29-year-old billionaire founded FTX in 2019, and said he regrets spending his early years “playing video games.” Now, he’s trying to make up for lost time and the “low name recognition” of his crypto brands by hitching their wagon to bigger brands. FTX recently agreed to pay $135 million for the naming rights to the N.B.A.’s Miami Heat arena for 19 years.

Deals

  • ByteDance, the Chinese parent of TikTok, has reportedly delayed plans to go public because it hasn’t devised a corporate structure that would win approval from Washington and Beijing. (South China Morning Post)

  • A close look at the efforts by the Carlyle Group’s C.E.O., Kewsong Lee, to catch up to his private equity rivals. (WSJ)

Politics and policy

  • The law firm Jones Day has rehired at least seven lawyers who worked in the Trump administration, cementing its status as a top outpost for Republican legal experts. (FT)

  • Advisers to wealthy Americans are studying various strategies to minimize the hit from the Biden administration’s proposed tax hikes. (Bloomberg)

Tech

  • Ant Group, the Chinese fintech giant, reportedly plans to offer employees zero-interest loans backed by their stock options to bolster morale. (Bloomberg)

  • The culture of Travis Kalanick’s food-delivery start-up, CloudKitchens, is said to closely resemble the “bro-y” early days of Uber — and it’s losing workers as a result. (Insider)

Best of the rest

  • Honda said it expects all cars it sells will be electric by 2040. (Bloomberg)

  • One of the men who created the “Yale model” of endowment investing says the strategy is past its prime. (FT)

  • An eye-opening look inside the “slander industry.” (NYT)

We’d like your feedback! Please email thoughts and suggestions to dealbook@nytimes.com.

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How Nonprofits Can Use Social Media To Increase Donations And Boost Visibility

 

By Jacqueline Tabas

Amidst the Covid-19 crisis, nonprofit organizations have faced onerous financial burdens. There has been a high demand for their services, which taxes their resources, yet their ability to bring in volunteers and host in-person fundraising events has been limited.

Nonprofits rely on donations in order to survive, and during the pandemic, fundraising has become even more challenging. As a case in point, The Salvation Army reported in December that fundraising was down 18% compared to prior years.

However, thanks to the power of social media, there are strategies nonprofits can use to achieve their fundraising and marketing goals. As people become more comfortable with their digital devices during the pandemic, they provide nonprofits with a captive audience for engagement.

If you run a nonprofit, here is how to take advantage of the unique opportunities offered by social media to increase the success of your organization.

Benefits of social media marketing for nonprofit organizations

Social media is an effective marketing tool for a nonprofit organization. Some of the key benefits include:

 

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Many well-known nonprofit organizations, have employed social media tactics in successful marketing campaigns:

World Wide Fund for Nature: The World Wide Fund for Nature created a successful interactive content campaign called Earth Hour. The annual Earth Hour campaign requests that people turn off their lights for one hour and uses the #EarthHour hashtag (among others) to invigorate followers. In 2020, 90 countries and territories took part in the event and it generated over 4.7 billion global social media impressions.

Make-A-Wish Foundation: The Make-A-Wish Foundation has granted wishes to a myriad of children since 1980. Reportedly, the Foundation’s efforts fulfill a child’s desire every 40 minutes in the United States. Make-A-Wish shares all its video wishes on its YouTube channel. Videos of the children receiving their wishes are also published on the foundation’s website as well as its Facebook and Twitter accounts. This strategy has increased Make-A-Wish’s interaction. You can view the success of their efforts here.

Save the Children: The goal of Save the Children is to improve the lives of children around the world. Notably, the organization targets children living in war zones. Save the Children created a video where a Western child was shown in a situation that a child living in a war zone would face. The footage helped donors better understand and empathize with these children and was responsible for a multitude of donations and video shares:

Amnesty International: Amnesty International uses Twitter to raise awareness of ongoing campaigns and current social issues. Its Twitter profile has 4.2 million followers and has posted nearly 33,000 tweets.

Wings of Rescue: Pet rescue organization Wings of Rescue transports at-risk shelter pets from disaster areas and overcrowded shelters to shelters with empty kennel space. The organization has done a great job posting videos on YouTube, images on Instagram, and posts on Facebook to bring in donations.

Most popular social media platforms for nonprofits

While there are many social media platforms out there, here are the most popular ones used by nonprofits:

Facebook

With over 2.8 billion monthly active users, Facebook continues to be the most popular social media channel.

Facebook success strategies:

YouTube

With over 2 billion monthly active users, the online video-sharing platform owned by Google is extremely popular. Many businesses, nonprofits, and influencers use YouTube to market their products and services.

Video content is more expensive and time-consuming to create than articles or images, but this type of content has the biggest engagement among audiences. With your nonprofit, you can set simple, yet stylized ways to shoot content, even from your office (or home office).

YouTube success strategies:

Additionally, Google covers all of the starter fees, so that nonprofits will receive the maximum funds raised.

Instagram

With over one billion monthly active users, Instagram is a video and photo-sharing app owned by Facebook. It is popular among 18 to 34-year-olds.

Instagram success strategies:

Twitter

With over 330 million monthly active users, Twitter is a site where users post and interact with other users via mini-messages called “tweets.” Many businesses have used Twitter to increase their visibility and engagement with consumers.

Twitter success strategies: 

Pinterest

With over 469 million active monthly users, Pinterest is a platform for promoting, saving, and finding information via visual content, and has evolved as a way to showcase a brand, a business, or a nonprofit. It provides an optimal outlet to showcase strong visual content and can serve as an additional engagement tool to drive traffic to a nonprofit’s website.

According to Lisa Sherman, president and CEO of the Ad Council, “Pinterest is a place where people get inspired and then take action. Leveraging the platform gives nonprofits a unique, impactful way to share their causes and encourage people to support them.”

Pinterest success strategies: 

LinkedIn

With over 310 million active monthly users and 740+ million registered professionals, LinkedIn is the leading employment networking platform.

Nonprofits can use LinkedIn to contact professionals involved in social responsibility or philanthropy. Large corporations have senior employees coordinating donations and partnerships with nonprofits, and these employees all have a presence on LinkedIn. You can use the platform to network with these individuals and develop advocates for your cause.

LinkedIn success strategies: 

TikTok

With over 1.1 billion active monthly users, TikTok is a video-sharing social platform for short-form videos. It has become enormously popular with Generation Z.

With TikTok, you can create videos tied to emotional music, and intertwine the video with a trending hashtag. Inputting emotion and having a trending hashtag has helped TikTok videos go viral and garner more followers.

TikTok success strategies: 

Oregon Zoo TikTok campaign video

American Heart Association TikTok campaign video

Save the Music Foundation TikTok campaign video

National Walking Day TikTok campaign video

More social media tips for nonprofits

Here are some general tips to keep in mind no matter what platform you use:

Additional marketing strategies for nonprofits

Consider the following marketing strategies to supplement your social media program:

For example, GoFundMe.com reported that a five-year-old boy wanted to help less fortunate children during the holidays. He led a 20-minute meditation session and then asked his attendees to donate to the Coalition for the Homeless in his name; he raised $30,000.

You can then build up your newsletter subscriber list, which becomes a valuable asset to maintain engagement with clients or donors.

Social media—a cost-effective strategy

A nonprofit organization can use social media to increase donations and improve its visibility by successfully employing a comprehensive social media marketing strategy. Starting and implementing a coherent strategy may take a lot of time and effort, but it has been shown to be an extremely cost-effective marketing method for many organizations.

RELATED: 7 Rules for More Effective Social Media Marketing

About the Author

Jacqueline Tabas is a content marketer and social media manager based in San Francisco. Jacqueline has extensive experience in content marketing, content development, blogging, copywriting, posting, and conducting analytics for Facebook, Instagram, YouTube, Twitter, and other social media sites. She has been an advisor on social media marketing to many organizations, including nonprofits, technology companies, retail companies, and fashion brands. Connect with Jacqueline on LinkedIn.

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