The Essential Social Media Guide for Nonprofits
Why Social Media is Important for Nonprofits
Social Media is a valuable tool for nonprofits. The various platforms provide ways to raise awareness, engage with supporters, share interesting content, and encourage donations.
A successful social media plan establishes credibility by nurturing relationships with donors and potential donors. It’s where you engage, share, and foster meaningful conversations.
The end result? By building strong relationships with your audiences they will become receptive to donating to your cause.
How to Build Effective Social Media Campaigns- Tools & Tips
Benefits of Social Media Campaigns
Social media is a great tool for nonprofits to use to raise awareness, garner support for their cause, and acquire donations from a wide audience. It can also be used promote crowdfunding campaigns as well as matching gift campaigns that inspire followers to donate. Use social media to:
- Build awareness of your organization
- To share and engage
- Establish credibility
- Encourage donations
Social Networks are Not All the Same
The various social media platforms each have different strengths and weaknesses in terms of reaching audiences. Nonprofits need to have profiles on Facebook, Twitter, LinkedIn, and Instagram.
Below we highlight how each platform should be used.
Twitter for Nonprofits
To reach the 18-29-year-old population Twitter is the most effective platform to use.
On Twitter, post content that contains:
- Short updates about your cause and announcements on programs.
Be sure to engage daily with existing supporters.
Facebook for Nonprofits
The average of Facebook users is over the age of 50. Target this group with program information and upcoming events that are popular with your older donors. Facebook is an ideal platform to post a variety of other content. Here are a few examples:
- Acknowledge and thank existing supporters.
- Recognize outstanding fundraisers.
- Tell a story with impact about someone helped by your cause.
- Share updates from those whom you have helped.
- Inform donors about what their donation has achieved.
LinkedIn for Nonprofits
LinkedIn is a good platform to connect with volunteers, colleagues, and large donors.
- Use LinkedIn to educate the general public about your cause.
Instagram for Nonprofits
Most popular with 18-29-year-old women, Instagram’s visually-oriented platform requires high-quality photos that convey your cause.
It’s a place to:
- Start discussions
- Ask questions
- Recruit volunteers
Building a Social Media Profile
Social media profiles are often the first impression someone sees. Create a professional, inviting profile to introduce your nonprofit and remind return visitors what your organization is about. Your profile needs to include a logo, website link, and a description of your cause.
How to Build Effective Social Media Campaigns- Tools & Tips
Goal Setting for Social Media & Fundraising
Goal setting is an important part of social media management and fundraising. Determine what you are trying to accomplish and that will set the tone for the type of content you will post. Some examples of goals are:
Goal: Increase Engagement
To increase engagement; aim to get more comments, likes, and @mentions.
Goal: Increase Awareness
To grow awareness; strive to get follows and shares by clarifying the purpose of your organization.
Goal: Acquire Potential New Donors
To acquire new donors; strive for website clicks, email sign-ups, and newsletter subscriptions.
Goal: Improve Donor Retention
To improve donor retention; ask for donor testimonials to attract like-minded donors, volunteers, and supporters. Post an interactive quiz to find out how well those who follow you know and like your organization.
Goal: Acquire More Donors
To get more people to donate; provide a strong call to action and be sure to include a story about how their gift will make an impact.
What to Post on Social Media
Post Photos
Followers are more likely to engage and share content that contains relevant images and photos. According to various studies, showing faces increases likes by 38 percent.
Examples of types of photos to post:
- High-quality photos related to your cause.
- Photos from a recent event.
- Images with quotes.
- Photos and stories about someone helped by your cause.
- Images conveying the progress of a project.
- Photos informing readers about an ongoing need.
- Photos and feature stories about a donor and why they support your organization.
- Images relating to appeals and campaign announcements.
Post Videos
Short videos, 30-45 seconds with captions, are one of the most engaging content types posted on social media. A lot of views can lead to increased reach and exposure for your nonprofit.
Examples of content for videos:
- Include a video testimonial of someone helped by your cause.
- Show a problem and how donors can become a part of the solution.
- Create impact stories showing a need.
- Recognize supporters and how they have made an impact.
- Post a thank you video from someone who has been helped by your cause.
- Relay messages from community members and volunteers.
- Provide updates from leadership and staff.
Post Interactive Content
Posts containing interactive content, meaning content that requires the audience to do something, get the most engagement.
Examples of interactive content:
- Create a poll
- Post a survey
- Ask your audience to share their story
- Run a contest or give-a-way
- Create quizzes
Fundraising Content
Fundraising communications on social media should be about what donors can do to become a part of the solution.
Types of Fundraising Content
When you specifically want to raise funds, state a problem and offer a solution. The solution is when the donor makes a contribution to your organization. An example of a problem statement is; ; “Hungry and abandoned cats and dogs deserve a loving home.” An example of a solution statement is; “Your gift of $25 can help end animal homelessness and get them the compassionate care they so desperately need.”
Provide an answer to this question; What will their gift accomplish? Then tell a story about how their donation helps make someone’s life or a situation better.
For more ways to create authentic donor connections, read “Copywriting Strategies for Fundraisers – Tools & Tips.”
Be careful that you’re not constantly fundraising on your sites. Social networks are platforms for connection and not for endless series of asks.
How to Build Effective Social Media Campaigns- Tools & Tips
Calls to Action
A clear and concise call to action is key to getting donations. The two most popular calls to action are “Donate Now” and “Donate Today.”
Call to Action to Increase Engagement
If you want people to do something, then you must ask. The best way to ask is with responsive calls to action such as:
- Join our mailing list
- Sign up for our newsletter
- Visit our website
- Read our blog post
- Become a volunteer
- Come to an event
- Sign a petition
- Become a member
How to Add a Call to Action for Facebook
- Visit your Facebook page and click “Add a donation option.”
- Select the “Donate” option.
- Fill in the details to send a visitor to your website donation page and add a button.
How to Add a Call to Action for Twitter and Instagram
Twitter and Instagram don’t have a specific call-to-action button. Most fundraising organizations include a donation page link in the Twitter and Instagram bio section.
Scheduling Content on Social Media
The best time to post is 10:00 AM on Tuesday, Wednesday, and Thursday.
Best Time for Scheduling on Facebook
8:00 AM to 12:00 PM, Tuesday and Thursday.
Best Time for Scheduling on Instagram
11:00 AM, Wednesday.
Best Time for Scheduling on Twitter
8:00 AM, Monday and Thursday.
Best Time for Scheduling on LinkedIn
9:00 AM, Tuesday, and Wednesday.
These times are starting points. Experiment with posting at different times of the day and on different days of the week to find the optimal schedule for your audience.
How to Gain More Social Media Followers
Tag Someone to Gain Followers
To gain followers, tag people using the “@” symbol. Encourage others to tag their followers who may benefit from or enjoy a specific post by writing, “Tag a friend who needs this today!”
Use Hashtags to Gain Followers
Use hashtags to join new conversations and increase your reach. Be sure to create a hashtag unique to your organization.
Encourage Sharing to Gain Followers
Encourage followers to share your content. Invite supporters to share THEIR stories about their involvement with your cause.
Send an Email to Gain Social Media Followers
Provide your email subscribers with information about your social sites and invite them to follow. Your own subscribers will be your best followers and donors. Use these ten tips to improve your fundraising efforts using email for successful and responsive email campaigns.
About Your Followers
Having a large number of followers doesn’t mean they read your posts or click on your links. The key is to build a thriving online community. You want people who actively engage with your content, share it, and ultimately respond to your call to action.
How to Engage with Followers
Engaged followers are often the ones who will spread the word about your organization. An engaged community will share your content with other like-minded friends and individuals in their social media circle. They are very likely the people who will respond to your appeals to donate.
It is essential for an organization to respond to comments and questions, and to be attentive and active on all social media sites. Publicly recognize people who retweet, like, and mention your organization on all your social media accounts. Thank those who comment. Respond to comments and questions in a timely manner. All these actions will strengthen your relations with supporters.
Building an effective social media campaign is no easy task. By applying the tips provided in “How to Build an Effective Social Media Campaign – Tools & Tips,” your online fundraising community will feel heard and acknowledged. They will be more likely to become fans and your most loyal social media ambassadors and donors.
For more information about creating social media campaigns, contact us today! Write Choice Marketing will energize your social media strategy and inspire authentic donor connections that will deliver more donations.
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Write Choice Marketing-Helping nonprofits raise donations through compelling copy, engaging content, and donor responsive strategies that get results. We offer creative, cost-effective fundraising and marketing solutions.