From promoting fundraisers to recruiting volunteers, shining the spotlight on your nonprofit organization involves implementing several different types of digital marketing strategies. Perhaps the most effective digital marketing strategy for nonprofits is all about getting social, which begs the question, is your nonprofit getting the most out of its social media accounts?
If your nonprofit has not created guidelines for social media policies, we are here to help you get started.
It Begins with Rules
Reputation is what drives the success of your nonprofit and inappropriate posts on accounts such as Facebook and Twitter can irrevocably damage your nonprofit’s reputation. A formal social media policy that details what employees and volunteers can and cannot do on social media is the foundation of establishing the guidelines for a formal social media policy.
In addition to setting the standard for appropriate social media behavior, the rules for everyone involved with your nonprofit should also include security protocols, confidentiality provisions, and a crisis communications plan.
It is one thing to establish rules for your nonprofit’s social media accounts. It is quite another thing to ensure everyone is following the rules. Social media represents an around-the-clock communication channel, which means your nonprofit must devote the resources necessary to monitor the organization’s social media accounts 24 hours a day, seven days per week.
You want to monitor the posts uploaded, as well as the comments left by employees, volunteers, and visitors to every social media account. Subscribe to a social listening tool like Brandwatch or Sprout Social to receive alerts every time your nonprofit trends on a social media site.
Even after you establish a detailed social media policy for your nonprofit, you might encounter intentional and unintentional posts that damage your organization’s reputation. Make sure to develop a comprehensive response plan to mitigate the damage done by the uploading of an irresponsible post or comment. Come up with different examples of an irresponsible post and create responses to each possible inappropriate post and comment.
Leverage the Power of Social Media
At the start of the social media era, sites such as Myspace focused exclusively on the social lives of individual members. Now, social media has transformed into an integral part of a nonprofit’s digital marketing strategy. The key is to leverage the power of social media to promote the good work your organization does.
Launching fundraisers on platforms such as Facebook and Instagram represents an effective strategy for promoting your worthy cause. On Facebook, nonprofits that receive verification from the social media giant have the opportunity to promote a fundraiser that remains on their page until the fundraiser is over. Instagram supports a feature called Live Donations to help your nonprofit manage a fundraiser.
Upload photos to your social media accounts to create a more personal connection with followers. Photos of past special events and the work done by volunteers can boost your nonprofit’s image in the community. Responding promptly to posts and comments is another way to build a more personal connection with potential donors.