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!

End of Year Internet Marketing Ideas For 2014

Whether it has been a successful or bumpy year, now is the time to plan for 2015! You can start right where you are and strategically deploy these web marketing techniques to help sustain or improve your current marketing plan. 

 Start a Social Media Network Marketing Campaign

Now is the time to get social! Social networks are filled with opportunities for you to interact with potential customers, one on one. This is an exceptional low cost marketing idea that is sure to bring many benefits and establish public trust in your brand. All the hype and still growing, social media networks are a great way to provide information as well as initiate contests and promotions.

There are several social media networks to choose from: Twitter, LinkedIn, Digg, and others, but the best results among businesses today are reported to be happening on Facebook where you can market your brand for free, or step it up a notch and pay a minimal fee to promote your posts outside your established circle. However, not every brand will fare best with Facebook; conduct important research to find out which networks will work best for the needs of your brand.

An Online and Offline Content Marketing Mix

To be truly successful in the marketing of your product and services, a proper mix between online and offline marketing vehicles is what small businesses need to achieve their goals. While many more people use the internet to do research before purchases, and learn more about vendors, services, and products, word of mouth advertising still reigns as the most tried and tested method for success. 

The first step to creating a proper mix of online and offline marketing efforts involve creating a realistic budget for the entire marketing department. Which funds will be allocated to marketing and PR? Blurred lines between what is considered marketing and public relations allows companies to execute strategies that market services and relate directly to consumers. What percentage of the budget can be dedicated to each strategy?

Offline Strategy

Every marketing vehicle used to reach customers offline or away from the internet is considered offline marketing. This can be network marketing, advertisements, newspapers ads, billboards, radio, television, posters, direct mail, postcards, or any other medium used to notify customers of  products, services or specials.

For local products and services, placing ads in magazines or newspapers that target your market within your city or niche can produce great results. Check out any marketing data associated with the periodical, including the geographic territory for readers and how often it is distributed. Smaller newspapers that only service a small section of a city or a specific population may have more competitive prices and longer run times than larger newspapers. 

Companies with complementary products or services may also be willing to give you window space for a flyer or counter space for cards. You will never know unless you ask, and the worse thing anyone can say is no. Attending community events is also essential to put a face behind your product or service. People are more likely to refer new clients when they feel they know you better and can vouch for your professionalism and quality of work. 

Introductory offers and limited free services can also build credibility, a client base for future services, and allow customers to "try before they buy."

Online Strategy

Marketing online gives small businesses access to customers beyond their local area through blogging, online ads like Google Adwords, social media sites (Facebook, Twitter, Linkedin, Triberr, etc) and classified ad services like craigslist, Thumbtack.com, or ebayclassifieds.com. Be prepared to invest time, money, or both for an online marketing campaign. Landing pages, ebooks, and article marketing are also highly effective for internet marketing. 

Some business owners will immerse themselves in every vehicle available online, not realizing that every medium is not beneficial for them. For instance, travel agents can use sites like TripAdvisor to get ideas, see about placing ads, and engaging prospective clients. Business to business services might benefit more through forum marketing and answering questions and commenting on other business owners blogs. 

Regardless of the online approach, it is important to do research prior to committing funds. Consult with knowledgeable colleagues about their experiences and get feedback. Read reviews and any books that offer facts and projections about your industry and applying internet marketing for maximum results. Content  marketing like newsletters and updating clients via email help businesses stay in touch with clients, solicit information about what they need, and how services can be improved. 

Do you have any tips for business owners and the effectiveness, success, or failure about your online or offline marketing efforts?

Listen. Engage. Write. Repeat.

ChrissyBiz Solutions provides clients with customized, results-driven internet marketing strategies. Our primary business writing duties include: article marketing,  search engine optimized web copy, blog management, social media, press releases, and newsletters, designed to drive traffic to your website and influence buyers’ decisions when purchasing products and services.

Contact ChrissyBiz for a complimentary consultation today to discuss the impact that web marketing copy can have on your business.