How to generate online leads via Instagram

When you think about online fundraising, Instagram is probably not the first thing that comes to mind. Yes, we’re talking about that social platform that is used to share pictures and videos. The platform is known for its relatively young user base. This target group is not a particularly rich source of donations. Nevertheless, it is important to include Instagram in your fundraising strategy. If you are looking to generate more leads, this platform is absolutely worth a look.

How should a charity present itself on Instagram?

One of the positive aspects of Instagram is its visual appeal. The more eye-catching and impressive the visual, the bigger its reach. Does your charity have beautiful visuals? If so, Instagram is the perfect platform on which to tell visual stories.

Instagram is also a great place to interact with your target group. Interaction is crucial for a non-profit organisation. Your goal is to get people invested in the story you are telling. You want to make them feel the problem they can help solve. This is also how you generate online leads.

Does my target group even use Instagram?

A Social Media Study shows that 7.8 million people in the Netherlands use Instagram. That is over 40% of the Dutch population. Instagram is mainly popular among young people. Nevertheless, more and more people over 50 are starting to use this platform. In other words, you can definitely find your target group on Instagram.

4 ways to generate online leads via Instagram

How can you use Instagram’s tools to generate leads?

  1. With Instagram Stories, you can share short videos, pictures and GIFs that will be visible for twenty-four hours. This is a fast and personal way to share content with your followers. It is important to keep them invested in your charity:
    1. Share updates about your latest initiatives, new studies and rescue operations.
    2. Show your audience where and why their help is needed.
    3. Combine this with a call to donate or a link to a landing page.
  1. You can also use the stories for advertisements. You can “target” the audience that best suits your non-profit organisation. You can even include your target group on Facebook. With the right visuals, a powerful message and a clear call-to-action button, you can direct users to your donation page or landing page. Instagram doesn’t just show advertisements in its stories. They are also shown in users’ regular feed.

    Het Franse goede doel G6 gebruikt Instagram stories voor hun advertenties

    The French charity G6 uses Instagram stories for their advertisements

  1. Launch a hashtag campaign. Come up with a strong, specific hashtag and encourage your followers to use it themselves. This is an excellent way to boost the visibility of your campaign and expose more people to your charity.
  2. Add a call to action to your Instagram bio. Encourage followers to donate or request more information. You can include a lot of information in the infamous “link in bio.” You can even add multiple links to your Instagram bio with the help of a Linktree, e.g. to your donation page and landing page.
Trombosestichting is een van de goede doelen met een donatie-optie op hun profiel

The Thrombosis Foundation is an example of a charity that has added a donation option to its profile.

Help with online lead generation

If you want to generate online leads, be sure to include Instagram in your fundraising strategy.  Combine the use of Facebook, Instagram, your website and your direct mail to share a powerful message. If you could use some help with this, feel free to contact us.

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