In 2022, influencer marketing surpassed $16 billion in market size and is showing no signs of stopping. For many for-profits, influencer marketing propels top-of-funnel digital acquisition. For example, Amazon employs about 20,000 influencers. And influencer marketing can work for your nonprofit, helping you reach audiences who may not be easily reached through other channels.
The types of influencers vary, differentiated by audience size and engagement rate. Not all content creators are influencers. Influencers are tiered by audience size and engagement rate – a metric that tracks how involved the audience is with the shared content. A nano-influencer may have a following of one thousand to ten thousand, whereas a mega-influencer has millions of followers.
Choosing the right influencers depends on your goal — reach, investment, or engagement. Nano-influencers (those with under 10,000 followers) despite smaller following, create genuine engagement, often leading to loyal donors. Aligning influencers and your nonprofit’s values is crucial.
So, how do you choose what type of influencer is right for your cause?
Effective campaigns balance reach, investment, and engagement. Paying a premium for mega-influencers will bring more exposure, but if your goal is to create authentic engagement leading to more loyal donors, nano-influencers shine.
Focus on building brand loyalty and generating leads that result in giving. When done right, influencers use the credibility and trust they’ve established with their followers to build credibility and trust for your organization. Identifying influencers and audiences whose beliefs and values mirror your mission is vital.
Wondering how to start with influencer marketing? Many nonprofits face this question. Platforms like GIVEfluential aid influencer management, foster authentic connections and fundraising opportunities. They can help by managing influencer relationships, contract negotiations, brand guidelines and performance metrics.
Backend metrics measure influencer performance to ensure all deliverables are accounted for (Awareness, Engagement, Conversions, Audience growth, and Referral traffic).
Influencer marketing can authentically build greater connections to your cause. If you’d like to learn more, please download our free white paper Using Influencer Marketing to Stand Out in a Crowded Nonprofit Landscape here.
