7 Ways Your Non-Profit Can Profit from Social Media

Non profit organizations are primarily focused on two things: building awareness for their cause and raising funds to make a difference. These two go hand in hand as educating people on what your organization is all about and why it is important to them, plays a crucial role in being able to request donations to further the cause.

So, how are 501 (c) 3 organizations using social media? According to a case study released by the Case Foundation and Social Media for Nonprofits, close to 500 nonprofits were surveyed about their use of social media and how it ultimately impacts donations. Some 47% said they saw an increase in donations through social media use.

The survey showed that 74% of nonprofit organizations are using social media to keep followers informed about upcoming events, make important announcements, and share the overall progress of the organization.

Many of them expressed some hesitation in using it to solicit donations due to the vast number of other organizations using it for the same purposes. You can read more details of the report here.

Many of them rely more on their websites and email marketing to connect with their audiences in comparison to social networking sites like Linkedin, Google Plus, and their favorite, Facebook.

So, how can non profits use social media to influence their fans, garner support for their cause, grow their reach, and increase donations? There is no easy, one-size-fits-all solution to this question, however, there are ways for them to improve their social media strategies.

1. Focus on quality of users instead of quantity. More fans does not mean more awareness. In the words of Social Media Marketing University webinar facilitator, Ty Mays, "social networking should not be a popularity contest." Social media moves at an alarming pace and just because someone has more Twitter followers than you do does not mean any of them are interested or "listening.
2. Interact with fans and respond back. So many times there is a question asked or poll given by a Facebook page, but no response back from the organization who gave it. People like to converse and not feel like they have been ignored. 
3. Use dedicated social media person or team. When things do not immediately go the way expected, it is human nature to want to switch routine and try something else. However, adequate time should be given to see if a social media strategy is working. Aborting a social media plan after a week, or one month, offers no real evidence that the strategy did not work. Additionally, as people are all unique, their approach and tone will also be unique. Instead of using just anyone who has the time, or worse, a group of people who have not come into agreement about how to deploy the social media strategy, consider creating a plan first.
4. Check out other pages and see what they do well, or what they can improve upon. There is no need to recreate the wheel. If something works, apply it to your own social media strategy and try it out. For instance, many of the non profit organization pages I follow update their Facebook timelines with simple posts like being able to get a new piece of equipment they had been raising funds to purchase. Seems simple enough, yet the engagement is much more on posts like these than on posts that make people feel guilty about how blessed they are in comparison to others. I also notice that these type of posts show people how their donated funds are being used. I would also suggest you send messages to pages that are not in direct competition to yours and request them to share one of your updates or campaign. The worse thing they can say is no!
5. Be positive. We all agree that child cancer sucks, and many children die yearly from this disease. But that really isn't enough to compel someone to give you their money. That same story could be used to show how your organization sends volunteers to inspire and encourage these children and their parents while they go through the treatments your organization helps to fund. See the difference? Same story, different angle. 
6. Mix it up. It is your page and you can post what you want. But, linking to related content and studies that help people understand the passion you have for what you do is very helpful. It also shows that other people are involved in the cause even if they are in no way related to what you're doing. 
7. Promote your social media pages offline. Tell people about your social media pages as you speak with them offline, even consider adding them to your business card for easy reference. I don't just mean organizations and donors, but also anyone who can "like" your page or retweet your tweets. They can help expose your cause to others (their followers). Ask for their social media information and find them to be sure you can follow up with them later. They may not want to donate or be able to volunteer, but they likely know someone who can. 

Social media is expanding the reach of people, businesses, and non profits. There are so many ways that we can impact people through these tools, but a plan must be put in place to execute it properly, then measure its success or need for improvement. The profit enjoyed from using social media is more than dollars and cents. You can mobilize people and encourage them to share your cause across their social media networks. 

Also keep in mind that some people will not like or share your post because it has a public setting and they may not want others to know about their involvement on social media (for work reasons, or privacy concerns). This does not mean you cannot compel people to take action without them ever alerting you through a share or like.

Shared and liked posts are usually funny, inspirational, and positive. Purely informational posts or boring compilations of facts will not make people engage on your social media pages. 

For more information on how you can use social media for your non profit, feel free to email us or book an obligation-free consultation.

Stay encouraged and don't give up!