How nonprofits can succeed with Instagram fundraising Challenges
The social fundraising landscape continues to grow. Non-profits discover challenges can thrive across multiple platforms. Therefore, the focus is not just on Facebook anymore. Instagram proves especially interesting for fundraising. This is because its visual, aspirational culture connects with people differently. Instagram’s unique audience, combined with creative storytelling tools, makes it a valuable space. Non-profits use it to engage new supporters.
If your organization considers Instagram for social fundraising, much lies ahead. Our recent webinar with the Digital Fundraising Academy and Pieta covered key topics. We looked at why Instagram Challenges work. Furthermore, we shared campaign insights, platform benefits, and practical tips.
Read on for a quick recap of our panel’s top tips when it comes to Instagram fundraising!
Rethinking Challenges Across Platforms
Why Instagram Matters
As we often say, fundraising starts where your supporters are. It doesn’t start at the fundraising page. You cannot just create an event and hope supporters stumble upon it. Instead, non-profits meet supporters on the platforms they already use. While Facebook launched social Challenges, it is just one platform.
Many organizations now embrace social Challenges across various platforms. They create engaging campaigns. This reaches supporters wherever they spend time online. Imagine this: You run a dog-walking challenge. It uses an Instagram-friendly hashtag. That same challenge can be shared across Facebook and TikTok. This allows supporters to participate in a way that feels natural for them.
By tailoring a campaign theme, non-profits reach a broader audience. This makes participation easy. Crucially, this approach helps non-profits move beyond Facebook. This is especially vital in regions where Facebook fundraising is no longer available.
Platform Advantages
Instagram’s combination of visuals, stories, and reels makes it a great content sharing space. It offers an ad suite similar to Facebook’s. Thus, it provides flexibility in targeting and engagement. It also reaches a slightly different audience. Instagram’s visual appeal works well for cause-based storytelling. It creates moments that inspire support.
Instagram lets non-profits connect with younger demographics. These users might not be active on Facebook. Campaigns reach new audiences at a lower cost per lead. They still deliver a high average donation. Furthermore, less time is spent on group moderation. This frees up time for personal engagement through other channels.
Case Study: Pieta’s “Jog in July” Challenge
Pieta, an Irish non-profit, recently held a Jog in July Challenge on Instagram. This campaign was a direct response to Meta removing fundraising tools in the $\text{EEA}$.
The Challenge had over $\mathbf{1,000}$ sign-ups. It saw a high fundraising average. Participants were encouraged to join via email. An impressive $67\%$ of them opted in to stay connected. Ultimately, the campaign raised $\mathbf{€48,710}$ on Instagram alone. Additional funds came from Facebook.
Pieta’s approach offers valuable insights:
- Tracking: They used different tracking links for Instagram and Facebook. This let them measure each platform’s contribution.
- Incentives: They broke from the norm of providing physical items upfront. Instead, they focused on engagement. They offered $\text{T-shirts}$ only to those who raised $\mathbf{€250}$ or more.
- Email: Without a Facebook group, email was their key engagement tool. They kept participants motivated using GivePanel’s email journeys.
- Setup: Pieta used GivePanel’s JustGiving integration. This made starting easy for participants with just one click.
💡 Top Tips for Your Instagram Challenge
The Digital Fundraising Academy has helped several non-profits run successful Instagram Challenges. Here are essential planning tips:
1. Create Ads Designed for Instagram
Instagram is a highly visual platform. Therefore, your ad creative needs to stand out. Build an ad campaign specifically for Instagram. Prioritize bold visuals and clear messaging. Use an aspirational tone that resonates with your audience. Focus on engaging imagery or short videos that tell a story. These tend to perform well.
2. Use Meta Lead Forms
Meta Lead Forms are a fantastic tool for gathering participant information. They work directly on Instagram. Their simplicity and pre-filled fields make engaging easy.
To maximize Meta Lead Forms:
- Call-to-Action ($\text{CTA}$): Include a clear $\text{CTA}$. Encourage participants to complete registration by adding a compelling button.
- Follow Up: Send an email right after someone fills out the form. This keeps up the momentum. Furthermore, it converts leads into registered participants.
With GivePanel’s new Meta Leads integration, this process is even smoother. Automated emails send immediately after a supporter completes a Lead Form. This nurtures their interest and guides them into fundraising.
3. Provide a Sleek Registration Form
Just like with Facebook Challenges, simplicity is key for Instagram participants. Use a streamlined, mobile-friendly registration form. It must be quick to fill out. Tools like the GivePanel event registration form combine with a one-click JustGiving fundraiser setup. This lets supporters get started immediately.
4. Focus on Email Stewardship
Email is your main channel for engaging Instagram participants. You can invite Instagram fundraisers into a Facebook group if desired. However, most stewardship should happen via email. Keep your communications consistent, personal, and action-driven. Share updates, tips, and inspiring stories. Encourage participants to reply or share their progress.
📈 When to Consider Instagram for Your Challenge
How can you tell if Instagram is the right platform for your next Challenge? Start by looking at your data. If more than $10\%$ of your social fundraising income comes from Instagram, that’s a clear sign you have an engaged audience there.
Using Instagram helps you connect with supporters where they already spend their time. Tailoring your campaign to their preferred platform creates a more inclusive experience.
Instagram also offers flexibility. It allows you to direct participants to the platform that best fits their needs, like JustGiving or GoFundMe. This keeps the process smooth for supporters. Ultimately, it helps build stronger connections with your cause.
Get In Touch
If you’re interested in exploring Instagram for your next campaign, now is the perfect time. Find out how GivePanel can support you. Book a 30-minute, personalized demo with one of our team. We’ll show you the ropes, provide tailored advice, and answer any questions you may have.
- Book a Demo: https://givepanel.com/demo/
- Digital Fundraising Academy Website: https://digitalfundraising.com/
- GivePanel JustGiving Integration: https://www.justgiving.com/for-charities/integrations/givepanel