by Stacey Diffin-Lafleur
More and more charities are moving over to the digital side to engage donors and other stakeholders. Good news I’d say. Be sure you choose the right platforms.
It used to be that Facebook was the way to go, but that’s not necessarily true anymore. There is a plethora of platforms that your donors can choose to be social on. If you want to talk to them directly, find out where you’ll make the most return on your investment of time, and be in the right place to have a conversation.
Have you thought about Pinterest to reach younger women and families? In fact 68.2% of Pinterest users are female. And, they are spending an average of 15.8 minutes per visit either ‘pinning’ or looking at someone else’s Pins.
What about the teens and tweens you need for your next generation of givers? Have you looked into where they are spending time? Studies show that these young trendsetters are leaving Facebook – I mean really, who wants to be where your parents hang out – to join the even faster paced worlds of apps like Instagram and SnapChat. And they are there all the time. It’s fast, fun and cool.
Twitter is one of my favourite platforms, and I use it regularly to share information, but the content I’m curating and sharing could be housed on my Tumblr, or connected to a LinkedIn post, be part of my Instagram or even linked to a third party website.
The key is sharing news and information where your donors are, and how they want to receive it.
Another important consideration is the type of device your donors are using. With the holiday gift giving season fast approaching, there will be a lot more mobile gifts unwrapped. Think about it, in 2014 smart phone users will total 1.75 billion. That’s expected to double in 2015. That’s a lot of people not sitting behind a desk, or looking through a laptop.
Do your research, survey your donors, find out how they want engage with you. Ask them directly. Use every touch point as a chance to learn more about their online habits; track this data and mine it to strengthen your relationships, to provide timely and meaningful content. It’s not time wasted if you are in the right place at the right time for them.