When was the last time you saw a non-profit set up at a busy intersection asking for signatures on a petition? If you don’t remember, you’re not alone. Just like the rest of the world, the face of charity has changed from a face-to-face model to a web-based one. The change has been mutually beneficial. Contributors have the opportunity to research a charity before donating, while non-profits can use the contribution to enhance the relationship between donor and recipient.
Mobile phones have become a significant part of raising money for charities. Think of the text-based donation requests that come from the Red Cross. Not every charity has the reach of the Red Cross, however, so most organizations rely on social media to spread their message. The widespread abundance of smartphones and 4G coverage means it’s easier than ever to reach people, but the message has to be sent through the proper social channels in order for it to be heard.
The biggest name in social media is a great place to start as you look to establish a social media presence for your charity. With more than a billion users, Facebook will definitely help you increase your reach, and the numbers look even better on mobile devices. Yahoo! states that Facebook has 751 million users who check the site on mobile phones at least once each month, and CBS has revealed that the average smartphone user checks Facebook 14 times a day.
That’s just the start, though. Facebook is exactly the medium you want to send your message. People who follow your charity can share your posts and encourage others to get on board with just the press of a button. If you give these people quality content centered around the issue you’re trying to help — the single most effective way for charities to communicate, according to the Wall Street Journal — you’ll get plenty of shares. That’s a good thing since Seeking Alpha states that two-thirds of Facebook users are above 35. These users are established professionally and more likely to contribute.
Instagram is the ultimate smartphone app, allowing users to quickly view the posts of others and use hashtags to discover new accounts. This is a great way for you to get your charity noticed. A powerful picture with hashtag keywords will easily stand out among the others, giving you the perfect outlet to tell the world what you’re all about.
Another key benefit of Instagram is the ability to analyze your traffic using apps such as Simply Measured. This app can show you which hashtags lead the most people to you as well as how many people follow or unfollow you. This data to your advantage can reveal if you’re on the right track in terms of user engagement, enabling you to tailor your message so that it reaches the largest audience.
YouTube
To put it mildly, mobile video is exploding at the moment. TechCrunch reports that mobile video traffic tripled from 2011 to 2012, and Cisco states that mobile video represents half of all wireless traffic. Mobile users are making the jump from text-based information to video, and those charities who follow suit early will be best equipped for the future.
YouTube is the premier video format available on the Internet, making it the ideal option for your charitable videos. Not only can you provide users on other social media sites with a safe, recognized link to your video, but you get the rarest of all opportunities — a one-on-one with the viewer, with no distractions. You’re not competing with other posts; instead, you get the viewer’s undivided attention. The best part is, even if people watch your video and do nothing else, Social Media Charity says your video will still climb the rankings as long as people watch it to the end.
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