3 Ways to Turn Facebook ‘Likes’ Into Donations
You’ve got the followers, but for some reason you can’t seem to get them clicking the donate button.
It’s a frustrating, head-banging, and even a face-palming experience. But you can get past it. Use these tips to help your nonprofit convert those “likes” into donations.
1. Simplify the Process
Nobody wants to jump through hoops to get from your social media page to the place they can contribute to your organization. So make it easy on them.
The first step is to make sure it’s easy to donate on your website. If the “Donate Now” button is front and center, then you’re good to go. Move on to the next step–your social media page.
Log onto Facebook and see how easily accessible your website URL is to the public. If it takes you some digging around, then it’s time to update your page. Make sure to place the URL into your page’s “About” section.
2. Don’t Overkill with the Big Ask
Nobody likes to be hounded constantly for money. There’s a reason somebody clicked your “Like” button on Facebook in the first place.
It could be because they’ve already donated money, it could be because they want to learn more or it could be because the just discovered your mission and were touched by what it stands for.
So, what motivates people to give? It’s not being asked to give money. It’s the story that you tell and the people or cause that you help.
Mix up your content. It’s ok to do an occasional ask through social media, but don’t make it all about your organization. Follow the rule of 80/20. 80 percent of your content should be centered around something other than asking for money or other help. But 20 percent of the time, you can put out a message when you need help.
Take a lesson from the American Red Cross.
On April Fool’s Day, the American Red Cross posted this photo with the caption “No Foolin’. Thanks for being a Red Crosser.”
This fun and simple post shows the Red Cross’s personality and thanks its volunteers and supporters for simply doing that–liking the page and showing support.
3. Utilize Email Marketing Links
Since Facebook shouldn’t be all about asking for money, it’s important to tie in other marketing tactics to your social media site.
Try to get your Facebook followers to opt into your email marketing campaign. Do this by using part of that “20 percent content” to promote your email marketing campaign.
The post can be as simple as “Like hearing about how X organization has helped others? We want you to hear more.” Then provide a link to sign up for more good news.
It’s amazing what a simple post like this can do, yet too often people ignore the benefits.