How Nonprofits Can Work With Influencers To Spread The Word?
In an age when every scroll on social media is an opportunity for discovery, non-profits have a uniquely powerful opportunity on their hands.
The potential of social media for noble causes is nothing new, what’s gaining traction off-late is nonprofits engaging influencers to further amplify their reach and engagement.
Capable of swaying public opinion and inspiring action with a single post on Youtube, Instagram, or Snapchat, these individuals are a perfect match for organizations working towards noble causes, but operating on a shoe-string budget.
So, how can these organizations navigate this dynamic landscape and turn online buzz into real-world change? Let’s unpack the strategies that can transform a non-profit’s message from a whisper into a roar, resonating across the vast expanse of the digital world.
Identifying The Right Influencers
Influencers come in all shapes and sizes, and not all of them might be suitable for your organization. This means there is a great deal of effort that goes into identifying and shortlisting the ones that best align with your goals.
- Think Compatibility, Not Just Popularity: It’s not just about finding influencers with a gazillion followers. What matters is their audience aligns with your cause. Like, if you’re an environmental non-profit, an influencer passionate about sustainability is your go-to person.
- Real Stories, Real Impact: Influencers who share personal stories or have a genuine connection to your cause can create a more authentic and compelling message.
For example, an influencer who has been publicly vocal about their struggles with mental health issues stands to add a lot of value to an organization that works to promote mental health awareness, since their audiences are already better aligned with your goals and vision.
Building A Relationship
Once you know which influencer you want to work with, you need to understand that it’s a little harder than just hitting them up and asking for an endorsement.
- It’s A Two-Way Street: You’re not just asking them to do you a solid. Understand their goals, and see how your non-profit can add value to their content.
Maybe your cause gives them a new angle for their posts or helps them reach a different demographic.
- Keep It Real: Authenticity is key. If an influencer feels like they’re just another item on your PR checklist, they might not be too keen on working with you. Treat them like a partner, not a billboard.
Crafting The Message
Influencers with a sizable following get bombarded with messages, many of them from non-profits such as yourself, asking for similar endorsements.
In order to stand out, and get a favorable response, the key is crafting a message that best grabs attention, while selling your overall proposition.
- Storytelling Over Stats: Numbers are great for reports, but stories are what stick with people. Encourage influencers to tell the story of your cause in their own words. It feels more personal and relatable to their followers.
- Flexibility Is Your Friend: Allow influencers some creative freedom. They know their audience best, so if they think a funny meme or a heartfelt video is the way to go, trust their judgment.
Social media campaigns, even when spearheaded by popular influencers, have a limited window of opportunity. Given the sheer amount of content that gets produced every second, you will have to identify approaches that help in maximizing impact on target audiences.
- Timing Is Everything: Launch your campaign when it’s most likely to resonate. Like, World Environment Day for environmental causes or International Women’s Day for gender equality topics.
- Engage, Don’t Just Broadcast: Encourage influencers to interact with their followers about your cause. It’s about sparking conversations, not just dropping a post and ghosting.
Before embarking on such campaigns it is good to jot down your goals, which should ideally be quantifiable, or measurable. This can then be used to measure the effectiveness of each campaign, to better chart the course of your future endeavors.
There are a lot of advances in the field of quantitative marketing that are unlocking significant value for organizations. Marketing automation in nonprofits, while still at nascent stages, is gaining ground real quick.
- Look Beyond Likes: Sure, likes are cool, but what about the actual engagement? Comments, shares, and the quality of conversations are where it’s at.
- Feedback Loops: Regular check-ins with influencers can help you understand what’s working and what’s not. Maybe their followers are super into volunteer stories, or maybe they want more info on how their donations are used.
Influencer marketing is not a one-off engagement, and in order to make the most of these partnerships it requires maintaining and building relationships consistently.
- It’s Not A One-Off Thing: Building long-term relationships with influencers can lead to ongoing support for your cause. It’s like having an extended team rooting for you.
- Appreciation Goes A Long Way: Everyone likes to feel appreciated. A simple thank you note or shoutout can make influencers feel valued and more likely to support you in the future.
So, there you have it. Collaborating with influencers can be a game-changer for non-profits. It’s all about finding the right match, building a genuine relationship, and crafting a message that resonates. And remember, it’s not just about a one-time campaign; it’s about building a community around your cause.