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Clicks That Count – Building a Social Media Strategy for Nonprofits

social media likes on computer

Ready to turn your nonprofit's social media feed into a buzzing hive of activity? Imagine an online presence where supporters gather, not just to see what you're up to but to be a part of your mission's journey.

Whether you're a social media newbie or a savvy poster, get ready for some fresh, fun ideas that will make your nonprofit's message stick in the hearts and minds of your audience.

Let's roll up our sleeves and dive into social media, where every post is an opportunity to make a lasting impact!

Understanding the Importance of Social Media for Nonprofits

With nearly 4 billion users on social media, it's more than just a place for funny cat videos and vacation pictures; it's where your organization's story gets seen and heard.

When you post regularly, you're not just sharing updates; you're building trust and showing the impact of your work in a real way. And here's the best part: every interaction on your posts – like, share, or comment – works like a supercharged recommendation, bringing your message to people who haven't discovered you yet.

Plus, with online fundraising tools, collecting donations is as straightforward as sharing a post that resonates. In the bustling world of social media, your nonprofit isn't just an account; it's a hub of activity, bringing in new supporters and sparking conversations that matter.

Choosing the Right Social Media Platforms

Picking the right social media platform for your nonprofit is crucial. Each one offers unique features and caters to different audiences, so understanding these can help you choose the best fit for your goals.

Facebook: With nearly 3 billion users, Facebook is a social media powerhouse. It's excellent for nonprofits because it reaches a wide range of people and offers specific tools for fundraising and community engagement.

Instagram: under the same roof as Facebook, Instagram targets a younger demographic. It's perfect for sharing compelling photos and videos. It also comes with handy fundraising and storytelling features.

Twitter: If you're looking for quick, timely updates and lively discussions, Twitter is your go-to. Its brief posts and popular hashtag campaigns are great for raising awareness and sparking conversations about your cause.

LinkedIn: LinkedIn is where you'll find professionals. It's a great platform for networking with potential partners, donors, and volunteers and sharing detailed content about your organization and its insights.

TikTok: Popular with younger audiences, TikTok is the place for short, engaging video content. It's ideal if your aim is to connect with the younger generation through creative and entertaining videos.

Creating a Nonprofit Social Media Strategy

Creating a successful social media strategy for your nonprofit begins with clear, measurable goals. Using the SMART framework—Specific, Measurable, Attainable, Relevant, Time-based.

SMART Goals for the Year: Focus on long-term achievements. This could include increasing your Facebook page likes, launching successful fundraisers on Instagram, or enhancing engagement on TikTok. Your goals should be clear and achievable within a set timeframe.

SMART Goals for Individual Campaigns: Apart from annual goals, it's important to set SMART objectives for each social media campaign. Whether it's a hashtag campaign, a poll, a Q&A session, or a giveaway, defining specific and measurable targets helps you assess the campaign's success.

Creating a Content Calendar: A content calendar is essential for maintaining a regular posting schedule. It allows you to organize and plan your posts ahead of time, ensuring that your audience receives a steady flow of engaging content.

Measuring Success: Track your social media strategy's key performance indicators (KPIs). These metrics, like follower growth, impressions, engagement rates, and fundraising ROI, are crucial for understanding the impact of your efforts and making informed adjustments.

Implementing Best Practices

Incorporating some best practices is key to ensuring your social media strategy hits the mark. Here's how to make the most of your social media presence:

Establish Guidelines and Policies: Having clear parameters for how your nonprofit shows up on social media is crucial. This includes defining your brand voice, deciding your posting style, and ensuring correct spelling and grammar. Don't forget the nitty-gritty, like online conduct, security measures, and adhering to copyright laws.

Create Social Media Profiles: Make sure your social media profiles are fully fleshed out. They should include essential details like your location, how to contact you, a quick summary of what your nonprofit does, and a link to your main website.

Post Shareable Content: The goal is to create content that people can't help but can't. Consider including engaging images, videos, infographics, motivational quotes, interesting statistics, and helpful tips – these tend to attract more shares and broaden your reach.

Use an Authentic Voice: Being genuine on social media can really boost how people engage with you. Share the real stories of your nonprofit – the ups and downs. It makes your organization more human and relatable.

Start Conversations: Remember, social media is a two-way street. Kickstart discussions by sharing relevant news or asking your community for their thoughts on issues and events. It's all about starting a dialogue.

Interact with Your Audience: Engagement doesn't end with posting content. Actively like, comment on, or reshare content your audience posts about your organization. It's about building a community, not just broadcasting messages.

Amplifying Your Nonprofit's Voice on Social Media

As we wrap up this journey through the vibrant world of social media for nonprofits, remember each platform offers a unique opportunity to engage with supporters, volunteers, and the community— and even catch the eye of potential grant funders.

By strategically using platforms like LinkedIn to network with professionals and leveraging platforms like Facebook and Instagram to showcase your impact, you open doors to new funding opportunities and partnerships.

So, keep posting, sharing, and connecting. Every post and update is a step towards amplifying your voice and making a deeper impact.


Kristin Chute head shot

Kristin Chute is a freelance writer with a passion for helping nonprofits increase their reach and impact. She has written for companies offering SaaS solutions, nonprofits directly, and donor loyalty programs.

Kristin believes in the power of nonprofit organizations to change the world. With expertise stemming from her career and personal connection to volunteering at her childhood summer camp, she shares insights to help nonprofits increase their reach, engage supporters, and amplify fundraising efforts.


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