Maintaining a strong connection with your donors along the way is crucial to bringing your support network to new heights. One of the most effective ways to do this is by strategically posting campaign updates.
A powerful fundraiser update will make your donors feel involved, reassured, and part of a positive movement. It can also represent significant milestones in your fundraising journey and act as a one-of-a-kind opportunity through which you can gather information from your donors, measure their engagement, and even educate them about your organization’s vision and history.
What makes an effective update?
- Personalization. Your update should ultimately be written with your supporters in mind. Use personal pronouns (such as “we”, “us”, “you”) when appropriate as you convey your messages.
- Concise and easy-to-read formatting. Use bullet points, bolded headlines, and other distinguishers when appropriate to make the content as easy as possible to navigate.
- Connecting to the story and rhetoric of the campaign (and organization as a whole). A consistent tone and word choice will evoke the sense that your donors and supporters are sharing in the experience of your fundraising journey.
What content should I post in my update?
- Images and videos. Be sure to check out our article on how to create outstanding visual content here!
- Verbiage. You can post updates to share an appreciation for your donor base. Successful fundraisers often highlight top donors and when major milestones are reached -- such as when they’ve raised 25%, 50%, or otherwise of their total goals.
- Engagement. You can use updates to your advantage by collecting details from your donors and measuring their engagement with your fundraiser and organization on a larger scale.
Here are some examples of content that falls in this category:
- Mailing list invites
- Invitations to webinars or events catered towards the donor base
When should I post my update?
- Time of day. Based on SproutSocial’s 2020 study on social media engagement, the posts with the highest engagement on various popular outlets are often shared on weekdays in the late AM to early afternoon, with Tuesdays and Wednesdays being most popular. Weekend posts witnessed the lowest amount of engagement.
While this may or may not be entirely relevant to your specific organization or fundraisers, the time of day you post your update is a good thing to consider if you are looking to maintain optimal engagement.
That said, if your goal is to overcome low social media engagement, we suggest posting at multiple times with a variety of different content so you can see which posts connect the most with your organization's social media network.
- Frequency. In most, if not all cases, updates can be used successfully when posted on a recurring basis to act as progress updates.
You can measure fundraising progress by how much time has passed since launching it, how much time is left before the fundraiser ends (used often when fundraising for an event), the amount of funds raised, how many donations have been received, or otherwise.
The important thing is to remain consistent.
It might also help to draft yourself a timeline representing the lifeline of your fundraiser so you can set goals and benchmarks to check your progress and indicate when to post a new update.