A Strategic Guide to Social Media for Your Nonprofit

If you’re ready to use social media effectively for your nonprofit, here’s your ultimate guide to getting started.

Posted 9 months ago

Written by

Mackenzie Taylor

Posted 9 months ago

We get it — leading a nonprofit organization is no small feat. Juggling a troop of dedicated volunteers, organizing a never-ending cycle of fundraisers, and spreading your cause’s message are all crucial elements.

And what’s more, you often need to accomplish these goals on a shoestring budget. Woof. Throw in social media marketing? You might feel like tossing in the towel.

Imagine sidelining social media and letting your nonprofit miss out on vital opportunities! After all, a staggering 72% of nonprofits have found success in meeting their fundraising goals by effectively deploying social media strategies.

If you’re ready to use social media effectively for your nonprofit, here’s your ultimate guide to getting started.

Jump to a section ✨

What are the benefits of using social media for nonprofits?
Defining Your Nonprofit’s Social Media Goals
Choosing the Right Social Media Platforms for Your Nonprofit
Crafting a Compelling Social Media Strategy with a Limited Budget
Free and affordable tools to help manage social media accounts for nonprofits

What are the benefits of using social media for nonprofits?

Do you represent a nonprofit and are still trying to figure out different avenues for communication and outreach? Then you can’t ignore the world of social media.

It’s not just a trendy thing to be on but can help you with networking for your nonprofit cause. Wondering why is it valuable? Let’s delve into the top reasons why your nonprofit needs social media:

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Increased Visibility and Awareness

Social media platforms have billions of users, which provide nonprofits with a massive potential audience. By utilizing these platforms, nonprofits can significantly increase their visibility and reach.
Regular and engaging social media posts help raise awareness about the nonprofit’s mission, programs, and causes.

Cost-Effective Marketing

Social media is often a cost-effective way to reach a large audience. Most platforms offer free accounts, and the costs associated with advertising on these platforms are typically lower than traditional advertising methods.
Nonprofits can also use crowdfunding and peer-to-peer fundraising campaigns to raise funds through social media.

Community Building

Social media enables nonprofits to build and nurture a community of supporters, donors, volunteers, and beneficiaries. These engaged communities can provide ongoing support and resources.
It facilitates two-way communication, allowing nonprofits to directly interact with their audience, answer questions, and receive feedback. Additionally, maintaining professional texting etiquette in communications can strengthen relationships and enhance the overall experience for supporters.

Storytelling and Advocacy

Social media is an excellent platform for sharing compelling stories, impact reports, and testimonials. This helps nonprofits humanize their cause and connect with their audience on a personal level.
Nonprofits can leverage social media to advocate for their cause, raise awareness about important issues, and mobilize supporters for social and political action.

Fundraising Opportunities

Many social media platforms offer built-in fundraising tools, such as Facebook Fundraisers and Instagram donation stickers. These tools make it easy for supporters to donate directly to the nonprofit.
Nonprofits can also promote fundraising campaigns and events through social media, encouraging followers to contribute.

Real-Time Updates

Social media allows nonprofits to provide real-time updates on their activities, events, and campaigns. This instant communication keeps supporters informed and engaged.

Data Analytics and Insights

Social media platforms provide valuable data and analytics on user engagement, demographics, and content performance. Nonprofits can use these insights to refine their strategies and reach their target audience more effectively. Additionally, nonprofits can consider scraping Google News to extract valuable insights from recent articles and trends necessary for their decision-making.

Collaboration and Partnerships

Nonprofits can connect with other organizations, influencers, and like-minded individuals on social media. This opens the door to collaboration, partnerships, and the sharing of resources.
Collaborative efforts can extend the nonprofit’s reach and impact.

Global Reach

Social media has a global reach, allowing nonprofits to connect with supporters and donors from around the world. This is especially beneficial for organizations working on international or global issues.

Transparency and Accountability

Nonprofits can use social media to demonstrate transparency and accountability. They can showcase how funds are being used, share impact metrics, and provide updates on the progress of their projects.

Recruitment and Volunteer Engagement

Nonprofits can use social media to recruit volunteers, share volunteer opportunities, and engage with their volunteer base. It’s an effective way to build a dedicated and skilled team. To ensure seamless coordination and scheduling, they can also rely on the best-shared calendar app to manage volunteer activities and keep everyone aligned.

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Defining Your Nonprofit’s Social Media Goals

Okay, you know you need to be on social media but before you get started and post content willy-nilly, you need to think about your goals! What are you hoping to gain with your posts? What will make you say: “Yes! We did it!”?

To help you get started on defining what your goals are, here are some common goals you can define for your nonprofit’s social media marketing:

Increase Awareness

Goal: Increase the number of people who are aware of your organization and its mission.
Metrics: Measure growth in followers, impressions, reach, and engagement.

Drive Donations/Fundraising

Goal: Raise funds to support your cause or campaign.
Metrics: Track the number and value of donations generated through social media, conversion rates, and the success of specific fundraising campaigns.

Engage and Educate Supporters

Goal: Educate your audience about the issues your nonprofit addresses and engage them in meaningful discussions.
Metrics: Monitor the number of comments, shares, and likes on your posts, and the reach of educational content.

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Increase Volunteer Participation

Goal: Recruit and engage volunteers for your organization or specific campaigns. Utilizing nonprofit software can streamline volunteer management, ensuring that you effectively recruit and engage volunteers for your organization.
Metrics: Measure the number of new volunteer sign-ups, volunteer engagement, and participation in volunteer opportunities.

Advocate for Change

Goal: Mobilize supporters to advocate for policy changes or specific actions related to your cause.
Metrics: Track the number of petition signatures, letters to representatives, or other advocacy actions taken through social media.

Promote Events and Activities

Goal: Boost attendance and participation in your nonprofit’s events, workshops, or activities.
Metrics: Monitor event RSVPs, the number of attendees, and social media engagement related to the event.

Grow Email Subscribers or Membership

Goal: Increase the number of email subscribers or members of your organization. Moreover, they should integrate a solid email verifier to maintain list quality and enhance engagement.
Metrics: Measure the growth of your email list or membership sign-ups attributed to social media efforts. Using a DKIM record generator ensures your emails are authenticated, boosting deliverability as your list expands.

Build Partnerships and Collaborations

Goal: Establish partnerships with other organizations or influencers who can support your cause.
Metrics: Monitor collaboration inquiries, the success of joint campaigns, and the growth of partnerships through social media.

Monitor and Respond to Crises or Issues

Goal: Effectively manage and communicate during times of crisis or when urgent issues related to your cause arise.
Metrics: Measure response times, sentiment analysis, and the effectiveness of crisis communication.

Audience Segmentation and Targeting

Goal: Segment your social media audience based on demographics, interests, or engagement levels to deliver more personalized content.
Metrics: Track the engagement and response rates of different audience segments.

Content Effectiveness and Engagement

Goal: Improve the quality and relevance of your content to increase engagement.
Metrics: Analyze the performance of various content types (e.g., images, videos, blog posts) and adjust your content strategy accordingly.

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Track Return on Investment (ROI)

Goal: Measure the impact of social media efforts in terms of fundraising, volunteer recruitment, and other key performance indicators.
Metrics: Calculate the return on investment by comparing the costs of social media marketing to the benefits, such as increased donations or volunteer hours.

Choosing the Right Social Media Platforms for Your Nonprofit

When it comes to choosing the most effective social media platforms for nonprofits to reach their target audience, it is important to consider the demographics and preferences of the audience.

Facebook

With over 2.8 billion monthly active users, Facebook provides a wide reach and allows nonprofits to share their mission, stories, and updates with a large audience.

Additionally, Facebook offers features like a fundraising button you can add to your Facebook page where people can immediately donate to your cause.

Plus, Facebook offers targeted advertising and groups, which can help nonprofits engage with specific segments of their audience.

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Instagram

Another platform that can be effective for nonprofits is Instagram. With over 1 billion monthly active users (!!), Instagram is popular among all age groups but most specifically millennials.

Nonprofits can use Instagram to visually showcase their work, share impactful stories, and connect with their audience through hashtags and engaging content.

Nonprofits should also utilize Instagram’s Stories and Reels to provide real-time updates and behind-the-scenes glimpses of your nonprofit’s activities.

LinkedIn is particularly useful for nonprofits targeting professionals, businesses, and potential donors. With over 740 million members (yeah, that’s a lot of members!), LinkedIn provides a platform for nonprofits to share their impact, connect with professionals in their field, and build partnerships.

Nonprofits can use LinkedIn to share thought leadership content, post job opportunities, and engage in discussions relevant to their cause. LinkedIn’s targeted advertising options can also help nonprofits reach specific professional audiences.

YouTube

Finally, YouTube is a powerful platform for nonprofits that want to share video content and tell their stories visually. With over 2 billion monthly users, YouTube allows nonprofits to create and share impactful videos that can inspire, educate, and engage their audience.

Nonprofits can use YouTube to showcase their work, share success stories, and provide educational content. YouTube’s nonprofit program also offers additional features such as donation cards and fundraising tools to help nonprofits raise funds and support their cause.

Crafting a Compelling Social Media Strategy with a Limited Budget

We know that nonprofits tend to have a … not so large budget when it comes to marketing. If you want to create super compelling content for your social media with a limited budget, we promise it’s easier than you think!

Here are the key things to focus on when it comes to creating a social media strategy that is engaging and will work for your audience:

Focus on storytelling

One strategy for creating engaging content on social media with a limited budget is to focus on storytelling. If you work at a nonprofit, chances are you’ve got some incredibly moving and engaging stories you can share about the impact of your work!

Use social media to tell these stories in a way that moves your audience (emotionally and financially, speaking!). Share personal anecdotes, success stories, or even testimonials that highlight the difference your organization is making. This type of content is not only engaging but also helps build a sense of community and connection with your followers.

User-generated content

Another cost-effective strategy is to leverage user-generated content. Encourage your audience to share their personal experiences with your nonprofit. This can be either in video, photo, written stories, or testimonials.

When you share UGC content, it not only helps you with content creation costs but can also help you increase your engagement and legitimatize your nonprofit.

It shows that your organization is valued by real people and encourages others to get involved as well.

Repurpose existing content

Repurposing existing content is a great way to create engaging social media posts without breaking the bank. Take a peek at your content that has done well for you in the past—go through your blogs, social media, articles, anything and everything.

From there, take that content and make it into an engaging post (yeah, we know, easier said than done but hear us out!). You can take quotes, images, or snippets from long-form content and make it into a series online. You can quickly and easily take one piece of content and make it into five pieces. This allows you to maximize the value of your existing resources while still providing valuable and engaging content to your audience.

💡 Flick’s tip: Need help repurposing content? Try out Flick’s AI Social Media Marketing Assistant! The AI Assistant can help you repurpose old content for you in seconds. Start a free 7-day trial to remix your best content.

Collaborate with influencers or partners

Try to collaborate with influencers or partners who are in your same line of work. Ask if there is a way to create content together that won’t hurt your pocketbook toooooo much. Look for individuals or organizations that align with your mission and values and have a strong presence on social media.

Partnering with them can involve cross-promotion, guest posts, or even co-creating content. By leveraging their existing audience and expertise, you can amplify your message and generate more engagement on social media.

Engage with your audience

One of the most effective strategies for creating engaging content on social media is to actively engage with your audience.

Respond to comments, messages, and mentions promptly and genuinely. Ask questions, conduct polls, or run contests to encourage participation and interaction. By showing that you value and appreciate your followers, you can build a loyal and engaged community (We mean, this is how T Swift built her following!). This not only increases the likelihood of your content being shared but also provides valuable insights and feedback for future content creation.

Free and affordable tools to help manage social media accounts for nonprofits

Flick

With a free 7-day trial and then plans beginning at £11/month, Flick is an affordable option for nonprofits to help run their social media accounts.

With Flick, you can get actionable insights into your social media accounts, see how your content is doing compared to your competition, schedule all of your social media content, and the best part? Flick’s AI Social Media Marketing Assistant.

The AI Assistant will help you with content creation from start to finish.

Brainstorm content ideas
Get on-brand captions in seconds
Get access to the perfect hashtags for your caption
Generate AI images that are tailored to your exact caption
Explore viral trends that are tailored to your business

Flick is there to help streamline your workflow and make managing your social media accounts that much easier—as we know you need to focus on other things like raising awareness and calling donors!

Canva

Nonprofits can also consider using Canva, a free graphic design tool. Canva provides pre-designed templates and a drag-and-drop interface, making it easy for nonprofits to create eye-catching graphics for their social media posts. With Canva, nonprofits can create professional-looking visuals without the need for expensive design software.

Google Analytics

Google Analytics is a free tool that nonprofits can use to track the performance of their social media efforts. By setting up goals and tracking social media referrals, nonprofits can gain valuable insights into which platforms and strategies are driving the most traffic and engagement. Google Analytics can help nonprofits make data-driven decisions to optimize their social media presence.

TINT

Lastly, nonprofits can leverage the power of user-generated content with tools like TINT. TINT allows nonprofits to curate and display social media posts from their supporters, turning their followers into brand ambassadors. This tool can help nonprofits build trust and authenticity with their audience without needing costly content creation.

Get started with your social media for your nonprofit today. Learn more about creating engaging content here and how to build a strategic guide for your charity here. Be sure to start a free trial with Flick to start working smarter (not harder!) on all of your social media creations.