Creating digital content for a non-profit organisation is all about striking the balance; you want to gain a valuable reputation and show the authenticity of the cause whilst being careful not to appear as a desperate donation demander.
For the last 6 weeks I’ve been doing exactly this – maintaining a positive, action-making space and encouraging engagement – for an organisation called ‘Partners For Change: Ethiopia’.
It’s been really interesting watching the page grow, so here are 6 things I’ve discovered along the way…
Strong visuals are key
I used a platform called ‘Canva’ to make the charity’s pictures more eye-catching and interactive, often adding thought-provoking text or quotes and the Charity’s logo. Adding a log ensures that each time people shared the post, it was both recognisable and traceable back to the charity’s brand.
Adopting a friendly, informal tone for posts encourages conversation within the page’s community.
Additionally asking questions such as, ‘what would you do?’ and ‘does anyone have any ideas?’ helps to further engage the audience. We want to encourage discussion and response; emotion triggers sharing, which helps gain a wider reach.
Focus on your goals
In the case of most charitable organisations, the ultimate goal is to raise money for the cause it supports through donations and sponsors.
Getting 50 new likes is one thing, but converting these likes into donations is another matter entirely. Staying close to your aims and ambitions and being forward-thinking builds a great reputation, which people are more likely to commit to.
Look at what similar pages are doing
Keeping an eye on activity on similar Facebook sites enables us to keep honing our content to improve engagement, whilst leveraging insights from other campaigns.
It’s really important to be conscious of your cause and of your audience when posting for a charity, as often you will be covering sensitive topics. Wording your posts consistently in an appropriate tone of voice has a hugely positive effect, as it makes the content more shareable, and reflects your relationship with your audience.
Looking at your Facebook insights gives you a detailed understanding of how your posts are performing. I log my results weekly into a spreadsheet so that I can observe reach and engagement patterns as they change, and adjust accordingly.
Selina is a Digital Content Producer at Formative, a UK-based content marketing agency helping businesses tell corporate stories. Formative creates compelling, intelligent content for our clients – everything from long-form insight & thought leadership, to infographics, memes, videos and webinars.