You’ve likely heard the statistic that using social media increases non-profit fundraising up to 40 percent. However, simply having a Twitter or Facebook account does not guarantee success. At Greenough, we’ve had experience working with and following non-profit organizations’ social media channels. Here are some lessons we’ve picked up along the way:
1. Stay true to your values. Your social media presence should reflect your organization’s values and goals. To that end, it’s important to avoid the urge to friend, follow or connect with every company, brand or group that comes your way, for the sole sake of growing your follower base. Instead, try to associate with organizations that share your values and interests. As your program develops, they will be the network you use to spread word about your organization and gain support.
2. Help your followers help you. To learn how to get involved with the American Cancer Society, all you have to do is take a look at its Twitter account (@AmericanCancer ). There’s a lesson here: a good non-profit social media account helps followers get involved, raise money and support their cause. A common problem for non-profits is that people want to help, but don’t know how; social media is a great way to solve that problem.
3. Communication is key. Too often, organizations view social media as a podium instead of a medium for communicating with followers. While maintaining your social media accounts is a full-time job, it’s important not to forget your supporters. Engaging your followers can be as simple as replying to a tweet, commenting on a status, or sending an individual message. For example, when the non-profit national research registry ResearchMatch launched its food allergy sub-registry in December 2013, it took to its @ResearchMatch Twitter account to send individual messages to followers informing them of the development. In addition to engaging your followers and encouraging their input, personal messages also open up your organization to new ideas and feedback.
4. Show the impact of donations and volunteers. People want to know that their gifts and hard work are paying off. Facebook and Twitter are perfect venues to express appreciation for and show the impact of volunteer efforts. Even simple gestures, like a “thank you” tweet can show volunteers that their help makes a difference. Tally up total donations or spotlight different individuals and creatively showcase their initiatives.
Do you have any tips on how non-profits can better use social media to reach their goals? Please let us know in the comments – we’d love to hear them!
Contributed by Account Executive Michael Glen. Send him an email: email@example.com