Social Media for Nonprofits
Whether you’re looking to increase fundraising, recruit volunteers, or raise awareness about your mission or programs, a well-executed social media marketing strategy can make a significant impact. It’s time to leverage social media to achieve your nonprofit’s goals! Read our insights and best practices below, and contact our team to make your social media marketing start working for you.
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The Importance of Social Media for Nonprofits
Social media has revolutionized the way nonprofits connect with their audiences. According to a Nonprofit Technology Network study, 55% of people who engage with nonprofits on social media eventually take action, such as donating or volunteering. It’s no secret that social media can amplify your message, increase brand awareness, and foster community engagement in ways that traditional media simply can’t.
Take the ALS Ice Bucket Challenge, for example. This viral social media campaign led to unprecedented awareness and fundraising. Within a few months, the campaign raised over $115 million and engaged millions worldwide.
What Can a Nonprofit Social Media Strategy Be Used For?
Fundraising
Social media platforms offer fundraising tools, such as donation buttons, crowdfunding campaigns, matched giving, and live-streaming events. These tools can help your nonprofit reach a broader audience and achieve its fundraising goals more efficiently.
Volunteer Recruitment
Social media makes it easier to connect with potential volunteers. Professional platforms like LinkedIn are particularly effective for recruiting skilled professionals willing to donate their time and expertise.
Awareness
Raising awareness is the first step in any successful nonprofit initiative or program, and social media makes it easy by allowing you to share your story, highlight your impact, and engage with your audience in real time.
Community Building
Social media can help you create a community of impact-focused users who support you and share important information. Facebook Groups and LinkedIn communities are great ways to foster this community and engagement.
Which Social Media Platform is Best for Nonprofits?
The best platform for your nonprofit depends on your specific goals, target audience, and the type of content you plan to share. If you want to focus on visual storytelling, Instagram and TikTok may be more effective. LinkedIn is ideal for professional networking and volunteer recruitment. Take a look at the strengths of some social networks below.
Take the ALS Ice Bucket Challenge, for example. This viral social media campaign led to unprecedented awareness and fundraising. Within a few months, the campaign raised over $115 million and engaged millions worldwide.
Strengths: Versatility, large user base, robust advertising options, community building, fundraising campaigns, event promotion
Weaknesses: Declining engagement among younger users, privacy concerns, algorithm complexity making it difficult for organic reach
twitter (X)
Strengths: Real-time updates, hashtags for visibility, influencer engagement, advocacy
Weaknesses: Character limit constraints, fast-paced content turnover, potential for negative interactions or trolls
Strengths: Visual storytelling, Instagram Stories, Instagram Reels, video content, brand awareness, engaging younger demographics
Weaknesses: Algorithm changes impacting visibility, high competition for engagement, limited link-sharing options
Strengths: Professional networking, B2B connections, volunteer recruitment
Weaknesses: Less engaging for non-professional content, high demand for high-quality content, paid features can be expensive
TIKTOK
Strengths: Short-form video, high engagement, engaging younger audiences, creative content, viral campaigns
Weaknesses: Content can be time-consuming to create, trends move quickly, monetization and ROI can be unclear for nonprofits
Weaknesses: Less engaging for non-professional content, high demand for high-quality content, paid features can be expensive
Creating a Social Media Strategy for Nonprofits
A successful social media strategy involves setting clear goals, understanding your audience, and choosing the right content types. Here are a few tips for developing your content calendar and strategy for various social media channels.
Take the ALS Ice Bucket Challenge, for example. This viral social media campaign led to unprecedented awareness and fundraising. Within a few months, the campaign raised over $115 million and engaged millions worldwide.
Setting Goals
First, define what you want to achieve with your social media content. Common goals for nonprofits include increasing donations, growing volunteer numbers, raising awareness, and driving website traffic. Set your goals!
Defining Target Audiences
You need to understand your target audience—who they are, how old they are, what they like to read online, and who they like to follow on social media. Use social media analytics tools to gather data on social media users’ demographics, interests, and behaviors.
Choosing the Right Content Type
Different types of content resonate with different audiences. Experiment with the various formats below:
Visual Content: Photos, infographics, and videos
User-Generated Content: Stories and experiences shared by users
Live Streaming: Live Q&A sessions, webinars, and nonprofit fundraising events
Stories and Reels: Short, engaging video content
Establishing Social Media Policies and Guidelines
As a nonprofit, you should always have clear policies and guidelines to ensure consistent and professional communication. This includes guidelines on tone, branding, content approval processes, and crisis management.
We’ve worked with nonprofits in various sectors, from healthcare and environmental wellness to education and social impact. You need a nonprofit-focused marketing agency.
Best Practices for Engaging Content
A successful social media strategy involves setting clear goals, understanding your audience, and choosing the right content types. Here are a few tips for developing your content calendar and strategy for various social media channels.
Take the ALS Ice Bucket Challenge, for example. This viral social media campaign led to unprecedented awareness and fundraising. Within a few months, the campaign raised over $115 million and engaged millions worldwide.
Tell Compelling Stories
Storytelling is a powerful tool for any organization. Try to share stories highlighting your work’s impact and featuring beneficiaries, volunteers, and donors. Make your nonprofit more personal so it resonates with your audience.
Leverage User-Generated Content
Encourage your followers to create and share content related to your cause. User-generated content adds authenticity and fosters a sense of community.
Incorporate Calls to Action
Include a clear call to action in your social media posts, such as “Donate Now,” “Sign Up,” or “Join Us.” Make it easy for your audience to take the next step to support your cause!
Engage Donors
Personalized thank-you messages, shout-outs, and exclusive updates can help keep donors engaged and appreciated on social media.
Measuring Social Media Success
Tracking the success of your social media accounts is essential for continuous improvement. Make sure to keep these key performance indicators (KPIs) in mind:
Take the ALS Ice Bucket Challenge, for example. This viral social media campaign led to unprecedented awareness and fundraising. Within a few months, the campaign raised over $115 million and engaged millions worldwide.
Engagement
Likes, comments, shares, and mentions
Growth
Increase in followers, email subscribers, and website traffic
Reach
Number of people who see your content
Conversions
Donations, sign-ups, and other desired actions
Analyze these social media metrics regularly to identify what’s working and what’s not. Then, use these insights to refine your content and strategy. Several social media tools can help you keep track of your analytics, such as Google Analytics (GA4), Sprout Social, and Hootsuite. To grow your social media presence, you must stay consistent by posting regularly with a defined brand voice, interact and engage with your audience by responding to comments and messaging, and collaborate with influencers and other partnerships to expand your reach.
Social media offers unprecedented opportunities for nonprofit organizations to connect with their audience, raise funds, and drive change. It should not be an afterthought! By understanding the social media landscape, creating a tailored strategy, and leveraging best practices, your nonprofit can maximize its impact and achieve its goals.
Ready to enhance your nonprofit’s social media strategy?
Contact the JB Media nonprofit marketing team and watch your social media presence grow.
