Your nonprofit should be on social media and should be partnering with influencers to help you get your message out there and build your follower base. How? Well, we’ve done our research and put together a few tips to help get you started and to make sure your nonprofit’s influencer campaign is as engaging as you hope!
1. How many followers your nonprofit’s influencer has.
This one isn’t too surprising: the larger an influencer/content creator’s follower base, the more impact their posts will have. The more popular they are, the more credible they look and more credibility translates into higher engagement rates. Even a slight increase in followers can result in a 9.2% increase in ROI.1
But, that doesn’t mean your nonprofit should ignore an influencers average engagement rate. There are a lot of popular influencers out there with lower than average engagement rates and a lot of “niche” influencers with above average engagement rates. So, remember to consider who you’re trying to reach.
2. How often your nonprofit’s influencer posts.
Post frequency is a bit of a trial and error thing. Finding the right frequency depends a lot on the influencer’s follower base. Some have higher tolerances for frequent posts, others not so much. But, one thing is for sure: an influencer has to post frequently enough to maintain a presence in their followers’ feeds.
So, look for influencers who post somewhere between 5 and 10 times per week. Choosing influencers who have mastered their posting frequency can increase ROI by around 54%.1
3. Does the influencer’s follower base relate to your nonprofit’s cause?
This one is important. Your nonprofit needs to find a balance between talking to people you know are interested in your cause and talking to those who could be convinced (influenced) by someone they trust.
Ideally, you’re looking for an influencer with around 9% of their follower base having interests that match your nonprofit’s cause directly or indirectly.1
4. How original are their posts?
Okay, this one’s important too. Followers don’t really want to see their influencer share something they didn’t make themselves. And the numbers back this up.
Influencers who post a greater proportion of original content tend to stand out more, attract more attention, and appear more knowledgeable and authentic.
- Does Influencer Marketing Really Pay Off?
Influencers who post a higher percent of original content earn a 15.5% higher ROI.1
5. Does the tone the influencer use sound genuine? Will it clash with your nonprofit?
Being genuine is all about finding balance. We all react well to positive posts (they suggest a higher and more honest level of endorsement), but too positive can come across as fake.
Remember that positivity can be shown through curiosity, participation, knowledge, personal stories, and not just tone of voice.
6. Does the post include links to your nonprofit?
This one is simple. Including a post to your nonprofit’s profile, website or fundraising event page can up your ROI by 11%.1 And, when you think about it, it's much easier to click on a link if there is a link to click on. Like this one that will take you to Zeffy's demo sign up page. You know, in cause you're curious to learn more about our 100% free fundraising platform for nonprofits...
So, influencers are important. But, the real reason nonprofits need to be on social media is:
Everyone is on them. So, yes engagement and ROI are important. But, so is awareness and trustability and just being where your donors, volunteers and team members are.
Keep learning (our sources):
1. Does Influencer Marketing Really Pay Off?
2. [STUDY] Social Media Industry Benchmarks 2023 Reveal How TikTok's Engagement Rate Is Decreasing.
3. What Is Influencer Marketing?
4. What is influencer marketing? - McKinsey & Company
5. What is Influencer Marketing? – The Ultimate Guide for 2023.
6. Maximizing Impact: How To Use Influencer Marketing To Drive Action And Achieve Your Goals.
