Optimize Your Nonprofit Social Media Marketing Strategy
Marketing, it’s the engine that powers nonprofit growth. If you are part of a nonprofit, we cannot stress enough, how essential it is to have a solid marketing strategy. To succeed, you must spread the word about your programs, attract volunteers, and rally supporters. In this age of rapidly advancing technology, this means that smart nonprofits are shifting to more online marketing content. However, online marketing requires a great deal of navigation. It isn’t a one-stop shop, and there is no one-size-fits-all deal. Instead, it’s a multifaceted effort that demands a delicate combination of platforms and strategies. The up side? If you get the combination just right, you can reach people and communities you never even considered. What’s the future of nonprofit marketing? It’s social media.
The folks at GrantWatch know that social media isn’t just for socializing. In fact, we think it’s a powerful communication tool that nonprofits should use every day to make a real impact. In this article, we’ll jump into how your nonprofit can craft a solid social media strategy and share tips to ensure its success. GrantWatch also has a list of grant funding possibilities al geared toward marketing strategies.
Why Social Media Marketing Strategy Matters
It should surprise no one that research indicates 72.5% of Americans are now active on social media. Do the math. That’s over 24.5 million people al scrolled aimlessly on their devices at any given time; and that’ just in the US. Over the past decade, this figure has steadily increased, establishing social media as a new frontier of digital marketing rather than a passing trend. Social media marketing appears to be here to stay.
Regularly engaging with supporters on social media can be highly beneficial and rewarding for your organization. It’s a cost-effective way to foster relationships. What’s more, it’s easier for supporters to discover more about your organization, interact with your content, and make donations.
Integrating Marketing Strategies
First, you need to define your social media strategy. To do this, determine how it fits into your larger, established marketing strategy and decide which social media platforms will work best for you and your target audience. Craft a list of goals you want to achieve with your strategy:
- Raise brand awareness
- Share important information
- Increase website traffic, likes, comments, and shares
- Cultivate relationships with donors and the general public alike
- Increase donations, grants, and support
Which Social Platform is Best for You?
It’s all about working your way up. If you’re starting from scratch, you might think that having a presence on every social platform is best. And, while it’s true, spreading your good word across the board allows for maximum reach, it’s not always the best option. Start small. Start with one or two social platforms and work your way up to something more substantial. Each site has it’s own rules and regulations with regard to posting. You’ll need to learn about them and stay abreast of any changes. Here are our top 5 with an overview of each.
| Instagram: | Instagram is all about the visual aspects of media and caters to individuals, businesses, and content creators. Here, you can post everything from reels to videos (there are time restrictions), images, and narratives. |
| Facebook: | Facebook is ideal for posting articles, ads, and news. It is also excellent for event information and fundraiser pages. It’s a powerful platform because of the sheer number of people who subscribe. Currently it boasts 3.06 billion monthly active users. |
| Snapchat: | With its dynamic and youthful user base, Snapchat is an excellent social media marketing platform for nonprofits. It has unique features, like stories, filters, and lenses. They provide creative and engaging ways to share your mission and connect with a younger audience. |
| TikTok: | TikTok is a powerful social media marketing platform for nonprofits, thanks to its engaging and fast-paced content style. With its massive and diverse user base, TikTok offers unique opportunities for nonprofits to reach a wide audience and promote their cause. And the best part of TikTok? The potential to go viral. |
| LinkedIn: | This site caters to a specific set of professional communities. LinkedIn is here to cultivate business relationships and seek nonprofit partnerships. Perks include targeted promotability, privacy, and a wide user base. |
Do You Have a Social Media Marketing Policy?
If you don’t have a social media marketing policy, get one. This agreement ensures consistent and responsible online engagement. This policy acts as a code of conduct, outlining how staff, volunteers, and members should present themselves on social platforms. It should encompass a directory of personnel managing social media, security protocols, communication plans, and guidelines for personal account interactions related to the organization. A well-crafted social media policy protects everyone involved. And better still, nonprofits can maintain a positive reputation, avoid potential pitfalls, and effectively advocate for their cause. This proactive approach helps prevent mistakes and ensures that every post aligns with the organization’s mission and values.
Grants, In-kind Donations, and Other Funding Opportunities
- Nonprofits to Improve Their Marketing Initiatives – $25,000 and in-kind support to USA nonprofit organizations to improve their marketing initiatives.
- BIPOC Communities for Business Needs – $1,000 to women entrepreneurs for software, computers, marketing, and website creation.
- Promote Local Tourism – Applicants may request funding for marketing, advertising, or event sponsorship.
- Marketing for Visual and Craft Artists – In-kind grants of training and marketing assistance to visual and craft artists.
- Direct Marketing Plan for Farmers – Cooperative agreement to a nonprofit to develop and implement a direct marketing plan for farmers.
- Organic Agricultural Methods – $10,000 / in-kind services to farmers to incorporate organic agricultural methods. Recipients will receive marketing support.
- Clean Energy Marketing Projects – Contracts for services for marketing activities related to clean energy.
- Promote Local Tourism – $20,000 to nonprofits for programs and activities that promote local tourism.
- Creative and Marketing Services – In-kind grants of creative and marketing services to nonprofits to improve communications and brand value.
- Support Local Arts Projects – Funding to a nonprofit to support direct program expenses, such as marketing.
The Bottom Line
A social media marketing strategy is a necessity for nonprofits who want to grow and thrive. By strategically leveraging platforms, nonprofits can enhance their visibility, engage with supporters, and drive their missions forward. Establishing a solid social media strategy and adhering to a well-crafted social media policy ensures that your organization can navigate the online world effectively and responsibly. Remember, the key to success lies in consistent engagement, creative content, and staying true to your mission. Embrace social media as a powerful tool to connect, inspire, and make a lasting impact.
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