Social media marketing for nonprofits looks different from business marketing in messaging, communication strategy, and visuals – but the fundamentals are the same.
Just like businesses, nonprofits must market their cause, spread the word, and create a community of like-minded individuals who feel strongly about their mission. Today, social media has become more powerful than ever – and used well, it can do far more good than harm.
Some of the things social media marketing does well for nonprofits:
- Empowers people through education
- Makes global connectivity easy and economical
- Raises awareness for brands working for good
- Provides a platform for meaningful connections between brands and people
- Acts as a channel to showcase creativity from the most uncommon places
- Creates a sense of belonging
- Brings people of common values together
Your presence on social media is an opportunity to build trust with a community and share your mission impact. That said, there are real challenges – most commonly, limited budgets and resources to manage social channels. To make matters harder, platform algorithms increasingly push organizations to spend on ads to boost reach.
Thankfully, nonprofit organizations get some breaks. Facebook and Instagram allow registered nonprofits to use a Donate button, and YouTube offers fundraising tools, “Link Anywhere” cards, production resources, and dedicated technical support. To take advantage of these privileges, set up your account on each platform as a nonprofit. You may also find these free resources useful: Nonprofits on Facebook for upcoming tools and training, and Twitter for Nonprofits for case studies, training, and news.
Tips to become a better social marketer for your nonprofit
1. Create a content calendar
Planning is key. Especially with a lean team, a content calendar lets you post consistently without scrambling for ideas. Design a strategy around your nonprofit’s mission and objectives. Mark dates that matter to you – World Environment Day and International Day of Forests if your mission is conservation, for example.
2. Share real-life stories about your impact
A study by the Georgia Institute of Technology and Yahoo Labs found that photos containing faces are 38% more likely to receive likes and 32% more comments. People connect through emotion. When you weave the impact of your program into a storytelling format with real people’s experiences, you come across as authentic and capture attention. User-generated content by your volunteers or beneficiaries is another great way to showcase real-life stories of your impact.
3. Add a donate button
Once your account is verified as a nonprofit on Facebook, Instagram, or YouTube, enable the donate button. It removes friction from the moment a supporter is most ready to act. Pair it with mission-led storytelling so the call-to-action lands with someone already moved by your work.
4. Host an online fundraiser
The pandemic made online fundraisers more acceptable than ever. Map out the hurdles you may face in running a successful campaign, then plan around them. For a deeper walkthrough, see our guide on how to plan and execute a successful fundraising campaign.
5. Add personality to your social presence
Create a brand persona for your nonprofit. What values do you stand by, and what mission are you trying to achieve? With clarity on this front, set 2–4 social media objectives – they can vary by platform or stay consistent. When it comes to messaging, decide how you want followers to perceive you. Give your brand a personality and let it show through in tone and word choice.
6. Monitor analytics
Data is everything, and the right data helps you make smart decisions. Each social platform provides insights and analytics about your account and individual posts. Track the overall performance of your channels month-over-month. Monitor engagement on posts by content format – video vs. image, curiosity vs. inspiration. Find influencers and partners in your network to amplify your reach. Use insights to your advantage and build your online community with effective social media marketing.
Bringing it all together
Show the empowering side of your mission. Keep messaging positive and focus on how your work makes the world a better place. Pair that with the right tools – a good nonprofit CRM like GiveLife365 connects your social, email, and donor data so you can measure impact, segment supporters, and run smarter campaigns. Looking for the bigger marketing picture? Read our guide to marketing your nonprofit.
