Like all communications strategies your approach to social media marketing should be driven by the purpose of the campaign. What must change and who needs to be reached so as to bring about change? Within the overall communications plan, the social media strategy defines how to capture the attention of the target audiences and convey a compelling campaign message through social media in a way that supports your overall campaign goals.
Goals
Your online goals and your charity business goals should be aligned. Your charity business goals are most likely to include increasing income, and so should your online goals.
You may be getting lots of shares on Facebook, YouTube views or likes on Twitter, but do you know the value of these actions? Your social media marketing goals should be as closely tied to fundraising revenue as possible, either directly through donations or through lead generation.
It’s okay to have more than one goal. But most importantly, make sure they drive real fundraising value and remember, whatever your end goals may be, make them concrete, measurable and achievable. How else will you be able to measure them and determine if you have in fact succeeded in achieving them?
