Make Influencer Marketing Work for Your Nonprofit
Feb 19, 2018
One way to make sure your nonprofit is heard above the digital din is to engage trusted people to spread the word about your cause and the great work you are doing to make the world a better place.
These people are known as influencers.
Although influencer marketing is a term that’s only gotten traction in the past few years, the concept has been around for literally centuries. Wedgwood china won the official endorsement of Queen Charlotte in Britain in the 18th century and today we have a steady stream of famous people trying to influence what you eat, drink, wear or drive.
The great news for nonprofits is that it’s not just movie stars and professional sports heroes who can be influencers.
In fact, people you interact with every day could be the influencers you need to boost your cause.
Essentially an influencer is anyone who has an audience with shared interests with whom you want to attract. That can be an expert in the sector your nonprofit works in, a board member, a volunteer, a big donor, a client or anyone else who has been touched by or supports your mission.
The other great news is that many of these people (known as “micro” influencers as opposed to more celebrated spokespeople who are “macro” influencers) are willing to serve as your surrogate and promote your nonprofit.
According to a recent GuideStar blog by David DeParolesa of Give Lively: “…new studies show that donors of every age group say they’re willing to fundraise for nonprofits via Peer-to-Peer, with over 90 percent of Gen Xers and Millennials reporting a willingness, and almost 80 percent of Baby Boomers saying the same.”
In order to leverage these surrogates, you need to do three main things:
1. Figure out who they are
2. Ask them to promote your nonprofit using their networks
3. Make the process easy for them
Who would make a good influencer for your cause? Think about the people you know who are passionate about your nonprofit. Boards tend to be populated by outgoing individuals who have a lot of connections or are problem solvers. Both tend to be able to influence others.
Volunteers are people who are donating one of the most precious commodities – time – to your organization. Have them talk about why they feel your cause is worthy of their time. It’s very likely to be something that will prompt someone else to support your cause too.
Stories about your clients and how your nonprofit helped them are some of the most powerful narratives around to generate support for your nonprofit. And if your clients are the ones who are willingly sharing those stories, it adds a level of authenticity that proves the effectiveness of your nonprofit.
The added benefit to all this is that these influencers will introduce your nonprofit to a whole new audiences, who in turn can share with their friends, families and colleagues.
It’s like the classic Faberge shampoo commercial from the 80s. “I told two friends about it and they told two friends and so on and so on and so on…”