Barfing Rainbows? Targeting the Millennial Donor with Snapchat for Nonprofits
Beth Kanter‘s blog article explains why nonprofits are never too old to barf rainbows—or for those of us over the age of 24—why Snapchat for nonprofits is an effective way of engaging Millennial donors. Ms. Kanter has over 30 years working in the nonprofit sector in technology, training, capacity building, evaluation, fundraising, and marketing. Beth has trained thousands of nonprofits around the world and is considered an influencer in the sector having authored several books on topics relating to nonprofit success.
Fundraisers are great opportunities to raise money, right? Wrong—well, sort of wrong.
Often hosted just a few times a year, these races, picnics, galas, and more are great opportunities for nonprofit marketers to learn more about their communities, members, and donors. Rather than chasing down your website visitors to complete sample surveys or connect with your team over the phone, you can have a good old fashioned conversation.
Rule #1 is to tone down the selling. Focus on getting to know your event-goers on a personal level so that you can empathize with them. Human connections are often difficult to replicate online, so it’s important to make the most out of all the face time that you have—it’s a treasure trove. And because your donors are often busy individuals, it’s rare that you’ll be able to wrangle them into a room together.
If You Want To Engage Millennials, Snapchat for Nonprofits Is Nothing to Laugh (or Barf) At
Snapchat for nonprofits is a great way to engage Millennial supporters who, by far, outpace every other demographic using the social platform. By posting pictures and videos from recent events, volunteer opportunities, and more, you can keep your younger supporters engaged, especially when you consider that Snapchat boasts over 100 million daily active Snapchatters and growing.
It’s also a great place to show what a day in the life of your organization looks like from behind the scenes by demonstrating the tangible ways your Millennial donor‘s contributions are helping your cause. For instance, showing volunteers delivering clothes for the homeless, rescued animals eating the pet food your donors’ dollars have provided, or showing members building houses for families in need.
Organizations should try to post updates in the “My Story” part of Snapchat on at least a bi-weekly basis. Showing your Millennials the impact of their donations not only makes them feel good, but it keeps them interested and involved with your cause to keep them giving on an ongoing basis.
Another effective way to engage the Millennial donor is with mobile messaging. Research shows that in addition to social media, they respond best to text messages. In addition to texts about the great work you’re doing, personal text messages can include fundraising event invites, event reminders, crowdfunding campaign updates, and donation thank yous.
Summary: Snapchat for nonprofits opens a new channel for reaching and engaging Millennial donors that use the social media platform on a daily basis to receive snaps and stories of interest to them—much in the same way they read and respond to text messages—for the causes they support.
Charitable Giving By Generation Infographic
Learn how your organization can effectively target not just Millennials, but all demographics of donors to start raising more money today!