For Social Media Fundraising Success, Make Your Donors Feel Something

In fundraising, the ultimate metric is donors acquired or retained and dollars raised. The question is, how do we get there? What steps do we need to take in order to secure that final conversion or gift from a donor?

One option is sharing a bundle of statistics that numerically demonstrate the impact your organization has on the world. While that pie-chart packed annual report is important for the CFO types in the crowd, the vast majority of donors (including those CFO types) make a gift, not because of numbers, but because they feel moved to support your cause. Something about the work you do touches a nerve deep inside the donor to the point where they can’t stand the problem you’re addressing and will give everything they can, including money, to end that problem.

In other words, if you want to expand support for your organization, you need to create content that makes people feel something.

As is often the case, we have plenty of examples of this emotional content marketing from the for-profit world. From Steve Jobs to Dove, the best marketers – specifically content marketers – have been pulling money out of our wallets for decades, not by appealing to our heads, but to our hearts. Take, for example, the most recent viral content marketing hit distributed by Dove:

The sense of  yearning to love your kid endlessly that comes with being a parent; the want to be a unique, cutting edge individual that Apple so deftly communicated while Jobs was at the helm; the drive to compete and win that shoemakers like Nike have conveyed; those aren’t appeals that require a calculator to ingest – they go straight to the heart and they make people do things a million times faster than any logic-based approach.

Tugging at the heart strings opens the purse strings. It's true in the consumer and nonprofit worlds.

Tugging at the heart strings opens the purse strings. It’s true in the consumer and nonprofit worlds.

Of course, for fundraisers, this should be easy. Your work changes the world and you have countless stories to tell as a result. And now, thanks to social media, you have unprecedented access directly to enormous audiences. When you create amazing content, people take notice and you raise a LOT of money. The key is:

  • Having a smart, data-driven content marketing strategy.
  • Dedicating or reallocating resources to produce amazing written, photographic, and (especially) video content.
  • Hiring creative content producers to create posts that simply can’t be ignored.

The third item is the most crucial and the most difficult to come by. Creative content geniuses are not easy to find, but if you have them, give them the resources they need. Allow them creative license to produce amazing, heart-wrenching, and awe-inspring content. Doing that (with a strategic vision in mind) is one of the quickest and most effective paths you can take to reaching that ultimate metric of more donors and dollars raised.

Justin Ware is the Director of Interactive Communication at Bentz Whaley Flessner and an Emmy-winning content creator who has produced several viral YouTube videos. To learn more about how Justin can help you take content marketing to the next level, click here.


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