Non-profits value donations, of course, and typically use this as a measure of success. It’s important to remember the journey involved though.
You need to maintain not only your website and email list, but social media profiles to spread the word, engage donors, and attract visitors.
Don’t Ignore Social Media
Your website is an incredibly important part of your social media campaign. You want to drive people here. Your email list helps tell your story and build connections with people who are interested in what you have to say.
It’s not enough to stop here though. You’ll want to engage people on social media.
According to Social Media Benchmark Study’s Report for 2015, social media is growing faster than email for non-profits. Email list sizes grew by 11 percent, while Twitter followers grew by 37 percent, and Facebook followers grew by 42 percent.
Invest in Staff
Many non-profits see the importance of social media, but – perhaps because donations are made through their websites and not social media channels – they fail to give it the attention it deserves. As an awareness-generating machine, social media will work for you 24/7.
The machine does need feeding though, and it requires a social media strategy to get the best results.
Case Foundation’s 2014 study discovered that only half of non-profits had a full or part-time person taking care of social media.
If your organization relies on getting the word out, raising awareness of issues, creating a dialogue, and a means of providing aid or change, social media engagement is key.
Outsourcing social media responsibility to a digital marketing firm is a wise choice, made by a quarter of respondents in 2014. While you may not know much about digital marketing yet, a digital marketing team can provide you with experts in every area that is relevant to your needs. Whether you need SEO, content creation, email newsletters, a social media strategy, or to future-proof your site, using a digital marketing team is a way of getting everything done affordably and with minimum fuss.
Make the Most of Social Media
When HubSpot surveyed small-to-medium non-profits in the US, they discovered that almost every non-profit is on Facebook. Seventy percent of respondents said that they used Twitter, followed by LinkedIn (55 percent) and YouTube (45 percent).
That represents a lot of social media content and a lot of time and effort invested in creating it every day. And this is only four social media channels. What about Pinterest, Instagram, Google+ and Tumblr, among others?
Depending on your non-profit, you’ll want to focus on different kinds of content and different social media channels. The key to working this out is to look at the demographics of your ideal donors and make sure that you are connecting with them where they are.
Get started for help analyzing your social media channels, strategizing your content, and turning your posts into lead-generating machines for your non-profit.