Many nonprofits are strapped for resources, so they don’t often have the extra cash to invest in larger campaign budgets. As a way to combat this, many nonprofits turn to social media to find their audience and raise awareness for their causes. Social media is a great way to show how organizations work toward their mission.
This week at #SproutChat, we were joined by Sprout All Star, Veronica Brown of the Chicago Public Library Foundation to talk about the importance of social media for nonprofits and how to integrate it into your overall communication strategy.
Social Is an Integral Part of Any Marketing Plan
Whether your nonprofit is just starting out or has been around for decades, it’s important to make sure that social has a place in your communication strategy.
Social media is a great way to reach a wider and more diverse audience. It’s particularly helpful to organization’s with smaller marketing budgets. This is an accessible way to display the good work a mission-based organization does.
Social is an integral part of our communication plan. One of the first things I set up when I joined the team. #SproutChat
— CPLFoundation (@CPLFoundation) August 30, 2017
A1 Social is a great way to get the word out – let people know you exist #sproutchat
— Toby Metcalf (@Toby_Metcalf) August 30, 2017
A1: Social media helps you connect with your target audience. You're able to get to know them and build relationships. #SproutChat
— Express Writers (@ExpWriters) August 30, 2017
You have to meet your customers/donors/stakeholders where they are. Social is a huge part of our comms plan. #SproutChat
— Kathleen Gormley (@KathGorm) August 30, 2017
#sproutchat A1. Makes your users/customers/clients etc feel like part of the fam. Get to know them as individuals and friends = loyalty
— ☂️ a lex jay 🐍 (@_lexjay_) August 30, 2017
A1) Social is integral for #nonprofits, allowing them to reach a wider range of funders/clients/audience with ease #Sproutchat
— Gordon (@gordondym) August 30, 2017
A1: #SocialMedia is the mouthpiece for companies to form & nurture relationships with their target audience. #SproutChat
— Flying Cork (@flyingcorkpgh) August 30, 2017
A1: social is a way to communicate on a broad level. planning what will be shared & howso is vital. #SproutChat
— Independent Retailer (@indretailer) August 30, 2017
A1. Social's great for sharing on limited budget, and getting in front of supporters. 1/ #SproutChat
— Lizz Moffat (@lizzmoffat) August 30, 2017
A1 Social Media levels the playing field for organizations that don't have deep pockets, a must for smaller organizations IMO. #sproutchat
— Daniel Hachey (@daniel_hachey) August 30, 2017
Play the Long Game on Social
Some nonprofits use social as a way to expand their fundraising efforts, but be aware that you likely won’t see the dollars rolling in immediately.
For nonprofits, it’s a slow build and social is just one part of the fundraising journey. To boost your efforts, take the time to build up your social presence and create relationships with your online community before asking for donations.
A2: We want to drive traffic to our website & engage followers. Ultimate goal is to gain email subscribers for donor conversion. #SproutChat
— CPLFoundation (@CPLFoundation) August 30, 2017
A2. Bear the worst-case scenario in mind. Have a plan ahead of time for how to handle public dissent. #SproutChat https://t.co/R2ZKDk09Bg
— ☂️ a lex jay 🐍 (@_lexjay_) August 30, 2017
A2: How are people going to react to your content? Are you giving any room for backlash? #SproutChat
— Apple Box Studios (@AppleBoxStudios) August 30, 2017
A2 If you are giving out funds to help those in need, you will get increased requests for funds #sproutchat
— Toby Metcalf (@Toby_Metcalf) August 30, 2017
A2: Too many people want to rush the process – but it's ok to build slow(er) and calculated too – don't have FOMO #SproutChat
— Chris Barrows 🎙 (@CBarrows) August 30, 2017
A2. You may be overwhelmed w/ engagement. You may have minimal engagement. Be prepared for both. #SproutChat
— Melissa A (@mz_rocko) August 30, 2017
A2: How people engage/react with your content whether it be positive or negative you have to be agile and adapt. #SproutChat
— Flying Cork (@flyingcorkpgh) August 30, 2017
A2: You will be communicating w/ thousands of people across the globe. Don't worry tho, you're prepared to let your content free #sproutchat
— Mike Mills (@SagefrogMike) August 30, 2017
Tracking Metrics Can Tell a Story
It’s common to utilize social to drive traffic to your sites or showcase campaigns, but it’s important to ensure you’re tracking metrics for all social efforts. Use UTM tracking to watch traffic back to your website, or track engagement if awareness is a larger objective for you.
These metrics tell a story about your nonprofit’s online presence and help inform planning for social strategy moving forward.
A3: We track Engagement, Traffic to our Website, and Hashtags that get mentioned. #SproutChat
— CPLFoundation (@CPLFoundation) August 30, 2017
A3: Reach, Click Through Rate, and use Sprout Social's tagging to track campaign success, responses, and feedback. #sproutchat
— Daniel Hachey (@daniel_hachey) August 30, 2017
A3: 2: I use a point system for engagement that I track when I manage an account. Like: 1 pt, Share: 2 pts Comment: 3 points #SproutChat
— Chris Barrows 🎙 (@CBarrows) August 30, 2017
A3: Engagement, LTV, and sentiment.
Always track your return engagement as well because those are your strongest advocates #SproutChat— Jeff Higgins (@ItsJeffHiggins) August 30, 2017
A3: Social link clicks, purchases made on your website, and where people who are visiting your site are from. #SproutChat
— Digital Addicts (@digitaladdicts_) August 30, 2017
A3 Track shares of your content: who is helping spread the word for you? #sproutchat
— Toby Metcalf (@Toby_Metcalf) August 30, 2017
A3 We're tracking new organic page likes/follows, engagement (likes/shares primarily) & link clicks. Not reinventing the wheel 🤨 #SproutChat
— DREW FRIEDRICH (@CoachFriedrich) August 30, 2017
Meet Your Audience Where They Live
With so many social platforms available, it’s easy to think that your nonprofit should be active on every single one. But it’s more beneficial to your organization and cause to really think about your social audience and who they are. Don’t be afraid to be choosy about where you spend your time and effort.
A4: We know our target demographic are women ages 25 – 75, so we aim our limited resources to Facebook, Twitter, and Instagram. #sproutchat
— CPLFoundation (@CPLFoundation) August 30, 2017
A4: Be where your audience lives. Do your research & see where the most engagement is happening. Live there. #SproutChat
— Flying Cork (@flyingcorkpgh) August 30, 2017
A4: It's always good to be on the main three: Facebook, Twitter, and Instagram. #SproutChat
— Digital Addicts (@digitaladdicts_) August 30, 2017
A4: Be on the social networks your target audience is actively using. #SproutChat
— Express Writers (@ExpWriters) August 30, 2017
A4: Be mindful that some networks (FB, IG) require more regular posting than others (Snap, LinkedIn) in some cases #SproutChat
— Kathleen Gormley (@KathGorm) August 30, 2017
A4: Wherever my target market is, that's the networks I focus on. #SproutChat https://t.co/Kyg0C2yeLV
— D.Nicole✨ (@demetnicole) August 30, 2017
A4: be where your audience is & where you're making the most impact. #sproutchat
— Independent Retailer (@indretailer) August 30, 2017
A4) Do. Your. Research. Plenty of free/low-cost tools to identify where your key audience is talking. Then engage. #Sproutchat
— Gordon (@gordondym) August 30, 2017
A4 The channels where you can engage more effectively with your community. E.G. Insta isn't as beneficial as A platform for some #sproutchat
— Michelle (@DaringMillennia) August 30, 2017
Content Calendars Are Key
Regardless of whether or not you’re a for-profit business or a nonprofit, any good social account plans in advance. Make sure you have clear content buckets and that you’re filling in gaps where there is a lack of content. Consistency is key when it comes to success on social media.
A6: We plan content 30 days out working around blog posts, events, fundraising campaigns, program highlights we want to cover. #sproutchat
— CPLFoundation (@CPLFoundation) August 30, 2017
A6: A content calendar and scheduled posts. #sproutchat
— Michelle (@DaringMillennia) August 30, 2017
A6: Plan your content according to your goals. What do you want to achieve? Make sure your content helps you reach your goals. #SproutChat
— Express Writers (@ExpWriters) August 30, 2017
A6: Come up with a theme or message that people can take away from a campaign or posts that they can attribute to your brand #sproutchat 1/2
— Daniel Hachey (@daniel_hachey) August 30, 2017
Q6: always started by listening 2 your audience #SproutChat
— Jenny S. West (@jennyswest) August 30, 2017
A6. Make a content calender. Use programs like #Buffer
Go where people are interacting. #SproutChat https://t.co/guhdVYu0bU— Robert Warren (@robofthunder) August 30, 2017
A6: Look at previous dates & schedule based off engagement for time & day. A/B images & copy to see what works. A calendar too. 😉#SproutChat
— Jeff Higgins (@ItsJeffHiggins) August 30, 2017
A6: As far ahead as you can, with plenty of room for last-minute inspiration – evergreen posts can be moved to fill empty space #SproutChat
— Stephen Burke (@stephen_burke13) August 30, 2017
A6: SM calendar! Plan out posts as far in advance as you can, with links to scheduled & evergreen content. . . #SproutChat
— Alexia P. Bullard (@ap_bullard) August 30, 2017
Tune in to #SproutChat next Wednesday, September 6, to talk about planning content and the importance of a content calendar. Until then, be sure to join our Facebook community to connect and mingle with other folks in the industry.
This post #SproutChat Recap: Social Media for Social Good originally appeared on Sprout Social.
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