Non-profits and other charities are finding social media offers a wide range of outreach potential, and you should get on board too! Pinterest, the photo-sharing social network, has gained a powerful following by connecting people based on shared tastes and interests. Using photography, infographics and other visuals, non-profits and charities can begin to expand their outreach efforts and spread the message of their mission.
As of February 2013, Pinterest had about 25 million users, and according to SlideShare, nearly 1.5 million of those users spend an average of 15 minutes a day on the social media network. The social sharing site has a largely female user base making up almost 90 percent of total users, and most of them are between the ages of 25 and 45. As a result, Pinterest is highly effective at reaching this target audience and should be used strategically to increase awareness and improve fundraising efforts.
If you are involved with NGOs or are hoping to get your charity dare off the ground, the following are some great guidelines to keep in mind when using Pinterest strategies to build and audience.
Know your audience
As previously mentioned, a majority of Pinterest users are tech-savvy women between the ages of 25 and 45. Therefore, it makes sense to dedicate a Pinterest strategy toward this demographic by catering to common needs, desires and interests. A great place to start is with this group, as they can make your idea or content go viral quickly and effectively.
Boost fundraising efforts with retail therapy
The most popular industries on the social media network are fashion, home décor and retail. Top brands in retail average 46 repins for every pin and those who are engaged in the space are avid followers. Digitas reported that those who purchase items referred to them by Pinterest spend more at check out, between $140 to $180 spent per order, compared to those social media shoppers directed to a brand by Facebook or Twitter, between $60 and $80. To boost fundraising efforts, consider offering retail items like clothing, bags or accessories to women that speak to the movement. Women of this demographic are typically cause oriented and they will enjoy the act of purchasing an item that supports a cause and provides a physical reward for the donation.
Create active competitions
Boost engagement with a Pinterest page and increase awareness by encouraging followers to create boards dedicated to the organization or movement. Set ground rules and create a hashtag so that all images are easily tracked and those in charge of social media for the non-profit or charity can determine who has submitted images that best fit the needs of the cause. Every time a follower pins an image to his or her board and adds a hashtag to the cause, their followers will see the image – increasing potential awareness.
Image source: http://www.begeek.fr/lessor-spectaculaire-de-pinterest-illustre-en-une-infographie-56613