In How Nonprofits Use Social Media to Engage with their Communities, author Ritu Sharma gives important findings derived from a new study done by the Case Foundation and Social Media for Nonprofits, which surveyed 500 nonprofit marketing professionals on practices engaging their communities through social media. 88% of nonprofits said that websites were still the most important tool, because that’s landing page from social media sites (and where donation actually occurs). There is also a definite trend where nonprofits are beginning to allocate more resources to social media efforts, but the challenges of manpower and moving beyond “Likes” remain. More importantly, only 53% of nonprofits follow the best practice of posting meaningful content to establish “thought leadership” in their areas of expertise. Sharma goes on to give important tips on social media marketing based on these survey responses.
|via Nonprofit Quarterly|
In 5 Stories Nonprofits Should Be Telling on Social Media, author Julia Campbell makes the point that storytelling needs to be the central strategy of a nonprofit’s content marketing and social media engagement efforts. Campbell gives 5 types of stories that should be used in social media marketing and fundraising efforts: Value and Ethics stories on the core of your nonprofit mission, Social Proof stories on which influencers supports your work, Founder Stories on the history and value of your organization, Continuous Improvement stories on your organization’s efforts to improve itself, and most importantly, Impact stories on how your nonprofit is affecting change. Campbell presents real-life, high-impact examples of these stories in which nonprofits used a variety of social media channels (Instagram, Pinterest, Twitter, etc.). Examples include Charity Water, Environmental Defense Fund, The Robin Hood Foundation, Save the Children, etc.
- Tell a Story – Tell meaningful stories on the value, impact, and nature of your nonprofit so that your target community knows who you are.
- Make a Conversation – Posts that end with a question mark generate twice as many Likes, comments, and shares.
- Get Visual (and Video) – If a picture is worth a thousand words, imagine the power of a video (even inforgraphics can demonstrate the impact of the work you’re doing).