By Terry Ibele
Many nonprofits create a message for their donation campaigns on social media the same way they would an ad for their organization.
They say things like, “Support our organization…” or “You can help us by…”
The problem is these types of messages ask millennial to do something with little context — the same way advertisements do.
Michael Brenner, Head of Strategy for NewsCred gets this. He’s also discovered what actually captures a millennial audience.
In his words (and as a millennial, I 100% agree), “Millennials don’t want ads. They want stories.”
The nonprofits who understand this see amazing results. And thankfully, more nonprofits are jumping on board with sharing stories instead of ads.
Here’s an example, which I find quite powerful.
In May 2014, Edgar’s Mission, a farm animal sanctuary in Australia was given Frostie, a baby goat that could not use its back legs. Using donations, the sanctuary was able to build a wheelchair for the goat to help him get around.
Here’s a picture of Frostie:
Instead of asking people to support their organization, Edgar’s Mission wrote and shared an emotional story about Frostie:
“They cry like little babies, because they are little babies! Meet Frostie the Snow Goat. At just a few days old, Frostie’s pitiful little bleats pierce the ears and the heart just like the cries of a human baby…”
To accompany the post, they also created a two-minute video showing Frostie’s journey.
The results were incredible.
Over two million people watched Frostie’s video and thousands more shared his story on social media.
One prominent Facebook page, The Dodo (an animal awareness organization targeted to millennials) shared Frostie’s video with their followers, where it received another 5.5 million views, over 252 thousand likes, 107 thousand shares, and 11 thousand comments — incredible awareness for Edgar’s Mission.
That’s the power of creating an emotional story.
But maybe you don’t have an emotional story about a cute animal to share — that’s okay.
I’ve seen small nonprofits draw stories from the people their organization has helped, volunteers, EDs, staff, and supporters. Some easy places to start looking for good stories to share, as nonprofit storytelling expert Vanessa Chase suggests, is in your founding story, your vision story, your movement story, and your impact story.
From what I’ve seen (and can also attest to as a millennial), sharing an emotional story is the best way to capture a millennial audience.
The next step is simply connecting your story back to an ask for a donation.
I’ll cover how to do this on three of the most popular social media platforms, but first I’d like to point out the number one thing nonprofits get wrong when it comes to engaging millennials on social media.
The Number One Thing Nonprofits Get Wrong When it Comes to Engaging Millennials on Social Media
Read more here:: B2CMarketingInsider