If CharityComms had a pound for every time a potential client included in their initial contact the sentence: “We want to grow our fundraising from social channels” They’d be rich.
Digital is – rightly – a cornerstone of many charities’ strategies now, and over the last few years growth in digital income has been a key tool in staving off the flat-lining or decline of previously solid channels. And, of course, organic social offers the opportunity to raise awareness, create PR opportunities and engage directly with followers – and you can “make it go viral”…!
The thing is, though, it’s not quite that straightforward. Many charities see little by way of discernible results, but feel they should be on social channels because everyone else is / their audience is / there’s a line in the broader organisational strategies about growing social. Your followers – even for those of you blessed with a comparatively large audience – aren’t sitting there, waiting for you to post something. In fact, many of them might not even be seeing your posts at all, depending on what’s going on with the algorithms / your engagement / other things happening on social this week.
So helping someone drive value from social starts with helping them build their social community online. I want to run you through a basic guide to how you can do this for yourself.
Why should we have a social engagement strategy?
•To give focus to what you share on your social channels – and how you share it
•To build in a test and learn approach to your content delivery
•To build an audience who will help you achieve your organisational goals
Making an impact on social media
Often, charities use social channels to broadcast. Sharing “our” news. Updating you on “our” latest achievement. Telling you what “we” are doing. It’s not all that, well, social. So, typically, engagement with posts is pretty low, audience growth is slow and many of your posts are essentially you screaming into the void.
The good news is you can take huge strides to improve this situation. Creating a social engagement strategy will require a little investment of time, but you can keep this fairly streamlined. And it doesn’t need to be aligned with a digital strategy (if your charity even has one) or a broader comms strategy – indeed, for my money it should absolutely be kept separate to some degree, because it needs to be a living, breathing strategy with room for flex and change.
To read the full CharityComms article click here.