Nonprofit organizations do a lot of great things to make the world a better place – often on a budget that is slim at best. However, money isn’t the only thing nonprofits are lacking: they can also suffer from a lack of confidence, especially when it comes to social media strategy.
Harmony Vallejo is the CEO of Universal Events Inc., an organization that supports nonprofits and ethical businesses by providing backend support. She helps nonprofits improve their branding and writes content on how nonprofits can better improve their overall presence.
“The truth is a lot of nonprofits don’t feel extremely confident that they’re maximizing their social media potential,” says Harmony Vallejo. “Luckily for them, it doesn’t have to be that way.”
With a little education and the right tools, any nonprofit social media presence can reach its maximum potential.
In today’s article, Harmony Vallejo breaks down her guide for how nonprofits can use social media to better drum up donors, attract volunteers, connect with their audience, and more.
Benefits of social media for nonprofits
If your nonprofit doesn’t have a social media presence yet – your nonprofit is missing out. There are more than 4 billion social media users in the world, a number that only continues to grow each year. If you want to spread the word about your nonprofit, social media offers you access to a massive potential audience.
Here’s how nonprofits can make the most of their social media.
Promote awareness of your cause
“The best thing to do is to drum up support for your cause by providing your audience with educational posts. People can’t get behind you if they don’t know what your organization is all about, right?” explains Harmony Vallejo. “Social media is an easy, impactful way to spread the word about your organization’s mission.”
For example, the ACLU uses animated videos on YouTube to share personal stories that inspire audiences to connect emotionally for the right for LGBTQ+ rights.
People aren’t just online to meet friends. They use the internet to learn about the world, to be informed, and most importantly – to be entertained.
Thirty-six percent of social media users are online to “kill time,” while another 28% log in to “see what’s being talked about.” So, post about your cause and get people talking.
Drive fundraising efforts
“Social media is just a natural fit for your next fundraising drive. Include donation links in your posts or stories, and pop one directly into your social media bio, as well, to make it super easy for anyone to help fund your campaign,” adds Vallejo.
Whether you’re promoting a specific fundraising campaign or just trying to encourage people to regularly contribute, followers can donate in just a few clicks.
Connect with your donors
Being accessible to potential donors is important for any nonprofit organization. If someone has questions about your services or is excited to make a big donation, you’re going to want them to be able to connect with you.
“By operating a social media account, you’re creating one more avenue for connection,” says Vallejo.”Social media is the preferred communication tool these days. So, why not be available to chat with your supporters or members in a medium that works for them?”
Share your impact
Social media is the perfect place to talk about the impact your organization is having. Post about your accomplishments after a big campaign drive, or share screencaps of your Annual Report.
“Get personal, share real-life stories of people who have been impacted by your work,” adds Harmony Vallejo. “Wins that might otherwise get buried deep on your website are now front-and-center in your followers’ feeds.”
Creating a social media strategy for a nonprofit organization isn’t that different from creating one for a business. Whether your goal is to grow your donor base or build up buzz around your campaign, these tips and tricks can help boost your social media presence.