Here’s How Social Media Marketing for Non Profits Works
In tandem arrangement, social media marketing and non-profits seem like an odd combination. However, if you haven't been able to crack the code on how to scale your nonprofit to the next level, here's the right way of doing that.
Connecting with constituents, meeting deadlines, raising awareness for causes, and aligning like-minded people, who share a common interest, are just some of the objectives that non profits strive for. Unfortunately, the game’s a little different when it comes to seeking results to the aforementioned goals through social media marketing for non profits.
Simply creating a Facebook page with a couple of thousand followers doesn’t cut it anymore these days. As much as social media is oozing with opportunities for businesses, non profits also need to crack the code on scaling for success.
To that end, we have talked about a bunch of different strategies pertinent to social media marketing for non profits, fundraising tactics, and general guidelines on getting started.
What Social Media Marketing for Non Profits Entails?
The embodiment of social media marketing for non profits is entirely different because a lot of key ingredients to the strategy shift the context.
For instance, when we are looking to promote non-profit organizations or their services on social media, money will always be a bit of an issue. For some companies, it’s the ‘White Elephant‘ in the room for their own reasons.
Unlike for-profit businesses where funds are allocated to running marketing campaigns, non profits are usually strapped for cash because the primary source of their income is scattered over the following variants
c. Funds Coming In From Patrons etc.
On top of that, non profits have to keep up with overhead expenses, such as utility bills and employees payroll to keep sustainability at a stable level. Therefore, any non profit organization, no matter how big it is, doesn’t perform like your typical organization.
And yet, at the same time, non profits need to use social media for scalability and outreach on a limited budget.
The strategy is to keep the entire social media for non profits strategy set aligned with a cost-effective planning module. This effect can only be achieved when such strategies are backed up by data-driven metrics, carefully monitored, and executed in a timely manner.
Examples of Popular Social Media for Non Profits Platforms In 2021
Let’s start with Facebook.
Since its inception, the platform has expanded exponentially. As of right now, almost 9,000 non profits from different parts of the world use Facebook for marketing purposes. In that order, the high-tier nonprofit organizations, which have an abundance of budget, also run paid ads, just to spread the word about whatever’s going on at the company’s side.
The real intent behind these paid ads is not to acquire new clients, but to increase outreach factors about the community welfare work that these companies are doing. As a result, the word of mouth marketing effect occurs, where referral traffic acts as a by-product of running ads on Facebook for non profits.
Moving on, Twitter is another stellar example of social media marketing for non profits platforms where microblogging is used as a form of conveying clear and concise information.
According to experts from the ‘Amplifi’ network, almost 40% of people discover non profits they donate to on Facebook, Twitter, and Instagram. It was further noted that through the combined use of videos, email, and community public relations functions, non profits trigger audience emotions to their “advantage.”
Then again, there are other tactics, such as adding a chatbox and a donation button on a non profit’s social media page, and official website to escalate the fundraising process. While DonorBox’s blog stats from 2018 state that Twitter had 330 million active monthly users, Facebook had almost 2.07 users and Instagram had 800 million active users, the number has increased exponentially by now.
As of today, social media for marketing for non profits is all about playing smart to achieve realistic goals. Since the sense of interconnectedness is more common on social media, non profits don’t have to struggle as much to spread their story and cause, as opposed to the old days when these networks weren’t there.
Benefits of Executing Social Media for Non Profits Strategies
Just like any other social media marketing strategy for businesses, non profits also benefit from them in their own unique way. Here are some of those key benefits that you need to be mindful of.
Just as we mentioned earlier, social media marketing for non profits is a golden avenue where anything can be promoted, if done the right way.
Whether a non profit is competing for spreading awareness about education, poverty, or a unique cause, you can share that unique message on social media. It’s easier that way.
The visitors can see that you are communicating your message and sharing unique stories with the rest of the world. Doing so creates resonance, and ultimately results in better connectivity with people & communities who share the same causes.
2. Easier To Inspire Action
Remember that phrase, “Actions speak louder than words.?” Well, this is exactly what non profits do on social media.
By not only sharing their stories through text posts, the message is overlayed with a combination of visuals and a lot of creative context to them. People rally behind the non profits’ cause with concrete actions that inspire the same among other individuals.
Followers can be encouraged to influence politicians, celebrities, and anyone who can further play a vital role in inspiring the same sense of “action.”
3. Build Online Communities
Non profits thrive on community work. Social media gives ample playground to these organizations to help them recruit volunteers, public speakers, and vice versa.
Advocates for a shared cause join hands to share resources and stay informed about issues critical to growth factors.
4. Better Impact
Regardless of whether a message is big or small, social media marketing for non profits helps to create a resonance effect.
Often called the ripple effect, it inspires one person or a group, and then they continue to do the same because of the strong impact of the non profits’ campaign. In that order, contributors and volunteers realize the gravity of the cause and see how it can create a difference.
The rest is all about banking on the support that comes in through that resonance effect. It’s a shared impact at the end of the day, with interests aligned with meeting goals as a global team player on followers’ behalf.
The Best 4 Strategies To Scale Social Media For Non Profits Strategy
Let’s take a look at some of the tips that we have curated for you to expedite your social media marketing process for non profit organizations.
1. Set Up Your Social Media Profile The Right Way
If you are setting up a social media for non profits profiles for the first time, make sure that your unique message, contact information, and address are there for all the potential followers to see.
The About and Our Story section is a unique resource for aligning people with your cause through creative content. Since you only have words to play with, in those two specific areas, you can get a copywriter to create something for your nonprofit company.
Moving on, as we mentioned earlier that non profits thrive on donations and fundraising campaigns, make sure that you are benefiting from the following ‘platform-specific perks:
a. Instagram for Non Profits
Instagram has a dedicated ‘Charitable Giving Tools’ section. Make sure you’re using it
If you haven’t done it by now, switch to a business profile for your non profit
Add a donate button to your Instagram for non profit profile page
Depending on the eligibility criterion, you can sign up on Facebook to receive Facebook Payments
Also, check if you are eligible for Facebook Fundraising
You can accept donations on Facebook through different personal fundraiser campaigns
YouTube has a dedicated ‘YouTube for Nonprofits Program’
You can create a channel, and enroll it as a Nonprofits Program after getting a decent number of followers
2. Set Up Your Non Profit Organization’s Website
While social media marketing for non profits will always have added leverage over conventional marketing channels, you cannot deny the importance of setting up a website.
After all, a website is more than just a URL to your organization when potentially thousands of visitors will be flocking in as part of referral traffic from social media platforms.
Another important aspect of setting up a website for a non profit organization is adding a donations button in the top-fold section. Alternatively, you can have your web developer create a strapline, and mention something about how donations help your nonprofit to fulfill the cause, etc.
3. Enroll In Free Training Courses for Nonprofits
As of right now, Facebook, Snapchat, Instagram, and LinkedIn have dedicated courses available on social media marketing for non profits. If you don’t have time to go through these courses, volunteer someone else from your organization.
These training courses have been known for helping marketers with business scaling strategies suited to nonprofits’ requirements.
The first part of creating engaging content for non profits is the content calendar. Once you have nailed it down, with briefs and segments on which type of content goes where it is all about captivating your audience’s attention.
For non profits, most of the wiggle room lies in the sharing stories aspect of an online presence. What makes you unique? Why is your cause so special? And, why should people support your non profit organization when there are tons of other similar communities already working across social media networks?
Try to answer those aforementioned questions through creative content, while doing background research on the type of content that your competitors are producing. Facebook Stories, Instagram Stories, and LinkedIn Stories are the best opportunity for you to create short-form visual content that summarizes the essence of your non profit company.
Speaking of stories, a lot of studies have confirmed that Twitter finds videos that include people in the first few frames to help with 2x better conversion. Photos and videos with animals, or people’s faces have a higher retention rate for non profits as opposed to plain text messages sent out through the ‘Stories’ section.
Social Media Marketing for Nonprofits Is a Big Deal
With the help of the aforementioned social media marketing for non profits tips, you can cultivate the effect of improved outreach on your respective platform. The only “secret” to success is creating better and timely content on the basis of data-driven metrics.
Fall back on your pain points and see which areas were the ones where you didn’t perform well. Then you need to revise your strategy alongside realistic short-term goals and come back at it again. Like any other campaign for a for-profit business, non profits have to go through the same adversity factor. Therefore, keep at it and don’t lose patience because social media marketing is a game for the long haul.
Good luck out there.
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