How To Build Sponsorship Using Social Media

Social media can be an amazing tool to promote your fundraising efforts – when used correctly. But enter the world of tweets and shares unprepared and your campaign will become lost, like a needle in a haystack. You need to convey your sponsorship story in a way that resonates and engages its readers, whilst at the same time, making it clear where and how they can donate.

People hate to think about charity with a business mindset – it’s about generosity, not making profit! But why not maximise your resources to get the best outcome for the cause you care about? It makes perfect sense.  

Here’s how to effectively build sponsorship through social media.

Look for investors

Give your fundraising total the wow-factor by networking with the right people. Whilst generating interest in your campaign is important, amazing fundraising stems from speaking to likeminded people that are ready to help you all they can.

Keep track of key hashtags, follow leading figures, tap into existing online communities and strike up a conversation with those who have similar goals and fundraising aspirations to you. It expands your audience reach more than you could imagine.  

Sell your story

Storytelling is advertising, and personal accounts are key to getting your voice heard. Not everyone knows about your chosen charity and it's up to you to explain it to them, in a relatable and accessible way.

Reach out to those who’d never think of fundraising, and turn them into the charity's biggest advocate.

Don’t be afraid to create a personal narrative that highlights to your audience a) how the cause has influenced you and b) what a difference their contributions can make. The more heartfelt the story, the better! Reach out to those who’d never think of fundraising, and turn them into the charity's biggest advocate.

New York Times best-selling author, John Kotter believes, “we learn best – and change – from hearing stories that strike a chord within us.” Storytelling forms a central part of every culture, including the digital world.

According to Nonprofit Tech For Good , “56% of those that support nonprofits on the Social Web confirm that compelling storytelling is what motivates them to take action on behalf of nonprofits.” If you want people to connect with your campaign, share your story, and make it a great one.

Work on retention                        

Professor of Fundraising at Plymouth University , Adrian Sargeant led a study which found that it only takes a “10% improvement in donor retention to yield a 50% boost in donor revenue immediately.” So, rather than concentrating all your efforts into looking for new sponsors to help your campaign, also work on nurturing and enhancing the existing relationships you have with donors.

Rather than concentrating all your efforts into looking for new sponsors to help your campaign, also work on nurturing and enhancing the existing relationships you have with donors.

Regularly update sponsors of your progress and get them involved in your journey as much as possible. Twitter lists are a handy way of finding out what your sponsors are talking about/ interested in, and what you need to do to be a part of the conversation. 

Make donating easy

21st century living is instant – if we can’t do it in the click of a button, why do it at all? Same goes for fundraising. If you really want to maximise your efforts, then you need to make donating as easy as possible. The effect of this, is perhaps best highlighted by the #nomakeupselfie campaign.

Cancer Research UK didn’t start the campaign, but were quick to make the most of it, encouraging those who were supporting the cause through #nomakeupselfies to donate alongside. Speaking to JustGiving , the Cancer Research UK team admitted that though text donations had never really taken off before, they knew that most people would be taking selfies from their mobile phones, and therefore more inclined to donate this way. Within 24 hours they'd raised £1 million.

Emulate their success by keeping the donation process quick, simple and mobile friendly. Like #nomakeupselfies, also be aware of what’s trending on social media; the right hashtag at the right time could really take your campaign to the next level.

Adopt the thank you culture

Many have questioned why people donate via social media, looking closely at vanity vs. philanthropy. Essentially, social media platforms such as Facebook allow users to portray the best possible versions of themselves. If a person is doing something in the name of charity, it reflects well on their character. Not that that’s a bad thing. Again, take the #nomakeupselfie campaign – it appealed to the ‘selfie culture’ and raised millions for a deserving cause as a result. 

The key take-away from this is to make your sponsors feel appreciated. By publicly acknowledging their donations, you draw attention to their good work and inspire others to do the same. Go the extra mile by sharing your sponsor’s stories too – through photos/blog posts. This not only puts their contributions in the spotlight and increases your audience reach, but it also stresses that your charity impacts people in different but equally important ways.

Above all, just remember to say thank you. Tag them in a post and personally pay tribute to how grateful you are for their donation.

Feeling inspired? Why not view our list of  Partner Charities  and pick a great cause to support.

Picture credit: georgemphoto / Shutterstock.com