Social media engagement and sales are more closely linked than you might think. Almost half of us turn to social media when making a buying decision, and 71% of social media users are more likely to purchase from a business they are connected with online. The same goes with nonprofits and year-end giving.
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When COVID-19 shut down theatres in March of 2019, we increased our online presence with over 70 online programs including live play readings, free online classes, interviews and stories. Creative new virtual programming allowed us to obtain a huge 15% engagement rate.
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When the year-end giving season arrived, our audience responded. According to a recent New York Times article, "total giving to Northern American arts organizations has slackened by 14% on average." Our 2020 year-end giving campaign brought in over 100% more than 2019.