Social media is an integral part of our lives, and it’s impossible to ignore its impact on nonprofits. These organizations can leverage social media to build relationships, spread awareness about their cause, and increase donations.
Social media platforms provide an avenue for organizations to connect with their supporters and share their mission with the world. In this guide, we’ll explore the benefits of social media for nonprofits, the unique challenges these kinds of organizations face, and how they can create an effective strategy.
We’ll also cover best practices for nonprofit social media management and content creation. And, of course, we’ll share how Jetpack Social can help fuel success.
Social media is a vital tool for nonprofits to reach a wider audience and cultivate support. With over four billion social media users worldwide, it’s hard to ignore.
Social media platforms can help nonprofits build their brand, share their mission, and engage with their audience. Nonprofits that leverage social media effectively can increase their reach, raise more funds, and drive more action towards their cause.
There are many benefits of social media for nonprofits. Some of the most significant benefits include:
While social media offers many benefits for nonprofits, there are also challenges to using it successfully. Some of the most common ones include:
The reach that social media provides makes it an essential tool for nonprofits to communicate with their audience and mobilize support. By having a clear and effective social media strategy, nonprofits can maximize their impact, reach new audiences, and build long-lasting relationships with supporters. In this section, we’ll explore the ways in which a nonprofit social media strategy can help further the mission.
Social media is a great tool for nonprofits to raise funds and support their cause. Without spending a ton of money, they can share their fundraising campaigns, calls to action, and success stories with a wide audience. They can also promote crowdfunding campaigns or donation-matching challenges to inspire their followers to donate more.
By leveraging the right platform, nonprofits can reach potential donors where they spend most of their time. Social media can also be used to engage with donors and supporters, thank them for their contributions, and build better relationships.
Social media provides an opportunity for nonprofits to promote their events and advocacy campaigns. They can share information about events, create buzz around their campaigns, and invite their followers to participate.
Nonprofits can also use social media to showcase past event highlights, share photos and videos from activities, and thank supporters for their attendance. By leveraging social media, nonprofits can increase event attendance and raise awareness about their advocacy campaigns.
Social media can be used to help keep supporters encouraged, engaged, and motivated. By sharing updates on the nonprofit’s impact or recent milestones surpassed, organizations can build long-lasting momentum.
From creating graphics that summarize accomplishments to showcasing success through video interviews with beneficiaries, volunteers, and partners, there are plenty of ways nonprofits can demonstrate the impact of their work.
It’s not all about finding new supporters — social media can be used to bolster relationships with existing donors and volunteers as well. Nonprofits can thank their donors for their contributions, and share updates and individual stories about the impact their donations have had in the real world.
Organizations can use social media to provide behind-the-scenes glimpses of their work, showcase the people behind their organization, and offer exclusive opportunities for supporters.
By leveraging social media, nonprofits can build lasting relationships with their donors and increase the likelihood of future donations.
Social media can be a powerful tool for nonprofits to recruit board members, volunteers, and staff. They can post new job openings and volunteer opportunities, as well as showcase the work of current team members.
Nonprofits can also use social media to highlight the benefits of working for their organization, share testimonials from current and past staff, and provide a glimpse into the culture. By leveraging social media, nonprofits can attract the right talent and build a strong team to support their mission.
Driving more website traffic is often a top goal for nonprofits, and social media provides plenty of opportunities to help meet that objective. Organizations can share links to their website, blog posts, and other content to encourage followers to abandon scrolling and explore more about them.
Many social media platforms also allow nonprofits to create targeted, paid ad campaigns to collect new email subscribers, find leads for potential donors or volunteers, or simply drive site traffic on a pay-per-click basis.
Social media can be used to engage with media outlets and build relationships with key reporters and contributors. Nonprofits can connect with journalists, bloggers, and other media influencers, share their story ideas and news releases, and establish themselves as an expert in their field.
Organizations can also use social media to respond to media requests, share relevant content, and thank outlets for their coverage.
The amplification of their message through the media relationships built on social media is an indirect benefit of using social platforms, but it’s one that can’t be ignored.
Nonprofits need the support of many different key stakeholders, such as policymakers, community leaders, and influencers. Through social media, organizations can engage with these stakeholders, share relevant information, and build rapport.
Nonprofits can also use social media to demonstrate their impact and effectiveness, highlight accomplishments, and advocate for their cause.
Social media can be used to collaborate with complementary organizations and form partnerships to increase each other’s reach and impact, share resources, and support each other’s missions.
They can promote joint events, campaigns, and initiatives, and encourage their followers to get involved.
Nonprofits can use social media to foster a sense of community around their cause and mission. By sharing their stories, accomplishments, and impact on social media, nonprofits can inspire followers and create a sense of belonging.
Nonprofits can also use social media to engage with their followers, respond to comments and messages, and recognize their support.
With so many social media opportunities available, it can be overwhelming to know where to start. That’s why we’ve put together this step-by-step guide to help you create a successful social media strategy for your nonprofit:
Before you start creating your nonprofit’s social media strategy, it’s crucial to define your goals. What do you hope to achieve through your efforts? Are you looking to raise awareness, build relationships, or promote your campaigns? Having clear goals in mind will help you stay focused and measure your success.
Once you’ve defined your goals, think about how social media fits into your overall strategy. Are there specific, existing campaigns or initiatives you want to promote through social media? Are there certain audiences you want to target?
Next, take a step back and think about what sets your nonprofit apart. What are your strengths and unique value proposition? How can you use your strengths to achieve your social media goals? This will help you identify the messaging and content that will resonate with your target audience and make your organization stand out.
Think about the values and mission that drive your nonprofit. Use this to inform the messaging and content that you share on social media and make sure your online presence accurately reflects your organization.
Once you clearly understand your strengths and unique value proposition, it’s time to research what other organizations in your sector are doing on social media. What strategies are they using? What seems to be working well for them? This research can provide valuable insights into best practices, as well as areas where you can differentiate yourself and stand out.
Take the time to review the social media profiles of other nonprofits in your sector, and make note of what you like and what you think could be improved.
Here’s what your research process could look like:
Next, it’s time to choose the right social media platforms for your nonprofit. Consider your goals, target audience, and resources when making your decision. Each platform has its unique features and audience, so choose the ones that make the most sense for your organization.
Identify where your target audience is spending their time online, and make sure you have a presence on the platforms that are most relevant. It’s usually best to start small and focus on a few platforms at first. You can always expand later as you grow your following.
Here’s how to determine which social media platforms to use:
WooCommerce has a great guide to help you choose the right social media platforms. While it focuses on ecommerce stores, there’s a lot of great information for nonprofits, too!
With your social media platforms in place, it’s time to develop brand guidelines for content creation and curation. These guidelines should outline the tone, style, and messaging that should be used across all of your social media profiles. This will help ensure consistency and coherence in your messaging and make it easier for your team to create and curate content.
Focus on the image you want to project through your social media presence, and make sure your brand guidelines reflect this. Ensure that all content created for your social media channels aligns with your brand guidelines, and consider hiring a professional to help with content creation, if necessary.
Here are some tips related to developing social media brand guidelines for a nonprofit:
There are a variety of automation tools available that can help increase efficiency and save time. Tools such as Jetpack Social can help you automate your social media posting and streamline your efforts by auto-sharing your website content on social media and scheduling posts in advance.
When choosing tools, consider taking the following steps:
Once you have your brand guidelines and automation tools in place, it’s time to build a content calendar. This calendar should outline the content you plan to post on each of your social media platforms and when those posts should be distributed. This will help ensure that you’re consistently sharing engaging and relevant content. It will also make it easier to plan and schedule posts in advance.
Having a content calendar in place can help you stay organized and avoid last-minute scrambling to create posts.
To create a content calendar for your nonprofit:
Publish once. Share everywhere.
Automatically share your website content to your favorite social media platforms, from one place.
Social media influencers and advocates can help spread your message and reach a wider audience. Partner with individuals who are passionate about your cause, have a large following on social media, and whose reputation will reflect positively on your organization.
To successfully partner with influencers and advocates, consider the following:
Social media should be integrated into your broader communications and fundraising strategy. Make sure your efforts support your overall goals and objectives. For example, you can use social media to promote your fundraising campaigns, thank donors, and share updates on your progress.
Things to keep in mind when integrating social media into your broader strategy:
Finally, regularly analyze the success of your social media efforts and make adjustments. Continuously iterate and improve your strategy to ensure that you’re making the most of your social media presence. Use analytics tools to measure the reach and engagement of your posts and identify areas for improvement. This will help you make informed decisions about how to adjust your strategy and achieve your goals more effectively.
It’s important to remember that social media is constantly evolving, and your strategy should be flexible and adaptable. Be open to trying new tactics, experimenting with different types of content, and adjusting your approach as needed. By continuously refining your strategy, you can ensure that your social media efforts are making the biggest impact possible for your nonprofit.
Social media is a powerful tool for nonprofits to engage with their audience, build relationships, and increase their impact. Here are 12 best practices for nonprofit social media management and content creation:
To maximize the impact of your social media efforts, you should optimize your content for each platform. Consider the unique features and audience of each one and adjust your content accordingly. For example, on Instagram, visual content like images and videos tend to perform well, while on others, short, concise updates are often the most effective.
Take the time to understand what generally works best for each platform, and experiment with different types of content to see what resonates with your specific audience.
Don’t be afraid to try new things. Experimenting with different types of content can help you find what works best for your audience and make the most of your social media presence. Try incorporating images, videos, live streams, and other types of content into your strategy to see what gets the most traction.
Think about the different ways you can tell your nonprofit’s story, and consider how each type of content can help you achieve your goals. For example, visual content like images and videos can help create emotional connections with your audience, while live streams can help you engage with your followers in real time.
Storytelling is a powerful tool for creating emotional connections with your audience. Share stories that demonstrate the impact of your work and inspire others to get involved. Think about the different ways you can bring your nonprofit’s stories to life, and how you can use storytelling to engage and inspire your audience.
Humanize your nonprofit and make a personal connection with your audience. Share stories about the people you serve, the impact of your work, and the challenges you face. Make sure your stories are relatable, inspiring, and memorable.
Incorporating user-generated content from supporters and advocates can help build a sense of community and create a more authentic and engaging presence on social media. Encourage your followers to share their own stories and experiences related to your nonprofit’s cause, and feature this content on your social media channels.
Consider using contests, challenges, and campaigns to encourage your supporters to share their own stories and experiences.
It’s essential to ensure that your social media content is accessible to all, including individuals with disabilities. Use alternative text for images and closed captioning for videos to ensure that everyone can access and enjoy your content.
Also, make sure your social media content is easily understandable, regardless of the language or culture of your audience. Use clear and concise language, and avoid jargon and technical terms whenever possible.
Visual and video content are a powerful way to tell your nonprofit’s story and create emotional connections with your audience. By incorporating images, videos, and other types of visual content into your social media strategy, you can bring your story to life and engage your followers in new and exciting ways.
Consider using a variety of types of visual content, including photos and videos of your staff and volunteers in action, graphics and infographics to explain complex concepts, and behind-the-scenes glimpses of your work. You can also showcase the impact of your work, share inspiring stories from your supporters, and connect with your audience on a deeper level.
When creating visual content, focus on high-quality images and videos that clearly communicate your message. Use compelling captions, hashtags, and other creative elements to make your visual content stand out on social media.
Automating your social media posting can save you time and increase efficiency, allowing you to focus on creating and curating the most engaging content. There are a variety of tools available, including Jetpack Social, that can streamline your efforts.
When choosing a tool for automating your social media posting, consider your goals, target audience, and resources. Make sure the tool you choose is easy to use and integrates seamlessly with your existing systems and processes.
Once you have a tool in place, consider how you can put it to work to automate your social media — including scheduling posts in advance, creating and publishing content at optimal times, and tracking your performance and engagement metrics.
By leveraging tools to automate your social media posting, you can increase your efficiency, save time, and make the most of your social media presence.
Developing a social media ambassador program is a great way to engage your supporters and encourage them to share your message with their own followers. People who are both passionate about your cause and have a large following on social media are incredibly valuable assets for your nonprofit.
To develop a social media ambassador program, consider how you can involve your supporters and advocates in your existing efforts, and think about what types of recognition and rewards you can offer. You can also provide ambassadors with training and resources to help them effectively share your message.
By working with the right people, you can make a bigger impact through your social media. And by recognizing and rewarding their contributions, you can create a sense of loyalty and teamwork that can further help your efforts thrive.
Regularly recognizing and thanking your supporters, donors, and partners on social media is a powerful way to build a sense of community and strengthen your relationships with key stakeholders. Whether you’re thanking a donor for their contribution, recognizing a volunteer for their service, or acknowledging someone for their support, this is an important part of building a strong and engaged community.
When recognizing and thanking your supporters, focus on personalizing your messages and making them feel valued. Use images and other types of visual content to increase the impact of your messages, and consider offering exclusive opportunities or rewards to those who are recognized.
Your staff and volunteers are the backbone of your nonprofit, and highlighting their work on social media can help create a more personal and engaging presence. By showcasing their work, you can create a more human and relatable presence on social media and connect with your followers on a deeper level.
Plus, it can invigorate and encourage your team, so they remain productive and motivated in their day-to-day work.
Here are some ways to highlight the work of your staff and volunteers:
Responding to comments and messages is an essential part of social media management. By focusing on quick, respectful responses, you can build stronger relationships with followers and create a more engaging presence on social media.
Here are tips to help you respond to comments and messages:
Collaboration and community-building are key components of any successful nonprofit strategy, and social media is a powerful tool for achieving these goals. By highlighting the work of complementary nonprofits and organizations, you can demonstrate your commitment to the common good and help build relationships with other organizations. This can lead to increased opportunities for partnerships and joint initiatives, which can help you achieve shared goals and make a bigger impact.
To get started, consider the following tips:
Yes, social media is essential for nonprofits. It provides a platform for organizations to reach a wider audience, engage with supporters, promote their cause, and raise awareness about their work. Social media also offers an opportunity for nonprofits to build relationships with their stakeholders, share their impact, and develop a greater sense of community.
A nonprofit should post content that aligns with its goals and objectives, and is relevant and engaging to its target audience. Some examples of the types of content that nonprofits can post on social media include:
The frequency of posting will depend on a variety of factors, including your goals, target audience, and resources. On average, it’s recommended that nonprofits post one to two times per day on each of their social media platforms. However, it’s essential to find the right balance between frequency and quality and not to compromise on the quality of your content for the sake of posting more frequently.
The best times to post on social media will vary depending on your target audience and the platform you’re using.
On Facebook, the morning usually works best. On platforms like Instagram, users tend to be more active throughout the daytime hours.
Consider using a social media management tool, like Jetpack Social, to schedule your posts in advance and optimize for the best times.
With Jetpack Social, nonprofits can schedule and share their content across multiple social media platforms, auto-share their website content, and manage their social media presence from one convenient dashboard.
If your nonprofit has a website on WordPress, then Jetpack Social is the perfect solution to help you achieve your social media goals. By leveraging the power of Jetpack Social, you can focus on what you do best — making a difference — while leaving your social media management in the capable hands of Jetpack.
To learn more about Jetpack Social and start fueling your nonprofit’s social media success today, visit the following page: https://jetpack.com/social/
This entry was posted in Social Media. Bookmark the permalink.Rob is the Marketing Lead for Jetpack. He has worked in marketing and product development for more than 15 years, primarily at Automattic, Mailchimp, and UPS. Since studying marketing at Penn State and Johns Hopkins University, he’s focused on delivering products that delight people and solve real problems.
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