Social media has quickly evolved into one of the most popular and powerful platforms for discussion and discovery on the Internet. With its burgeoning popularity, it has become crucial for your nonprofit organization to leverage social media to maximize donor stewardship and drive deeper engagement with prospective donors.
Social media allows new, exciting ways for nonprofit organizations to spread awareness about their cause, publicize events, and even receive donations.
However, social media does not come without its challenges and a poorly planned or executed social media campaign won’t benefit your nonprofit organization.
Understanding common social media related challenges that nonprofit organizations face can help you dodge some potentially threatening bullets.
Establishing social media workflow
Nonprofit organizations often struggle with limited staff and resources.
While a large corporation may have a 5-person team dedicated to social media management, your nonprofit organization probably doesn’t, which makes it difficult to launch and support an effective campaign.
This is why it is critically important to establish social media workflow.
Clearly define who is managing which social media platforms. Furthermore, you should determine your strategy before you roll up your sleeves and get dirty.
- Who are your target stakeholders?
- Which platforms will best serve your needs
- How will you measure success?
- What are your goals?
Once these considerations have been addressed and the right people assigned to the right duties, you can use social media more efficiently and effectively.
Reaching the right target markets for your nonprofit organization
Social media users reflect a wide age range.
The largest demographic of social media users, comprising 25%, are individuals 35-44 years.
Social media is constantly changing and our insights and understanding are growing.
Know your target stakeholder (age, gender, interest, location, etc.) and engage them meaningfully on the right platform.
Refining the message
While social media is providing exciting opportunities, it is important that you don’t alienate your audience with an excessive and gratuitous amount of messaging.
Internet users are flooded with huge volumes of junk mail, notifications, subscriptions, and advertisements. It can amount to a lot of senseless noise and it can undermine your donor stewardship practice.
It is important to keep your nonprofit organization’s messaging both minimal and meaningful. If your content is engaging it will increase the likelihood that it is read and re-posted.
Using social media to grow your fundraising campaign
While the majority of donations are still delivered by mail, there are interesting findings about online and mobile donation practices.
The average donation through social media continues to increase; in 2012, the average social media driven donation was $59.
Nonprofits would be wise to make it possible (and easy) for prospective donors to contribute directly through social media platforms, from all devices and at all times.
Measuring social media engagement
After your organization has defined its social media strategy and initiated implementation, it needs to be measured and tracked.
At a minimum, Google Analytics can identify web traffic sources from referring sites (Facebook, Twitter, etc.) so you can understand which platforms are working and which are not.
Or consider investing in a more robust tool that provides deeper insights and visibility into your social media traction.
For more insights like this,