If you’re signed up for the Team Assist Fundraising Program, it’s time to spread the word. We’ve worked with our marketing team to create the following best practices to get your community engaged, and more importantly contributing to your program. Here are a few best practices for engaging your audience. You also know your audience best, so take what you wish and drive what you know will be most effective with your audience. Download the guide here.
We also recommend taking a look back at some of your posts that received a ton of likes or comments and monitoring the interest and engagement on each post moving forward – are you seeing a certain post or content getting the most comments, likes and purchases? If so, keep doing that! If you see a post that isn’t doing so well, maybe try something else. Regardless, this program is about consistency & awareness. We’re here for support, but it is up to you to spread the word.
Here are a few best practices for engaging your audience.
For many programs, asking for donations or followers to purchase a product is new and different from what their social accounts usually have. Because of this, staying true to who you are and what your program is all about is essential when creating posts for and sharing about your fundraising program. These are more likely to receive better engagement.
Ideally, the post should not sound any different or even look much different than your non-fundraising posts. But again, this needs to be balanced with asking people directly for what you want (the Call To Action!).
What does this mean? Ask your audience to take action and do something! Do not leave it up to your audience to figure out what you want them to do, be very clear such as ‘Buy Today To Support Your Lincoln High School Football Program’.
Images are what gets people’s attention. They do not need to be professional images, but something that stands out and will stop a user from scrolling. Research also shows that a boomerang or video is more likely to get a user to stop than a static image.
Try to vary your post type (images, boomerangs and videos) and see what works best (take a look at the number of likes, comments, views). Also, get creative! Use images or videos that show your program’s personality, what you are wanting to accomplish through your fundraising campaign, and/or the athletes your program supports.
It’s up to you and is an experiment – have fun, find what works and stick with it!
You want to make sure you get your message across completely to your audience, quickly and clearly. The majority of users scrolling through social posts do not take the time to read a long post.. do you?
Grab their attention right away with a captivating image, spell out your message, and include your call to action. This way, they get it quickly and can decide if they want to take action.
Do you know what your audience responds to best? Or why they follow you? Time to find out.
Take a look at all of your past posts – which few received the most likes, comments and/or views? This could be the type of post your audience responds to best.
Try to understand how that post was different than the others – was it the style, the post type (video v image), what the post was about, or the time of day? Take this and try to model your fundraising posts after those.
It is also important to continue monitoring the performance of your posts to make sure what you’re posting is still receiving solid engagement and ideally purchases! If you have an Instagram business account (which is free!), you will be able to track post engagement easily.
Many people are willing to support a fundraiser, but without a clear deadline they might put it off or worse, forget about it. To get around this, you can create a sense of urgency in your posts – compel your audience to purchase immediately, rather than giving them the excuse to wait.
Your success rate will be much higher if you can get them to respond right away. One way to do this is to set a deadline for the goal you are trying to hit.
Also know that your first post may not be very successful. For this reason, it is essential to follow up with multiple posts as your deadline approaches and clearly state the end date to create this sense of urgency.
Hashtags can help improve the visibility of your posts exponentially. If you use ones that are popular, followed and searched, you could be receiving donations from individuals outside your own audience!
Research which hashtags are currently being used and relevant to your post, organization and/or sport, and where possible use ones that are commonly used and already have an audience. There are several hashtag research tools online and one option you can use is All Hashtag.
We also want to caution against over using hashtags and also make sure hashtags are relevant to the social platform you are posting on. It may vary from Facebook to Instagram to Twitter to TikTok!
No one likes an account that annoyingly posts about the same thing you have no interest in over and over again. Right? We need to strike the right balance – you do not want to overload your audience with posts about your fundraiser but you do want to keep it at the forefront of their minds.
So what’s the right balance? It depends on how frequently you post today.
Overall, we recommend posting at least weekly to your feed and perhaps even more to your stories. The cadence can increase as the deadline for your fundraiser approaches.
If you are sharing content daily, you will be able to easily integrate fundraising posts daily or every other day.
If you are sharing only monthly, we recommend trying to increase the frequency of posts to make sure your audience is aware of the program you are running.
While the fundraiser is taking place, it is also important to continue with your regular schedule of content posts so that you are giving your audience the same content that they followed you for.
Studies have shown that weekdays in the afternoon are the best times to post (though this may vary based on the social platform, your location and your audience).
To figure out when you should post, we recommend you look at the engagement stats for your previous posts (number of likes, comments and views) to determine when you have received the best engagement.
It is always advantageous to engage with your audience. All comments may not require a response, but a like never hurt! Anything to show your audience that their presence is valued and recognized.
In comments, allow them to get to know your program and your personality. This develops a personal connection that will further drive someone’s propensity to support your program.
At some point you may receive a negative comment. How you handle and respond to these comments can have a big impact on your fundraising campaign and future social presence.
You know best when you should and should not respond to negative comments, but when responding do so gracefully. You never want to get into a shouting match with someone. It will not reflect well on your program.
How do you feel? Have more questions? Reach out to firstname.lastname@example.org with any questions.
- Include Call to Action
- Captivating, Image, Video or Boomerang
- Stay True to Who You Are
- Keep Post Short, Clear and To The Point
- Create a Sense of Urgency
- Research Hashtags