To effectively inspire giving, you’ll want to reach them through:
Social media for regular updates and engagement
Search engines to increase brand visibility and reach new donors
Email marketing to keep supporters informed and connected
Direct mail for personal touchpoints and to take your marketing offline
Take Action: Build an Integrated Mix
It can feel overwhelming to hear that a multichannel marketing strategy is a key to success. Which begs the question…how do you make the most of each platform without spreading yourself too thin? Here are a few steps to help you get started:
Identify Your Key Channels
Think about where your audience is already showing up. Are your emails getting good engagement? Are social media click-throughs on the rise? Invest resources in 2-3 channels that already have traction, and focus your energy on creating meaningful content there. If there are other channels in your audience’s purview, repurpose, repurpose, repurpose!Align Your Messaging Across Platforms
Each message should tell a consistent story. When your social posts, email content, and other collateral all work together, your audience experiences a cohesive journey, making it easy for them to engage and give.Create Clear Calls to Action (CTAs)
Make it as easy as possible for your audience to donate. For example, include a 'Donate Now' link or button in Instagram Stories, Facebook posts, and emails, keeping design and language consistent to strengthen brand recognition. Additionally, make sure your mobile giving experience is optimized. If a donor has a frustrating user journey, they may abandon it altogether.Track and Adjust
Take time to review what worked and what didn’t. Which channels drove the most engagement or donations? Use these insights to adjust and enhance your strategy for next time.
Remember: Your Audience is Everywhere
While social media may get a lot of attention, your audience connects in more ways than one. By leaning into multiple channels, you meet them where they are and create the best chance to inspire them to give.
