Pinterest and Instagram Can Help Maximize Nonprofit Fundraising and Donor Engagement Efforts

I often write about the latest social media statistics, research and trends as they are important for digital nonprofit fundraising and engagement planning which has been the focus of our Social Media Series. Most recently I wrote about this in posts like 2013 Nonprofit Fundraising and Social Media Outlook and 2012 Results and Social Media in Review According to Nielsen’s The Social Media Report 2012. Current statistics on Facebook, Twitter, Pinterest and Instagram were released by Pew Research which gives insight into the landscape of social media users. Although the results are similar to other research in terms of popularity these statistics delve a little deeper and shed more light on where to capture target audiences by focusing on different platforms.

Needless to say Facebook continues to be king as the most used platform amongst the four analyzed with a whopping 67% of the 1,802 responding internet users use Facebook. What is most interesting is that although Twitter is generally considered the second most popular, it is not that much more popular than platforms like Pinterest and Instagram. Considering Pinterest and Instagram have only been around since 2010, their popularity continues to rise and gain on the others. However, according to the 2013 Nonprofit Communications Trends Report these new platforms were not popular with nonprofits as only 36% of responding organizations planned to try Pinterest in the coming year. Based on this Pew Research, the following are very compelling reasons why nonprofits should include both Pinterest and Instagram into their digital marketing plans sooner rather than later.

Pinterest

• Women are the largest demographic that uses Pinterest at 25%, five times male users (5%). In a previous post 3 Target Demographics to Boost Nonprofit Fundraising and Engagement Results in 2013, I identified women as a target demographic that nonprofits should pay attention to as they are loyal donors and often the decision makers when it comes to philanthropic giving.
• Another interesting fact to consider is that 41% of Pinterest users have a household income of $50,000 or more, certainly giving credence that the platform attracts middle and higher end income users.
• When you combine both women and higher income demographics, you can target each individually or (ideally) combined as organizations should be seeking the high net worth woman according to The Study of High Net Worth Women’s Philanthropy and Impact of Women’s Giving Networks.
• Pinterest is certainly a platform that has been gaining a lot of traction and growing amongst prime demographics for nonprofit fundraising. 2013 should be the year in which organizations add it to their social media networks. For more tips on how to establish a presence and engage supporters on Pinterest check out 5 Tips to Effectively Use Pinterest for Nonprofit Fundraising and Engagement, 8 Tips to Maximize the Results of Nonprofit Fundraising and Supporter Engagement through Pinterest and 5 Benefits for Nonprofit Supporter Engagement on Pinterest.

Instagram

• Much like Pinterest, Instagram also attracts more women than men, however on a smaller scale by 60%. The platform has also grown and become an important companion to other platforms by virtue of its versatility, ability to capture live moments and sharing them instantly. Sharing photos has become an essential part of social media and engaging communities, much like I discussed in 10 Tips to Help Nonprofits Optimize Reach and Engagement via Twitter and 4 Social Media Marketing Tips to Increase Supporter Engagement for Nonprofits.
• As 42% of the demographic that uses Instagram are between the ages of 18 and 49, this is also one of the 3 Target Demographics to Boost Nonprofit Fundraising and Engagement Results in 2013. Just recently I wrote about the Next Gen Donor and how they require attention grabbing information including multi-media materials to engage them. Instagram certainly delivers in providing a channel to engage this group.
• What is even most effective about this platform is that it can interact with Pinterest, Facebook and Twitter. So if your organization is concerned about adding yet another platform to your initiatives, simply think of them as an add-on or companion platform that enhances your current presence on the larger platforms. Take a look at our 7 Tips for Nonprofits Getting Started on Instagram for more information.

You can read our Social Media Series that includes posts on Facebook, Twitter, Pinterest, Linkedin and other platforms along with reports, trends and tips that may help with your social media marketing efforts. Are you currently on Pinterest or using Instagram? If not, which one will you try first?

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Miratel Solutions is a Toronto call centre, eBusiness, and letter shop mail house specializing in professional fundraising services including telephone fundraising, online fundraising, lottery services, donation caging, donation processing and other donor management services. We are committed to our CSR business values in all contact centre services and mail house operations and advancing the missions of the nonprofits we proudly serve.