The Stakeholders Who Turned into Influencers
Search online for Garry Adelman or Callan Shea of the nonprofit American Battlefield Trust (ABT), a site for those who enjoy reading about American military history, particularly the Revolutionary War, the War of 1812, and the Civil War.
They are the perfect example of how a fundraiser can become an influencer.
Gary Adelman is the chief historian for ABT and frequently appears in the organization’s videos. Callan Shea, a social media influencer and history student from Philadelphia, often works with ABT, contributing her vivacious passion to subjects related to ABT’s objectives. Both offer material across a variety of social media channels. However, TikTok, a platform for sharing short videos, gives ABT access to a younger audience it hopes will become interested in history and eventually a source of future donations.
According to digital marketing firm Omnicore, as of this past September, approximately half of TikTok’s nearly 1 billion active users were under the age of 34, with 41% falling between the ages of 16 and 24.
According to ABT’s Chief Digital Officer, Lawrence Swiader, “TikTok, or anything tied to a phone, is perfectly suited for microdonations.” We may test messages with them with a higher sense of urgency or geo-located on TikTok. It would be highly pertinent and exceptional if we sent you a message asking you to donate $10 to help us preserve a piece of property because it was nearby, in your area.
Unfortunately, TikTok’s gift-capture procedures aren’t as strong as those of other platforms. Occasionally, organizations have to ask potential contributors to leave the platform to use their donation channels, which discourages responses.
Utilizing a range of onscreen presences is one way to encourage TikTok viewers to seek the material they want. ABT already employed Adelman, but Shea established her own history-related social media presence and seemed to have more than doubled the 23,200 TikTok admirers ABT claims. Shea gives ABT’s issues some personality on her platforms before directing her followers to ABT’s TikTok account.
ABT Associate of Digital Content Laurel Gupton said, “History cannot be [presented] by one individual. We don’t want history to be viewed from a single perspective. There are many points of view, many things happening, and diverse opinions.”
ABT now concentrates most of its internet video efforts on TikTok. According to Gupton, more than half of its videos start on TikTok before being transferred to YouTube or other sites.
Learn more by attending the Sunshine Certificate in Nonprofit Management class on Information Revolution – Technology on Saturday, July 23 from 1:00 to 5:00 pm.
Source: TikTok Influencers Are Fueling Micro Donations – The NonProfit Times
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