The "3 A's" Of Social Media For Nonprofits
The 3 A's Of Social Media For Nonprofits
When it comes to getting your message out there, there isn't a better way than social media. Tapping and harnessing the power and reach of social media should be one of your foremost marketing strategies. Without it, you have a far greater chance of failure.
To give you a better understanding why. According to a 2015 Nielsen report. During an average week, 56 million American adults are engaging is social networking on their smartphones. On top of that about 58 million adults use tablets to tune in on social media platforms, while 73.4 million use PC’s. Those are huge numbers that cannot be ignored.
Before you start to work on tapping into social media, you have to ask yourself two very important questions.
1. How do you effectively reach your audience on social media networks?
2. What content should you be distributing?
Many experts will say the best way forward is to share a mix of posts, tweets and updates with your followers. While this formula may work in the business sector, it’s inadequate for nonprofit organizations. You should be concentrating on: Appreciation, Advocacy, and Appeals, the “3 A’s”. I will go over each of them.
Appreciation is really just saying, “Thank you” to all the people who support your organization and mission.
When it comes to donor retention or promotional efforts, appreciation is a key component to success. Without it, you will have an extremely difficult time and chances are you will struggle to gain traction such as likes, comments and clicks from your supporters. When appreciation is properly used in a social media setting. It gives you a chance to gain valuable brand exposure, increase traction and bumping up user engagement. One great cost effective way is to simply acknowledge and highlight your donors in social media posts. This is done by bringing attention to and publicizing their philanthropy. This also helps to motivate others to join the cause and will increase your fundraising results.
Most donors feel good about making a difference when supporting a cause; and will likely appreciate and encourage others to do the same. Lots of times, when they feel noticed and appreciated it will encourage them to share and retweet your appreciation of their efforts and generosity. Increasing your reach and social media engagement. But don’t stop with donors. Publicize good works by employees, volunteers and vendors, as well. Take photos when possible. Share it all.
Advocacy involves telling stories of the successes your programs and services are having in the community.
By their very nature, all nonprofits have a mission and cause for which they are advocating. Get out there on social media, share your progress and work your organization is doing. This also allows you add some appreciation to specific donors who might have made significant contributions towards your goal.
Appeal is your request for help, whether for donations, volunteering or increasing awareness.
So by now you should be regularly engaging your supporters and donors. Thanking them, appreciating them and sharing your progress. Which is good. Because there will come a time when you want to ask for help. Social media is a great way to make an appeal. No one can deny social media has been a game-changer for online fundraising.
However, you must be strategic in your approach. That’s why appeals are listed third on the list. They should be used sparingly on social media because internet users generally resist solicitations and advertisements on social networks. That’s why you should devote the bulk of your social media campaign to posts of appreciation and advocacy.
When developing an effective social media campaign for your nonprofit, keep in mind that it’s all about balance. Avoid the temptation to self-promote. Champion your volunteers, donors and other people who are helping your nonprofit achieve its mission. Keep your network informed about the topics that matter to them. And sprinkle in those appeals and promotional material periodically.
By balancing those 3 A’s in all the right ways, you can set your nonprofit organization up for social media success. It’s what works.