As new technologies and marketing techniques become widely accessible, the condition of non-profit marketing is changing. However, as non-profits use social media, email marketing, and other digital tools to contact potential donors, it is becoming more digital and data-driven. Additionally, there is a growing focus on external accountability and transparency, and non-profits are finding themselves under pressure to show the effects of their work and the outcomes of their initiatives using social media.
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Non-profit organizations can thus utilize social media apps as a potent tool to communicate with supporters, spread the word about their cause, and encourage contributions to their causes. There are a few key ways to do this.
Photo courtesy of Joel Muniz
Determine who your target market is. What demographic do you hope to engage with social media marketing? Are you aiming for donors, volunteers, or a mix of the two? Understanding your target demographic will help you identify the best social media platforms to reach them on and generate content that appeals to them.
To finance their operations and programs, many non-profits rely on donations from private individuals, family foundations, and businesses. Fundraising efforts frequently target donors with things like direct mail appeals, crowdfunding campaigns, and special events.
Most non-profit organizations rely on volunteers for assistance with a range of responsibilities, from event preparation to client program support and interaction. With volunteer recruitment strategies including online ads, social media posts, and instructional seminars, non-profits can specifically target potential volunteers.
Non-profits may also focus on people and organizations that are enthusiastic about their cause and prepared to speak out in support of it. This might involve lobbying and grassroots organizing activities, as well as social media and email campaigns to increase support.
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Some non-profits focus on the people or groups they assist, such as underprivileged children, refugees, or those suffering from a particular illness. At times, certain populations may be difficult to engage with and social media can be a meaningful way to introduce initial engagement and share information about program offerings.
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Be mindful to select the appropriate social media channels per the audiences you wish to target.
Facebook: Build pages and groups on this popular social media site to publish updates, pictures, and videos and connect directly with communities. Additionally, it enables non-profits to run advertisements, hold fundraising events, and communicate privately with followers.
Twitter: Publish quick updates, pictures, and videos on this microblogging site. It's a fantastic tool for in-the-moment interaction, live-tweeting events and campaigns or organizing for a cause.
Instagram: Share images and videos that may resonate with a range of audiences on this visual channel. It works well for disseminating behind-the-scenes information, showing the results of the work being done, and raising awareness through challenges and hashtags.
LinkedIn: Connect with potential contributors, volunteers, and supporters via LinkedIn. Additionally, it helps with hiring employees and cultivating connections with other businesses.
YouTube: Publish videos on YouTube that describe your mission, program operations, impact, and campaigns.
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Make a calendar of content that aligns with important internal and external organizational initiatives. The content you wish to post should be planned in advance. If your organization works with clients in the community, you will need a release form to use folks’ stories, images or words. Some information may be considering Protected Health Information (PHI) so be sure to do your research before publishing any client information. Keep organized and make sure that you're regularly distributing useful information to your audience.
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Tell the story of your organization’s mission through social media. Donors and volunteers are more likely to engage if they feel connected to your mission. Individuals or communities you are serving will feel more comfortable if they see you are transparent with your operations. Share pictures and anecdotes that illustrate the effect of your work and the clients you help.
Use Case Studies: Give specific examples of how the organization has aided people, the environment, or communities in the real world. These tales can be distributed via written content, infographics, podcasts, videos, or videos.
Impact Reports: Through impact reports, which can be distributed via a website, social media, or printed materials, non-profits can showcase their successes and results related to their mission. This proves to viewers of all kinds just how big of a footprint your non-profit makes with the work it does.
Testimonials: Describe the experiences of recipients, volunteers, or donors in writing, on film or on audio, or both.
Visual storytelling: Showcase the work, impact, and clients of the organization through images and moving pictures.
Blogging: Blogging is a fantastic tool to spread news and updates about the activity of the organization and to cultivate a community of supporters. You can repost blogs across your social media channels.
Events: Hold occasions like galas, fund-raising galas, or open houses to highlight the work and impact of the organization and to give people the chance to learn more and get involved. You can schedule to post content from your events to increase viewership and followers.
Newsletters: Regular newsletters are a great way to keep supporters informed about updates and news, as well. Break the content down into bite-sized pieces and post across your social media channels.
Don’t forget that social media is a dialogue. Encourage your followers to contribute their opinions and experiences by making an effort to reply to their comments and messages. This will assist you gain their trust and solidify your bonds with them. It helps to have someone on your team who understands the organization’s mission and communications strategy that can be dedicated to responding to comments and messages.
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