A fundraising campaign doesn’t end once a supporter makes a donation: It’s important to set up a really great action for donors to take after they’ve given! Chipping in makes folks more connected to a cause, so they’re eager to spread the word by posting about their donations on Twitter and Facebook. Make the most of this energy by creating custom social share settings that show up whenever a link to your contribution form is posted online!
Custom social share settings will make the donors sharing your forms feel like a part of your movement and will help make your brand more recognizable. While your own social media presence is crucial to your success, you have an opportunity to reach an even wider community when your small-dollar donors post about your work. And donors don’t just help you reach a wider audience — they often share their personal connection to the cause, which helps move others to action! Getting your social share perfect isn’t always easy, so here are some tips on how to get the most out of your social share.
First, check out how to use ActBlue’s tools to customize the images, titles, and descriptions for your Twitter and Facebook social shares here (including how to make reusable and default settings!). Once you’re familiar with the basics of social share settings, think critically about your goals. Beyond getting the word out to new audiences about why your mission matters and giving supporters an action to take after donating, you are promoting your professional brand. Your social share is a representation of your campaign or organization that will be seen by many. Your image and text should reflect your values and goals, while empowering people to join you.
1. Keep in mind who your audience is on each of these platforms. Are you targeting the same supporters on both networks? For example, according to Sprout Social, in 2021 more men than women use Facebook and Twitter. While Facebook is generally used by people of all ages, Twitter is generally used by a younger audience, with 44% of users ranging from 30-49 years old. Once you have an idea of the audiences you might be reaching on each platform, it’s easier to craft your message.
2. Just as Twitter and Facebook’s audiences are different, so are the dimensions for images and graphics. Check this handy guide to ensure that you are uploading the correct size! Make sure the graphic you choose to include is as compelling and thoughtful as your message. Think carefully about whether or not you want the graphic to depict an image, text, a donation button, or a combination of all three. What is most important is that your image reflects your brand. Using the same colors, fonts, logos, and images as your form branding is a great way to build your brand and create continuity across platforms. You can use our easy template to make a simple, professional graphic that matches the rest of your online presence.
3. Keep the custom titles and descriptions for your social shares short, so they don’t get cut off! You can check to see how your text (and graphics) will look on Twitter using this resource and on Facebook using this resource. Always remember to use inclusive language that builds authentic, horizontal relationships with your supporters — this can be as simple as writing “We can win, but only if we do it together” instead of “We have the solution, and we need you to help.”
4. Twitter is all about keeping things short and sweet. Keep your custom tweet text to 71-100 characters for the most retweets. You only have a couple seconds to make an impression while potential supporters are scrolling through their feed. Using action-oriented language that motivates and empowers readers is a great way to engage with people whose values align with yours. Instead of explaining why people should care about your mission, explain why they should act!
5. There are additional best practices to keep in mind when posting links to contribution forms from your own accounts! You can explicitly ask supporters to retweet a post from your Twitter account that features your social share for an increase in retweets. For peak engagement on Facebook posts, you can use up to 100-119 characters. While 19 more characters than a tweet may not seem like a lot, it can add up and allow you to squeeze in a few more words about why it is crucial to make a donation now. And no matter where you’re posting, a call to action is critical in motivating those who come across your social share.
There is no one way to create a compelling social share — just make sure you energize potential supporters and share what makes your campaign or organization worth their donation! If you are looking for more social media strategies for your campaign or organization, there are many different resources to help you hone your message and create a strong social media presence. Sprout Social has a guide for political campaigns looking to improve their digital skills. TechSoup has nine tips for nonprofit organizations that are trying to get a better handle on the growing world of online fundraising.
Your supporters feel a personal connection to the cause when they donate. Giving them an opportunity to share their contribution on social media is just another way to empower and uplift the voices of small-dollar donors, so take a minute and customize your social share today!
