January 1, 1970
The universe of social media expands every day. For many nonprofit leaders, establishing a presence or branching out to new networks can be a daunting task. Focus in on these steps to ensure the time you invest in social media for your organization is well spent.
1. Set up your account thoughtfully.
When setting up your social media accounts, lead with your purpose and background. Don’t forget to include your logo (ideally as your profile picture)!
Be sure to include vital information that will be helpful to your donor base, including your contact information, a link to your website, and the specifics around your location.
There should be an assigned staff member to respond to questions from donors, like donors’ questions, create posts, and ensure the best overall experience for those engaging with your social media outlets.
2. Select the social media that works best.
Media apps like Facebook, TikTok, Instagram, YouTube, and LinkedIn dominate the online world, but new social media accounts are constantly being created.
Nonprofits new to social media may be tempted to sign up for all social media — but you should select those that work best for your specific donor base.
3. Develop a posting schedule to guide your posts
Building a calendar (at least one month in advance) that lists the types of content/stories will help provide a day-by-day guideline for your posts.
Post as often as possible. It’s recommended having posts at minimum 2 to 3 times a week to keep your donor base engaged and to give them a reason to follow you and to return often.
4. Share content that’s powerful and engaging.
- Success stories: Stories of how your nonprofit has helped their client base. The donors want to know how their donations are used to support the mission/purpose of the organization. Individuals or families helped are the most compelling.
- Profiles: Features on volunteers or donors and why they give their time/money to support your nonprofit.
- Thank-you notes from grateful recipients: These notes can powerfully demonstrate how a donor’s gift helped support the nonprofit’s mission.
- Photos: If person/group is used, have good eye contact, a simple background, and only relevant photo subjects. If another image is utilized, make sure it’s simple, engaging, and applicable to the post.
5. Actively ask for a donation, but not in every post.
Similar to the approach used in direct mail, the communication should be donor-centric.
Social media posts should tell a story that underscores the nonprofit’s purpose. It should, however, also be leveraged to ask for support in the form of a donation — whether that’s in-kind, monetary, or volunteering.
6. Don’t forget to say thank you.
Let your donors know that they are valued and appreciated by thanking them as a whole or individually on your social media platform.
With your organization’s social presence established, don’t forget to let your supporters know! Add buttons to your website, emails, and signatures. Building a large social media following doesn’t happen overnight, but with valuable content and engagement, your networks will strengthen connections to your donors — and attract even more supporters in the future.