Share, Like and Donate: Partnering with Influencers

Social media influencers have become a powerful force in today’s digital landscape, boasting engaged communities and the ability to sway opinions. Within the Muslim community, influencers offer religious advice, discuss common issues from a spiritual aspect, share their daily lives, fashion choices, food and more – with their audience often following due to their shared faith identity.

For charities, partnering with influencers can be a fantastic way to raise awareness, engage new audiences, and ultimately, drive fundraising. However, navigating this world requires careful planning and consideration. With Ramadan right around the corner, here we explore the benefits and challenges of influencer collaborations, offering guidance for charitable organisations venturing into this space for the first time.

The Power of Influence:

Influencers offer charities several key advantages:

● Expanded Reach: Influencers tap into specific demographics within the potential donor community that a charity might struggle to reach organically. They can introduce your cause to a fresh audience and offer a new voice and form of social proof.
● Increased Engagement: Influencer content often feels more authentic and relatable than traditional advertising, leading to higher engagement rates (likes, comments, shares). This increased engagement can translate into greater awareness and support for your cause.
● Credibility and Trust: Followers often trust the recommendations of their favourite influencers. A genuine endorsement can lend credibility to your charity and build trust with potential donors.
● Storytelling: Successful influencers are often skilled storytellers. They can communicate your charity’s mission and impact in a compelling and familiar way, making your cause more relatable and understandable.

Navigating the Influencer Landscape – What Charities Need to Know:

While the potential benefits are significant, charities must be aware of potential pitfalls and best practices:

● Defining Clear Objectives: Before contacting any influencers, define your goals. Are you aiming to increase brand awareness, drive traffic to your website, or boost donations? Clear objectives will guide your influencer selection and campaign strategy.
● Choosing the Right Influencer: Don’t just focus on follower count. Look for influencers whose values align with your charity’s mission and whose audience demographics match your target audience. Why do their followers follow them? Is your cause likely to be of interest? Remember that authenticity is key. A forced or unnatural partnership will be obvious to followers and can damage your reputation. Consider micro-influencers (those with smaller, highly engaged audiences) as they can often be more cost-effective and yield better results within a niche.
● Transparency and Disclosure: Be upfront about the partnership. Disclose any payment or incentives provided to the influencer – and they should do so in their own posts (#Ad). Transparency builds trust with the audience and is crucial for maintaining ethical standards. Familiarise yourself with advertising guidelines and regulations regarding disclosure in your region. Many times influencers refer to themselves as ‘Ambassadors’ for the charity but still need to be clear if they received payment.
● Content Collaboration: Work collaboratively with the influencer to create content that resonates with their audience while staying true to your charity’s message. Give them creative freedom while providing clear guidelines about your key messages and desired outcomes.
● Measuring Success: Track the performance of your influencer campaign. Monitor metrics like reach, engagement, website traffic, and donations. Analysing this data will help you understand what worked well and improve future campaigns. However: Understand from the start that an increase in traffic and charity brand awareness may not immediately or clearly result in a direct up-tick in donations. Be prepared that although you may spend money engaging influencers, it may take time to see any direct benefit.

Negotiating Costs and Conflicts of Interest:

One of the most sensitive areas is payment. Influencers often charge fees for their services, which can vary widely based on their follower count, engagement rate, and the type of content they create. Negotiate rates upfront and ensure that all agreements are documented in a contract.

● Payment Models: Common payment models include flat fees per post, commission-based arrangements (a percentage of donations generated), or a combination of both. Be cautious about entering commission-based arrangements as often this can be unpopular with donors (and some influencers) from an ethical stand-point.
● In-Kind Donations: Sometimes, influencers may be willing to collaborate in exchange for in-kind donations to the charity or recognition for their support.
● Conflicts of Interest: Be wary of potential conflicts of interest. Ensure that the influencer’s past or current affiliations don’t clash with your charity’s values or create the appearance of impropriety. Much as the power of social media can be helpful, it can also come with negativity. Due diligence on all influencers is essential.

Think also about the platform or platforms you wish to raise your profile on and the type of posts which you would prefer (static posts, reels, stories or videos?). Remember that some posts last longer than others in terms of coverage. You might also want to consider if exclusivity is important to you.

How much can you expect to pay?

The following breakdowns from the mainstream sector provide useful guidance on what you may need to expect and budget for. Variation may occur within the Muslim digital space and charity spaces.

• Nano-influencers (1,000 – 10,000 followers): These influencers typically charge between £10 to £100 per post. They have smaller, highly engaged audiences and are often more budget-friendly.
• Micro-influencers (10,000 – 50,000 followers): Expect to pay between £100 to £500 per post. They have a stronger influence within their niche and offer good engagement rates.
• Mid-tier influencers (50,000 – 500,000 followers): Prices range from £500 to £5,000 per post. They have a wider reach and can significantly boost awareness.
• Macro-influencers (500,000 – 1 million+ followers): Costs start at £5,000 and can go upwards of £10,000+ per post. They offer extensive reach but may have lower engagement rates compared to smaller influencers.
• Mega-influencers (1 million+ followers): These are celebrities and top-tier influencers. They can charge tens of thousands, even hundreds of thousands of pounds per post.

Be cautious: Whilst you can *mostly* expect to negotiate a little discount for being a charity, not all influencers will take that approach. It is not unheard of for an influencer to want to work with a charity in order to boost their own reputation and hence may not have the same goals in mind as you. Do have extensive conversations to ensure that your values align before getting into conversations about cost. There are many Muslim influencers who will be glad to align with your cause due to shared beliefs and spiritual benefit.

Platform Variations:

• Instagram: Generally, Instagram influencers charge more than those on other platforms due to its visual nature and high engagement rates.
• TikTok: While still growing, TikTok influencers are becoming increasingly popular. Prices can range from £5 to £2,500+ per post, depending on the influencer’s tier.
• YouTube: YouTube influencers often charge higher rates due to the longer format content and potential for greater impact. Prices can range from £50 to £20,000+ per video.
• Other platforms: Influencers on platforms like Twitter and Facebook may charge lower rates compared to Instagram and YouTube.

Key Considerations for First-Time Collaborators:

● Think about what you want to achieve and who you are trying to target: Consider the platform which works best for your demographic and the story or messaging you want to be shared. A video of field work may be best on YouTube and Instagram. An influencer showing their daily Ramadan routine incorporating donating to your charity is best on Instagram.
● Start Small: Don’t feel pressured to launch a massive campaign right away. Begin with a smaller pilot project to test the waters and learn what works best for your charity.
● Build Relationships: Focus on building genuine relationships with influencers. Treat them as partners, not just as advertising platforms.
● Legal Agreements: Always have a written contract in place outlining the scope of work, payment terms, usage rights, and disclosure requirements.
● Monitor and Engage: Stay actively involved in the campaign. Monitor the content being posted, engage with comments and questions, and track the results.

Partnering with influencers can be a game-changer for charities looking to expand their reach and engage new audiences. By carefully planning your strategy, choosing the right influencers, and prioritizing transparency and authenticity, your charity can harness the power of influence to achieve its fundraising goals and make a real difference. Remember to always prioritise ethical considerations and build genuine partnerships for long-term success.