When planning a fundraiser, most of us understand how important it is to build a messaging strategy. Will your fundraiser have a theme? What are the right words to use to explain the why, when, and how? In this article, I’m going to share three things stations should consider doing on digital to connect with their audience.
1) Use Stories During Fundraisers
Stories are short videos or pictures that you create that disappear after 24 hours. They are great for showcasing your stations’ personalities and giving a behind-the-scenes look. Don’t think of it as solely getting out the message; think of it as a way to show your audience/friends what is happening during the fundraiser.
When it comes to Facebook stories specifically, not many businesses are using them, which means less competition, and less competition means more opportunities for your stories to be viewed. And speaking of views, stories have the top prominent position on both platforms for mobile and desktop, which again shows how important stories are to Meta.
2) Short-form Videos
We all know how short-form video is becoming increasingly popular. These videos are great for social media platforms as they allow users to quickly and easily share videos with their friends and followers. But how can you use this feature to connect with your audience during fundraisers? The word “fun” in fundraiser may be good to start.
TikTok has a Duet feature, which allows users to create a video that follows along with someone else’s video. Instagram Reels has a feature called Remix that works similarly. Can you think of a way to use these features to help your audience connect more with being part of your fundraiser? Remember the ice-bucket challenge? The ice-bucket challenge was a viral sensation in 2014. People were nominated to pour a bucket of ice water over their head within 24-hours or donate $100 to the organization, ALS Association. Imagine what could be possible with duet and remix short-form challenges! 🤯
3) Messenger & DMs
You may already know, but if you don’t, links do not perform well on social media platforms, especially on the Facebook newsfeed. However, I understand the importance as a marketer. How else can you get people to visit your site to donate? One way is through messenger; it’s less busy, more people are opening them.
Come up with a brand connection strategy to transition your social media connection to your donation page. Instead of changing your entire organic newsfeed strategy during a fundraiser, create posts that align with your fundraiser theme.. Look for engagement in the comments and take those conversations deeper until it’s a good time to send that person a direct message. Continue the conversation in a direct message, and when the opportunity surfaces, invite them to join the mission behind the fundraiser with a link to the donation page.
A brand connect strategy can not only help your radio station drive traffic to its donation page during a fundraiser, but it can also help you drive traffic to the digital assets you own. If you’d like to talk more about creating a brand connect strategy, schedule a free 30-minute ZOOM session with my team at Killer Bee Marketing.
There are many ways to connect with your audience on digital media during fundraisers, but it all comes down to understanding how to best connect with your audience using each tool. Stories can provide a behind-the-scenes look during your fundraiser. Short-form videos can connect you and your audience in a fun, challenging way while also raising money for an organization. And finally, direct messaging provides an opportunity to transition your social media connections to your donation page.
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