With insights from the NGO, GiveIndia social media technique, Priyanka Prakash helps unravel how non-profits can profit from digital to garner assist for his or her causes.
By their social media posts, GiveIndia makes donation appeals, supporting the varied fundraising campaigns of their ambit. They discuss their initiatives, NGO companions, the affect they’re creating, and the milestones they’ve achieved. Model collaborations are additionally highlighted on social media. We discuss to Priyanka Prakash, Director and Head On-line Giving, Advertising & Partnership, GiveIndia to get extra insights into their technique and potential classes for comparable platforms and non-profits.
May you briefly inform us about your advertising methods to achieve extra folks, particularly on social media?
We share numerous tales of hope and affect that GiveIndia is making, hand in hand with a number of NGOs, corporates, and main manufacturers. Our followers have at all times engaged nicely with such content material and like to know extra about how their donations are making the correct affect. We attempt to at all times dish out the content material in artistic and modern (polls, quizzes, GIFs) methods to work together with folks. We additionally interact in numerous natural influencer outreach.
Do you are feeling social media helps you construct your NGO’s credibility?
Social media helps us talk with our followers, a few of whom are our donors. We use social media to speak about all our fundraising initiatives, NGO companions, the affect that we’re making, and in addition milestones that the organisation is attaining. We additionally spotlight all of the various kinds of partnerships and collaborations that now we have with manufacturers, corporates, and e-commerce platforms. By these real-time updates, we get a implausible likelihood to ascertain belief and credibility on social points with those that interact with us.
Which platforms work finest for you and why do you are feeling that’s so?
We’re equally energetic on Fb, Instagram, LinkedIn, and Twitter. Fb and Instagram have labored out nicely for us, with extra engagement, interplay, and conversions. Whereas Twitter and LinkedIn have additionally given us conversions, social media can be about getting our message throughout. Every deal with works otherwise, we will’t declare to have mastered all of them — we’re nonetheless studying.
What are your objectives relating to social media communication?
We really feel it’s a wholesome steadiness of fundraising, belief and model constructing, elevating consciousness of a lot of social points and increasing our giving group.
There are some templates you utilize to your social media creatives. May you inform us extra in regards to the artistic elements of it?
Our predominant goal is to maintain the creatives trustworthy, easy, and simple. We don’t need to complicate it by overdoing the design parts, so we at all times desire a neat and clear strategy. Though our campaigns could be very heavy and emotional, we consciously attempt to put up tales of hope with optimistic pictures.
Additionally Learn: Malala Fund: NGO branding with faces, illustrations & digital assets
How do you guarantee that you’re speaking in regards to the plight of your beneficiaries however not coercing folks into donating funds?
By our donation posts, we inform our donors and viewers of our numerous fundraising initiatives. There’s a donation enchantment with these messages which are positioned in a simple method and we don’t resort to any fraudulent or dramatic messaging to rip-off our donors.
What’s the importance of influencer advertising and celeb endorsements for GiveIndia?
We’ve collaborated with many influencers and celebrities within the latest previous for our COVID-19 missions. It offers us an important enhance in spreading our fundraisers to a wider vary of audiences. Largely now we have engaged in natural collaborations which additionally provides to the credibility of the campaigns.
How do model collaborations assist an NGO? May you give an instance of a hit story for GiveIndia?
Model collaborations add to the range of our donors and assist us develop our attain and giving group. NGOs need to attain out to a bigger viewers and construct consciousness round their respective causes. Working with manufacturers helps obtain this and attain the correct viewers and lend credibility to the NGO. A number of model campaigns additionally help with storytelling which helps convey extra folks into the giving fold.
On the peak of COVID-19, we have been lucky to have the assist of a number of manufacturers and e-commerce platforms resembling Flipkart, PhonePe, Myntra, Puma, Helo, Fb, Curefit, Grofers, Xiaomi, 1MG, FabIndia, Vogue, Zee Leisure, and plenty of extra. Every model/platform helped us unfold consciousness of the wants on the bottom, increase a lot wanted funds from a various vary of givers throughout the nation
Did 2020 and the pandemic change issues about the way in which you talk utilizing social media?
No, basically we adopted the identical ideas, although each put up turned in regards to the humanitarian and medical disaster. We had a really early response to the pandemic and launched missions and fundraisers for instant reduction. Our main mode of communication with our donors was by social media and electronic mail the place we launched and up to date them on the varied initiatives and groundwork that our NGO companions have been championing.
In terms of donation drives, are digital occasions simply pretty much as good as bodily occasions? May you share your experiences from 2020?
GiveIndia is predominantly an internet platform. We’ve at all times used digital platforms for fundraising and that gave us a number of insights and experience to fundraising throughout COVID-19 as bodily occasions have been utterly out of the image. I For India was the most important digital occasion we participated in, in collaboration with Fb, participating Bollywood celebs and music and sports activities stars. The occasion raised Rs 52 crore.
What are a few of the issues NGOs ought to take into accout whereas speaking on social media?
One ought to at all times take into accout the non-public area of the donors/audiences. Follow credibility and belief because it has no various. Preserve the messaging easy and simple and never unnecessarily complicate issues. At all times generate attention-grabbing and artistic content material to interact with the viewers.