For development teams at nonprofits, the most common way to use social media is to paste web articles into Facebook.
This is good, except…is it always interesting?
Let’s say you are a supporter of your organization on Facebook. Imagine it’s the end of the workday. You are waiting for your bus to take you home for your daily commute. You’re zapped. You’re craving that turkey chili you’ve loaded into the slow cooker that morning and you’re eager to see your family when you get home.
To kill some time, you begin scrolling through Facebook on your smart phone. You soon see a headline on your timeline, “Consider a Charitable Remainder Unitrust,” but then become distracted by a photo of your friend’s new baby and then a cat video by your cousin. Chances are, you continue to sift through the social clutter and never return to the article.
What This Means
If your organization is already managing a social presence or just starting out, it’s crucial to understand that:
A. Donors are spending a lot of time on social.
B. They are discussing philanthropy on social.
C. They feel that they have little time to read everything on social.
D. Eight out of 10 people will read headlines; two out of 10 will read articles.
Your Next Steps
Customize headlines to your audience when posting links to Facebook or Twitter. It’s worth your time—and maybe your donors’. In our next blog, we’ll talk about the importance of posting photos in Facebook or Twitter when promoting an article or event.