I’m just going to go ahead and say what we’re all thinking. OMG IT’S DECEMBER AHHHH.
Great…now that we’ve got that out of the way, let’s get down to business.
We are zooming toward the big December 31 fundraising finale, but since I’m SURE you’ve got everything locked down and ready to go for your email campaign, it’s time to step back and do a gut check on your social media strategy. Indeed, it’s easy to focus on the big money-makers of web and email giving, but Facebook can give your end-of-year campaign a key boost, so whatever you do, don’t just Rudolph* it.
*Rudolph (verb) – (1) to ignore until important to the cause; Etymology: I just made it up
Thankfully, we’re here to help! So behold – your top social media tips for end of year fundraising:
1. Just like that old adage… why click if you get the photo for free? Posting photos is a great way to attract likes and comments on Facebook, but if you’re looking for that long-term donor relationship, use a Link post instead to drive more traffic to your website or donation pages. Want proof? Download the 2013 eNonprofit Benchmarks Study (flip to page 32)!
2. Stay current with Facebook specs. Remember when Facebook previews were really tiny? Yeah, me neither. The point is, we’re all too aware of how often Facebook changes, well, everything! Stay up-to-date on how Facebook will display your posts so you’re not THAT guy.
3. Really want to amp up your traffic? Try promoting a post. It’s true – only a small fraction of your Facebook fans will actually see your posts. But you can change all that! Check out our advice about promoting your best posts, and then get ready….because YOU GET A POST. AND YOU GET A POST. EVERYBODY GETS A POOOOOOOooooOOOOOST!
4. Make your images the best that they can be. There’s a lot of stuff on Facebook — and because you’re competing with so much other content (especially at the end of the year), you need to make sure your images are clear, simple, mobile-friendly, and easy to share. We’ve got more detailed advice and examples here.
5. Don’t forget the Golden Rule of Facebook ads. You know the one – “All images in ads (including sponsored stories and promoted posts) must be composed of no more than 20% text.” It’s annoying, I know, but the Facebook Image Ratio Enforcement (FIRE) Squad is a real thing that I didn’t just make up — and they will pull down your images and scold you if you don’t follow the rules. So make sure you’re up-to-speed and compliant.