Managing social media for nonprofits is not an easy task. Because if there’s one marketing channel that requires you to be always on your toes, it’s social media.
Trends come and go overnight. Algorithms are constantly updating. Technology changes at a breakneck pace. And there are so many influencers, businesses, and other nonprofits competing for attention.
So how do you get your audience to stop scrolling and start engaging? Is social media even worth all the effort? Read on for the answers, including seven of the top lessons you should learn before coordinating social media for nonprofits.
Should Nonprofits Even Be Using Social Media?
Short answer? Absolutely.
Approximately 5.24 billion people around the world use some form of social media. And 73% of Americans are active on social!
With those numbers, you can be sure that some of the people in your audience are using at least one social media platform.
And these people aren’t just scrolling – they are making real connections with nonprofits. In fact, it’s been found that 55% of people who engage with nonprofits on social media end up taking action in some way.
An incredible 59% of those engaged social media users donate money, while 52% donate clothing, food, or other items. 53% of them volunteer and 43% attend charitable events because of social media.
If these numbers don’t sway you, consider that:
- Social media is quick. Need to get something out to your audience in a matter of minutes? Post about it!
- Social media is affordable. While it certainly isn’t free – boosting posts and creating paid social ads can expand your reach – it’s possible to have a strong presence on a smaller budget.
- Social media reaches new people. It’s one of the best ways to create awareness and get in front of potential supporters without having to purchase lists.
Convinced? Let’s start learning about creating an effective nonprofit social media strategy!
7 Lessons in Social Media for Nonprofits
When it comes to social media for nonprofit organizations, there are seven lessons every social media manager should learn.
Whether you’re just getting started in social media for nonprofits or you’re looking to refresh your approach, use this advice to take your nonprofit social media strategy to the next level.
1. Before all else, define your nonprofit’s target audiences.
This one is first because it’s the most important – be sure to define and thoroughly understand your organization’s target audiences.
Start by determining your ideal audiences’ demographics. These may include age, gender, location, household income, interests, marital status, and more. Then, create personas that represent each of these audiences.
Tip from the Playbook: Picturing yourself speaking to these personas will make it easier to develop content that resonates with the right people.
2. Add a bit of personality to your nonprofit’s social posts.
When creating audience personas, build a persona for your nonprofit’s brand as well. Developing a brand voice that is consistently used across your social media platforms (and other marketing channels) not only creates a cohesive message, it also adds a bit of personality to your content.
In today’s AI-filled world where most people are questioning if every post they see is real, it’s more crucial than ever to infuse your posts with this unique brand personality. It will help you stand out in crowded social media platforms as well as makes your brand more memorable.
Humanizing your brand also makes your nonprofit appear approachable and trustworthy. Trust is a key factor in donor-nonprofit relationships, so why not start building that trust on social media?
But, while the brand voice and key message remains the same, the tone you use should be tailored to each social media platform and type of content. For example, many nonprofits take on a light-hearted or even playful tone in posts about day-to-day happenings, but become more serious when asking for critical donations or sharing information about impact.
3. Your nonprofit doesn’t need to be on every social media platform.
Speaking of platforms…defining your target audiences will also help you determine which social media platforms your nonprofit should use.
The good news? Because most social media platforms have differing key demographics, your nonprofit doesn’t need to be on every single one.
You should select the platforms that align with the demographics you are trying to reach. There’s no need to waste time, energy, and resources on a platform that doesn’t serve your audience!
4. Not every trend will be a good fit for your organization, either.
While staying on top of trends is a big part of managing social media for nonprofits (or any organization, really), it’s important to remember that you shouldn’t jump on all of them.
Some trends may not resonate with your audience. Others may not align with your nonprofit’s mission or values. Or, your team may simply not have the capabilities or resources to take some trends on. And that’s ok!
If there’s a trend that does make sense for your organization, joining in will help boost your reach and engagement. But taking on a trend that isn’t a good fit could fall flat or even harm your nonprofit’s reputation.
5. Images and videos speak louder than words.
One trend that you should follow is using visual content (images and videos) as often as possible when posting to social media for nonprofits. Why? Because they typically garner more views and engagements.
Image posts on Facebook, for example, tend to see upwards of 100% more engagement than link posts, according to one study. And videos perform even better – it’s been found that videos get shared 12 times more on social media than text and photos combined.
6. Posting every day is not (always) an effective strategy.
It’s true – in most cases, you don’t need to be posting on all of your social media platforms every single day.
This is a trap many social media managers fall in, so don’t get down on yourself if this is your current strategy.
In fact, we hope this comes as a relief!
Instead, it’s better to focus on consistently sharing good content that reaches and engages more viewers. Quality over quantity is the name of the game.
You should also aim to find a regular cadence for your posts. Find the days and times that your audience is most engaged and set a schedule for posting at these intervals every week. Note that your ideal cadence may differ from platform to platform.
7. Keeping track of metrics is a must when handling social media for nonprofits.
So how do you know which days and times to post? Or what kind of content resonates most with your audience?
It’s all in the numbers!
Start tracking key metrics for each of your social media platforms to determine what’s working…and what isn’t. At minimum, we recommend tracking:
- Impressions – How many times a post was viewed.
- Reach – How many individual people saw a post.
- Engagement – How many people liked, commented, or shared a post.
- Clicks – How many people clicked on a link in a post.
- Follower Growth – How many followers you gained (or lost) in a specific timeframe.
You’re Ready to Post!
Now that you’ve learned our top seven lessons in social media for nonprofits, you’re ready to get started. Be sure to bookmark this post so you can come back and remind yourself of these best practices from time to time!
If you’re on the hunt for more digital marketing tips, check out our Nonprofit Email Marketing 101 blog here.
And if you’re looking for a group of consultants ready to help with social media for nonprofits – and beyond – the team at MVP Advisors is here for you! We’ve got decades of experience in everything from strategic planning and market research to donor prospecting and content development. Email us or set up a call today to get started.