Over the last several years, the face of non-profits have gone through a transformation in the ways in which they seek donations, raise awareness, and build relationships with stakeholders, and the general public. At first, Facebook, Twitter, LinkedIn, YouTube, and Pinterest used to be seen as challenges because there was a lack of understanding on how to use them correctly to promote a non-profit. Today, social media has become a fundamental tool to increasing supporter engagement and participation. Furthermore, it leads to what most non-profit organizations desire the most: donations.

Although many non-profits have stepped up their game to include social media as an additional weapon in their arsenal of outreach, most fail to identify social media as a platform to fully engage their audience in meaningful dialogue while also creating a connection.

Before jumping in to assist the Wild Bill Guarnere Memorial Fund, Paradox Labs did some research on why many non-profits struggle with the concept of social media as a valuable tool. According to statistics reported in the 2012 Non-Profit Social Networking Benchmark Report surveying 3,522 non-profits, indicated:

  • 98% of nonprofits have a Facebook page
  • 72% have a twitter account
  • 66%, routinely use Facebook to build awareness of the nonprofit
  • 46% had no budget set aside to maintain social presence

Based on the statistics, the vast majority of non-profits have a Facebook and Twitter page. However, structured efforts to actively engage their community and donor base quickly drop off with only 66% routinely using their social media presence and less than half setting aside finances to maintain their social media presence. The most common reason nonprofits do not actively pursue a social media presence is that they doubt in the ability of their social media pages to increase fundraising efforts and actively connect with the donor base.

How do we connect?

According to an article from Social Strand Media, “content is everything.” But, many nonprofits struggle with exactly what that content should be.  The article suggested catering the content directed toward your donors. Donors want to hear stories, they want to know about events, and they don’t mind the occasional shout out! To increase engagement, Social Strand Media provide suggestions such as asking participants at events to share pictures and videos, create a social media contest inviting followers to participate, and share your blogs and newsletters on social media.

With that said, you need to keep your content and updates fresh and relevant to your audience. Remember, out of sight is out of mind; if you’re not providing information or discussing your organization, guess what? No one else will. By providing daily content you have the ability to shape conversations. By posting regularly and predictably, you show followers just how important your cause is.

Remain focused when posting and remember that it is your audience’s attention you are seeking. It is also crucial to listen to your followers. If you fail to listen to them; it is unlikely they will take the time to listen to you! Routinely ask your audience what it is they want and then provide it. This can be time consuming at first; however, you will find with some practice it is as easy as sharing articles, maintaining a blog, inviting guest bloggers, offering avenues to volunteer or participate in fundraising efforts. In addition, keep your audience in the loop to what is going on through video messages from your board of directors, president etc…

Another important factor, one that sometimes seems the hardest, is become transparent. According to Joanne Fritz, a nonprofit expert, being “completely transparent about your finances” is vitally important to gaining your audience’s trust and turning them into potential donors.

Your supporters and donors want to see where their donations are going and who they are helping. Show the names and faces of the people you are benefitting (make sure get permission first). Being able to see someone who was helped impacts supporters and touches them in ways no annual report can. It also helps to assure donors that their contributions are being used in a way they were promised.

Fritz suggests providing:

    • Show proof that the nonprofit is on the IRS list of tax-exempt charities
    • Update your listing at GuideStar
    • Post your 990 on your website

 

Finally, nonprofits need to have a visual presence. Erin Richards-Kunkel writing for SocialMedia Today, comments that “a dynamic visual presence is essential for developing a successful social media campaign and just as essential for your underlying social strategy.” Additionally, writer Jennifer James for the Bill & Melinda Gates Foundation, discusses that it is no longer the norm to “simply share photos, it’s going to be about sharing really good photos that tell stories.” She adds that because people are so busy, engagement is difficult. Therefore, “nonprofits are going to have to choose to share photos that tell a story quickly and that people understand with a quick glance.” Some suggestions for doing this include: regularly photographing and recording videos at events and fundraisers your nonprofit hosts. This invites your followers unable to attend the chance to share the experience.  These details often provide a means to tempt supporters to give priority to attending your next event.

Regardless of your nonprofit organization’s past success, times are changing and to continue your success you, need a presence on social media.

To sum up, nonprofit organizations need to utilize their social media. Facebook, Twitter, LinkedIn, YouTube, and Pinterest, among others, invites people to get to know your organization on a much deeper level than a simple visit to your website. Embracing social media will take your nonprofit to the next level and allow people to interact, connect and become part of your mission.