When it comes to Nonprofits, the goal of using Social Media Marketing is not limited to raising funds, but also extends to creating awareness, increasing audience engagement and triggering emotions among people. Social media platforms enable to engage with donors, organizations and other institutions. While social media campaigns help to reach a much wider audience, spread awareness, raise huge funds and build solid roots in society.
One of the best ways to learn about building an impactful social media campaign is to learn from the best! So here are some of the most important takeaways from influential Social Media Marketing Campaigns by Non-Profits. We will look at what worked for them and how you can implement these best practices for your campaign.
The No Shave November is a month-long campaign started by Matthew Hill foundation. It is conducted yearly in November. The main aim of the campaign is to create cancer awareness and raise funds for cancer research.
The rules for participating in No Shave November are very simple. Men and women who participate in the campaign stop grooming for 30 days and the money spend on it can be donated to the campaign.
Through the No Shave November, the Matthew Hill foundation has raised over 5 million dollars since 2009. The raised funds go directly to provide education, cancer prevention, and research. The Foundation enjoys organic growth ever since the launch of the campaign.
By urging men and women to refrain from grooming, the campaign succeeded in creating chatter and create awareness among the public about cancer.
The Ice Bucket Challenge is a popular fundraising campaign by ALS Association. The challenge involves dumping a bucket of ice and water over the person’s head and post videos of it in social media. Anyone who got invited to do the Ice Bucket Challenge should either do it or donate money to the nonprofit.
The IBC became viral over the internet when people all over the world picked it up and started to challenge each other’s friends and families. The challenge was successful in creating awareness about the ALS (Amyotrophic Lateral Sclerosis ) disease.
The IBC raised $115 million in the summer of 2014. Since the IBC, the ALS Foundation has committed over $96.4 million toward reaching its mission, including over $84 million in research projects.
This a Facebook video posted by the CEO of Facebook, Mark Zuckerberg, doing the ALS Ice Bucket Challenge. The video also shows Mark challenging Bill Gates, Sheryl Sandberg, and Reed Hastings to do the same.
Improper sanitation is a problem that affects more than 2.5 billion people globally. To make the public aware and to raise funds to resolve it, WaterAid decided to use the popular Poop emoji for their campaign. This gave rise to the #GiveaShit campaign.
As soon as the campaign started trending in social media, WaterAid went further and created an app that allowed people to make their own personalized poop emojis.
The app lets people share customized poop emojis with their family and friends. The app also facilitated a way for people to donate funds for WaterAid.
The #GiveAShit campaign generated more than 240 million impressions and helped to gain 11,000 new WaterAid supporters. It also got nominated for Shorty Industry Award for Best in Non-Profit, Shorty Industry Award for Best Use of Emojis.
Denmark’s World Wildlife Fund leveraged the trend of “selfie” among users in Social Media to create a successful fundraising Campaign.
They used the hashtag phenomena by taking slogans like “Don’t let this be my #LastSelfie” to communicate with the users in Social Media.
The campaign was a big success and #LastSelfie succeded in creating global awareness. Moreover, it also helped WWF reach their donation target for the entire month within just three days.
MeToo is one of the most talked about and trending campaign today. Interestingly, it was started by the nonprofit Just Be Inc.
The #MeToo campaign was made to provide – empowerment through empathy.
The campaign made female survivors of sexual abuse, assault, exploitation, and harassment to come out and share their stories to end exploitation against women. The campaign got more than 2 million tweets included the hashtag “#MeToo”.
If you’ve been sexually harassed or assaulted write ‘me too’ as a reply to this tweet. pic.twitter.com/k2oeCiUf9n
— Alyssa Milano (@Alyssa_Milano) October 15, 2017
If you are a non-profit limited by resources and funds, then you can come up with a campaign like No Shave November that renews yearly. Having a campaign that renews every year will act as a constant source of recurring income to your cause. It can also help you save money and time required to come up with new campaigns ideas every year, freeing up time to focus on what matters most to your organization.
You can take Ice Bucket Challenge as an example for creating action. Create something that makes people imitate and have the potential to go viral. A simple initiative as that created awareness among people and generated enough funds for the ALS Foundation.
While the Campaign that went viral by Denmark’s World Wildlife Fund is an example of a campaign that made Chatter among people and raised huge funds.
Give the audience something new, as did by Water Aid. By making people sharing poop Emojis, they created awareness among people and managed to raise money at the same time.
The #Me Too movement is the best example of this. The Campaign was instrumental in making the public realize about the huge number of women who faced sexual exploitation around the world. The movement was an eye-opener for the public. It succeeded in educating the existence of a harsh reality within the society that many people were not aware of.
From the above successful campaigns, you must have realized the importance of visualization and storytelling. You know how good storytelling methods can make a positive impact and in turn help you achieve your non-profit goals. Images, hashtags and real-life footage helps your audience to connect with your organization and the mission it stands for in a more impactful and emotional way.
Likewise, you can use Twitter Promoted Trends and Facebook to reach out to people. Making Thank you videos, events, and publishing contents about the milestones your organization achieved over the years can make up unique stories. Moreover, you can use these real stories as powerful tools to draw more eyes, instill emotions among people and raise huge funds.
Finally, it’s your turn to make the next viral Social Media Marketing Campaign.