Formulating an Effective Nonprofit Campaign Using Social Media Sites

Social media can be a useful instrument for implementing nonprofit marketing campaigns. Follow these helpful tips to increase effectiveness of your social media marketing programs.

There is no doubt that social media is a compelling tool for marketing campaigns and large audience or volunteer engagement. This also applies to nonprofit organizations. Nonprofits can benefit from these potent vehicles for information dissemination. Yet, there are also several challenges. Social media promotions may not be successful every time. It may not be noticed or appreciated by potential donors not because the cause is unworthy but the methods used did not generate an impact.
There are several approaches that are worth adopting if you want a social media initiative to flourish:

  • Your objective must be clear. What do you want to achieve? What is your cause? Are you trying to raise contributions or simply want people to attend a charity event?
  • Identify the target audience. Establish the socio-economic background of your average adherents. Consider their age bracket, location, economic status, and their possible impression of the nonprofit’s advocacy. All these will be the basis of your social media messaging.
  • Choose the social networking site or sites (if you want more than one) prudently. Facebook is considered the leading social media site with 1.79 billion users as of the 3rd quarter of 2016 (Statista). FB is used by 98 percent of non-profit organizations. Twitter is next with 317 million active users and utilized by almost 70 percent of nonprofit groups. You Tube is also effective for training videos and a good choice to recruit volunteers.
  • Monitor your progress. This allows the nonprofit to determine if the social media campaign is thriving or simply not turning out desired results.
  • Create a very exciting hashtag. The hashtag is a kind of label (brand name) or Metadata tag used for social networking and micro blogging. Users can find messages easily with specific themes or content. However, keep in mind that hashtags can be copied so keep track of it and make sure it is not replicated by others.
  • You need the expertise to craft content and time to post these messages. Social media is cost-effective but you may need a creative person to write all these stuff.
  • Take a good look at what other nonprofits have done to promote their respective organizations and causes in different social media platforms. Compare your present efforts and how to possibly follow their strategies.

Nonprofits should realize the value of social media marketing efforts. First and foremost, it is advisable to draft a realistic marketing program divided according to phases. Ideally, the marketing plan must include clear goals in the short, medium and long-term as well as instruments to achieve said objectives.

Here is one useful pointer: Be comprehensive with your plans for a more successful execution. Your strategy needs to be down-to-earth. In other words, do not formulate a social media marketing campaign which is too elaborate. It may not be achievable and you will only end up wasting valuable resources. The nonprofit has a more simple structure compared to corporate organizations. So, the work will be a little bit easier.

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