Johnson’s team wears many hats (as many nonprofit employees do), and that includes managing BGCGW’s social media strategy.
I thought she’d be the perfect person to ask how nonprofit organizations can tap into the power of social. Let’s take a look at her top tips.
Table of Contents
Why Social Media Matters for Nonprofits
Before we dive into the how, let’s talk about the why — why is it important for your nonprofit organization to be on social media?
For starters, we can look at the data: 55% of people who engage with nonprofits on social media end up taking some sort of action. This includes donating money, volunteering, or participating in community events.
I can actually speak to this personally.
I’m a big animal lover. I recently came across a post from The Humane Society on Instagram, and started scrolling through their feed.
Bottom line: Show people what your organization is all about and why they should invest in you.
4. Be genuine and use an authentic voice.
“Social media is a great way to show and tell — to give your target audience an inside view of your organization,” says Terri.
Authenticity is key if you want to tell your brand story in a compelling way and draw more supporters to your mission.
Johnson adds, “It allows you to showcase what makes you unique and can help separate you from the noise.”
Bottom line: Be honest, be real, and believe in what you say. If you can inspire trust, people are more likely to listen.
5. Build a community around your brand.
Your community on social media is more than just the audience you’re trying to reach. It includes your organization’s support system, too.
Terri says, “We like to mention our partners and sponsors as a way to shout them out while building brand recognition.”
“It also allows these companies and individuals to showcase their commitment to supporting our communities,” she adds.
Bottom line: Social media is meant to be social. Start conversations, interact with your followers, and give props to keep people engaged with your mission.
6. Leverage social media perks for nonprofits.
There are a number of social media resources to make it easy for nonprofits to promote their brand and meet their goals.
Here are two examples:
Google Ad Grants for Nonprofits: Google offers free and discounted search ad credits for nonprofits. Terri noted that her team has tapped into this opportunity “multiple times” and seen positive results.
Platform-Specific Tools: Most channels, including Facebook and Instagram, offer built-in fundraising tools for nonprofits. For example, you can easily add a “Support” button to your profile or a clickable “Donate” sticker to your Story.