Nonprofit Nation Podcast Summary: Engaging Younger Donors with Bhumika Regmi and Mahina Martinson

Podcast Information:

• Title: Nonprofit Nation with Julia Campbell
• Episode: How to Engage Younger Donors with Bhumika Regmi and Mahina Martinson
• Release Date: December 4, 2024

Host/Author:

• Julia Campbell, digital marketing and fundraising expert, nonprofit consultant, and author.

I. Introduction

In this episode of Nonprofit Nation, host Julia Campbell delves into strategies for engaging younger donors through digital platforms. She welcomes Bhumika Regmi, Digital Director at Malala Fund, and Mahina Martinson, Digital Coordinator at Malala Fund, to discuss leveraging platforms like TikTok to promote causes such as girls' education and global advocacy.

II. Guest Backgrounds

Julia begins by exploring the backgrounds of her guests.

Bhumika Regmi shares:

"I went to school for international development and social change ... when I saw Malala was hiring for a social media job way back then, it just clicked ... being in a creative space while having an impact, especially amongst young people." ([02:50])

Mahina Martinson adds:

"I studied international relations and was involved in art activities and advocacy for my Pacific Islander community ... blending creative freedom with impactful work." ([03:54])

Both guests express their passion for creative, impactful nonprofit work, which naturally led them to Malala Fund.

III. Developing Digital Strategies for Younger Audiences

Julia highlights Malala Fund's effective use of social media to engage young audiences and asks Bhumika about their digital strategy.

Bhumika Regmi explains:

"Malala's voice, really thinking about who Malala is ... meeting young women where they are ... TikTok, naturally expanding our digital presence where young people are." ([05:26])

Key Points:

• Emphasis on Malala’s youthful brand and voice.
• Targeting young women as both beneficiaries and the primary audience.
• Prioritizing platforms popular among young people, notably TikTok.

IV. Content Creation and Authenticity

Julia inquires about the content strategy, prompting Mahina to discuss their collaborative approach.

Mahina Martinson states:

"Our approach is a collaborative process with young women ... co-developing videos and social media posts that authentically represent them." ([07:45])

Bhumika Regmi reinforces:

"Never talking at people, but having conversations. Authenticity comes from being informed by your target audience." ([09:02])

Key Points:

• Collaboration with young women to ensure authentic representation.
• Creating content that reflects the voice and experiences of the target audience.
• Emphasizing conversations over monologues on social platforms.

V. Balancing Storytelling, Advocacy, and Fundraising

Julia raises the challenge nonprofits face in balancing various content types.

Bhumika Regmi suggests:

"Everything on our platforms funnels audiences to care about the work and take action ... think of everything as part of one package." ([10:41])

Mahina Martinson adds:

"Creating advocacy-heavy content that is accessible and pairing it with storytelling ... a holistic package." ([12:51])

Key Points:

• Integrating fundraising and advocacy within storytelling.
• Using all content to build emotional connections that lead to action.
• Avoiding compartmentalization of fundraising separate from other content types.

VI. Utilizing Social Media Beyond Storytelling

Julia addresses misconceptions that nonprofits cannot effectively use social media beyond storytelling.

Bhumika Regmi counters:

"TikTok is a huge educational platform ... think of it as a tool to inform your audiences." ([17:05])

Key Points:

• Social platforms are not just for entertainment; they are effective for educational content.
• Nonprofits should leverage these platforms to provide informative content relevant to their missions.

VII. Emerging Trends in Social Media Engagement

Julia asks about current and upcoming social media trends beneficial for nonprofits.

Mahina Martinson highlights:

"Authenticity is key ... informative content that engages young people." ([26:35])

Bhumika Regmi notes:

"Static content may become a trend as users seek respite from constant video consumption ... creative static content is essential for organizations lacking video resources." ([27:51])

Key Points:

• Shift towards authentic, informative content.
• Potential trend back to static content like images and carousels.
• Exploring various content formats based on organizational resources.

VIII. Staying Current with Social Media Trends

Julia probes on how Malala Fund stays updated with social media trends.

Mahina Martinson explains:

"Staying online, following global creators, drawing inspiration from diverse sources." ([32:38])

Bhumika Regmi mentions:

"Using an internal Slack channel as an 'inspiration board' to share creative ideas from various sectors." ([34:11])

Key Points:

• Maintaining a continuous online presence to monitor trends.
• Following a wide range of creators beyond the nonprofit sector.
• Utilizing internal tools to collect and share inspiration.

IX. Mental Health and Wellness in the Digital Space

Julia raises the important topic of maintaining mental health for those managing digital platforms.

Mahina Martinson advises:

"Set boundaries, find offline hobbies like walking the dog, reading, or watching TV shows." ([36:17])

Bhumika Regmi adds:

"Don’t let negative feedback deter you; learn from it and move forward without panicking." ([37:46])

Key Points:

• Establishing clear boundaries between work and personal time.
• Utilizing creative strategies to handle negative feedback constructively.
• Maintaining a supportive community to mitigate negativity.

X. Tools and Resources for Nonprofits

Julia asks Bhumika to elaborate on Assembly, Malala Fund's platform.

Mahina Martinson describes:

"Assembly is a space for young women to share their stories on any issue they care about ... fosters a community of young women creating engaging social content." ([24:17])

Bhumika Regmi explains:

"Assembly accepts story submissions via a form and through collaborations with grantees ... expanding the network to feature diverse young women." ([25:10])

Key Points:

• Assembly serves as a storytelling and advocacy tool.
• Open submissions and partnerships with grantees to feature authentic voices.

XI. Measuring Success and ROI in Digital Engagement

Julia inquires about how Malala Fund measures ROI.

Mahina Martinson states:

"Focus on engagement metrics like saves and shares, not just views ... authenticity in representation is vital." ([21:54])

Bhumika Regmi adds:

"Long-term engagement and authentic connections are more valuable than fleeting viral success." ([22:57])

Key Points:

• Prioritizing meaningful engagement over simple view counts.
• Measuring success through community interaction and authentic impact.
• Using engagement data to refine strategies.

XII. Conclusion and Connecting with Malala Fund

Julia wraps up the discussion by providing listeners with ways to connect with Malala Fund.

Bhumika Regmi advises:

"Visit Malala.org or connect via LinkedIn." ([40:10])

Mahina Martinson adds:

"Follow @melafafund and @socialafund for updates and content." ([40:31])

Key Points:

• Directing listeners to Malala.org for more information.
• Encouraging connections through professional networks and social media handles.

Final Thoughts: Julia expresses gratitude to her guests for their insightful contributions and underscores the importance of their work in promoting girls' education and advocacy globally.

This comprehensive summary captures the essence of the conversation, highlighting key strategies and insights shared by Bhumika Regmi and Mahina Martinson. By focusing on authenticity, collaborative content creation, and innovative use of social media platforms, Malala Fund exemplifies effective engagement with younger donors and advocates.