Get Social and Grow Your Nonprofit
February 18, 2016 Lynette Garet Marketing 0 Comment
Social Media is an Imperative Component to Your Nonprofit Marketing Strategy
Social media is a prevalent, even integral part of modern life. Most people today have at least one active social media account, and many have several.
Social media has proven a remarkable way to stay in touch with friends and colleagues, keep up with current events, share opinions and information, and engage in business networking. The sheer numbers of people engaged in social media and the incredible abundance of information shared has also made it an unparalleled vehicle for promoting businesses.
Thanks to social media, businesses can reach customers like never before. They have unprecedented opportunities to tailor their message, find and reach their target demographic, and engage them on a personal level, building trust and providing invaluable opportunities for feedback.
Non-profits can benefit from social media as well as, and perhaps even more so than for-profit businesses. Social media offers the kind of dynamic engagement, niche marketing options and widespread attention that a non-profit needs to really get people involved and willing to donate.
So how can you use social media to your advantage?
Create a (quality) blog
It seems like social marketing 101. But you would be surprised at the number of non-profits who either don’t have a blog, or don’t keep up with their blog regularly. Regular blog posting can be of great benefit for several reasons. It gives current and potential donors a window into who you are, what your goals are, and why they should care about your cause. It helps you create a brand, promote your business, and earn higher Google rankings. And, it keeps followers up-to-date and invested in your progress.
Create a (compelling) Facebook page
If you don’t have a Facebook page, create one, and invite everyone you know to like it. It doesn’t matter if Facebook isn’t “your thing” on a personal level. It is an excellent promotional tool, and not using it would be a waste. Your Facebook friends can pass your page on to their friends, and their friends can pass it on to their friends, and before you know it, thousands of people have seen, and perhaps clicked on your page. All for free.
Start a funding campaign
Need startup capital, or funds for an upcoming event? Consider crowdsourcing. Sites like Causes, CauseVox and Indiegogo are all great places to raise serious funds in a relatively short amount of time.
How can you succeed at managing your social media?
Unless you consistently have something compelling, witty, or engaging to say, you are likely to end up at the bottom of the social media slush pile. Maintain a presence, and keep people thinking and talking about you.
Show people, through charts, graphs, or simple status updates, what you are accomplishing with donated funds. This will make current donors more confident, and inspire others to donate as well.
You are likely very busy. If you find that keeping up with a variety of social media outlets is too much, delegate the job. Find an employee or intern who can write up numerous tweets or Facebook posts. You may even want to invest in a freelance copywriter. There are many freelancers who specialize in ghost writing blog posts, tweets and Facebook status updates.
On any social media platform, it is important to post compelling information that correlates with your brand and your cause. That said, you won’t win anyone’s hearts (or donations) with frequent rants, lectures, or negative posts. It is very important to step off the soapbox now and again. Make sure that a good percentage of your Facebook posts are dedicated toward developing a personal relationship with your followers. Share things related to your cause: fun tidbits of information, humorous memes, and uplifting anecdotes are crowd-pleasers that put everyone at ease and gain you views and followers.
There will be naysayers, detractors and trolls – stay classy. Meet criticism politely, and make your response to every comment is professional, positive, and