Should Your Nonprofit be on Social Media? – Yearly
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No matter how big or small your nonprofit is, it’s important to figure out whether an active social media presence is beneficial for your organization. An active social media presence can look different for every charity, depending on the demographics of your audience, mission, and impact. For some, investing in tons of LinkedIn, Instagram, and Facebook content is beneficial. For others, it’s not a worthy investment.
But, for those nonprofits that are looking to scale, social media activity might be a worthwhile undertaking. Before diving in, it’s important to first understand the benefits of doing so.
3 reasons why your nonprofit should be on social media
1. Social media increases your chances of being discovered
As most organizations know, finding and retaining new audiences can be a huge key to leveling up business. Though word of mouth marketing and more traditional types of advertising can be helpful, social media is a wonderful tool for discoverability. By engaging on LinkedIn, Twitter, or other digital platforms, nonprofits increase their visibility.
2. Social media engages new audiences
While social media is a great place to connect with existing supporters, and a great channel for keeping them updated on news and impact, it can also be a strategic tool for captivating new audiences and encouraging them to partake in your organization. From finding new volunteers to connecting with potential new partners, social media can help you reach an array of new audiences.
3. Social media is a great place to showcase impact
Though email marketing and monthly newsletters are a great way to keep your stakeholders abreast of your progress and impact, social media is often a more subtle and easier way to educate your audiences on your work. With statistics, testimonials, and more, your organization’s social media can allow any supporter a unique glimpse into the inner workings of your charity.
How to be strategic on social media
While an active social presence can be important, it’s equally important to be strategic about that presence.
Unfortunately, many nonprofits post photos, tweets, or updates without a strategy behind them. Without a strategy, many of those efforts—and investment in time and money—can reap little reward.
When considering what platforms your organization should be on and what exactly you’ll post, consider these questions:
- Who is our core audience?
- Where can we find our core audience?
- Where can we find new audiences? What channels are they on?
- What content does our audience engage with the most? Why?
- Is our branding and messaging consistent with our mission?
- Is our content interactive and engaging?
- Do we have a method for measuring our social media success?
- How do we define that success?
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