According to ISPO News, we make approximately 10,000 decisions a day, and “products that evoke emotions always win.” Humans base 90 percent of their decisions on emotion, which when you think about it is an astounding statistic. Nonprofits have a distinct advantage over for-profit businesses in offering their donors a lot of what they need for their decisions, emotion.
Fortunately, today we live in a world of digital marketing and social media. It seems like everyone wants to be immersed in images and videos that help convey stories. It is especially true for nonprofit organizations because never has it been easier to help your community visually understand what you do and the impact you’re making.
There are several tools and easy strategies to become a master at employing tactics to trigger the emotions of your champions so they can support nonprofit by spreading the word, raising awareness and donating:
- Image with No Copy – When you’re looking at a picture you want to post to Facebook, Instagram, or Twitter, take a moment to think about it without any caption or story. Ask yourself if the image alone conveys what you want to tell. If no text accompanies it, does the picture tell the story on its own? If so, this is an image you should share in digital marketing. If you don’t feel something when you see the picture, you may want to reconsider it for something stronger.
- Facebook – This social media platform is by far the largest on the planet with over 2 billion users––and counting. As you probably know by know in the last years, Facebook has made strategic decisions to limit organic reach for nonprofits to about 1 percent. Although the social network does not publish its algorithms, there is a distinct preference for pictures and, increasingly, video. Many nonprofits have a Facebook Page and should use it as an opportunity to market their brands daily. Keep in mind when you’re posting to your page that you want to become known for your images, which increase the chances of your followers sharing them with others.
- Design Tools – If you want to share compelling images, but you’re not a designer, have no fear. Tools such as Pablo by Buffer or Canva allow almost anyone to become an artist. Each allows you to search their library of images, or upload your own photos. Place a quote or an interesting fact on your picture and share it easily across your social media accounts. In a few minutes, you can create thought-provoking visuals to share like a pro with your followers.
- Remember Your Supporters – To engage donors and supporters in your work and to help drive emotion, it’s always important to show photos of those who represent who and what you serve. But, did you know that some of your images should also include your donors and supporters participating in your events or volunteering? These images, coupled with compelling captions, quotes or stories go a long way to communicate what you do. They also help prospective donors and volunteers see themselves as supporters of your organization.
If you are consistent with the above-mentioned “how-to’s” by posting to social media daily and reviewing your analytics, you will strategically increase your brand recognition and even revenue base. All you have to do is take inspiring images and videos that capture peoples’ emotions about your organization.
Author of “Not Your Father’s Charity: Grip & Rip Leadership for Social Impact” (Free Digital Download)
© 2017 Wayne Elsey and Not Your Father’s Charity. All Rights Reserved.