How to Create a Social Media Marketing Strategy for a Non-Profit Organization

Social media is a big deal these days, especially for nonprofits. It can help you reach more people, get more donors, and do more good. So, how do you make a social media plan that actually works? Let's break it down.

Why Social Media Matters

Why bother with social media? Well, it lets you:

• Tell everyone about your cause. Reach folks you never could before.
• Make friends with donors. Keep the ones you have and find new ones.
• Share amazing stories. Show the impact you're making with pictures and words.
• Find awesome volunteers. People who want to help your mission.
• Raise money! Make it super easy for people to donate.
• Speak up. Talk about important issues and push for change.

Step 1: Know What You Want

First, what exactly do you want to get out of social media? You need SMART goals. Goals that are Specific, Measurable, Achievable, Relevant, and Time-bound. Like these:

• Get 20% more traffic to your website in three months.
• Get 15% more followers in six months.
• Get 50 new online donations each month.
• Get 10% more volunteer applications next quarter.

Knowing your goals helps you decide what to post and where to post it. Ask yourself:

• What does our organization really need right now? (More money? More helpers?)
• What specific things do we want social media to do?
• How will we know if we're winning?

Step 2: Know Your People

Who are you trying to talk to? Really think about it. What do they like? Where do they hang out online? Imagine your ideal supporter. For example:

• How old are they?
• Are they male or female?
• Where do they live?
• What are they interested in?
• What's important to them?
• Where do they spend time online?
• Why would they support your cause?

Knowing this helps you write posts they'll actually care about. Younger people might be on TikTok. Older folks might be on Facebook. Maybe ask your current donors what they like!

Step 3: Pick the Right Spots

Not all social media is the same. Facebook is good for building community. Instagram is great for pictures. Here's a quick rundown:

• Facebook: Good for everything! Big audience, easy to share news and raise money.
• Instagram: Great for showing off your work with photos and videos. Catches the eye of younger crowds.
• Twitter: Fast-paced! Good for news and talking about issues.
• LinkedIn: For connecting with businesses and people who might give you money.
• YouTube: Make videos! Share stories and show your impact.
• TikTok: Short, fun videos that can go viral. Reach young people!

Don't try to be everywhere. Pick a few spots and do them really well. Where does your audience spend their time?

Step 4: Plan What to Say

Your posts are the heart of your social media. Make a plan! What will you post? How often? Where? Some ideas:

• Share stories. Show how you're helping people.
• Go behind the scenes. Show what a typical day is like.
• Show off your volunteers! Encourage others to join.
• Thank your donors! Show them the difference they're making.
• Teach people something. Share info about your cause.
• Share news and updates. What's new with your organization?
• Promote events and fundraisers. Make it easy to join in.
• Ask people to do something! Donate, volunteer, sign a petition.

Use good pictures and videos! Tailor your posts to each platform. Try to make 80% of your posts helpful and interesting, and only 20% promotional.

Step 5: Talk Back!

Social media is a conversation. Don't just post stuff. Talk to people. Answer questions. Ask questions. Build relationships. Loyal supporters are the best!

Some tips:

• Answer messages fast.
• Ask questions to get people talking.
• Run polls and quizzes.
• Do live Q&A sessions.
• Share stuff your followers post.
• Join conversations about your cause.

Step 6: See What Works

Are people seeing your posts? Are they liking them? Are they donating? Use social media tools to see what's working. Track things like:

• Reach: How many people saw your stuff.
• Engagement: Likes, comments, shares, clicks.
• Website Traffic: How many people came to your website from social media.
• Conversions: How many people donated or volunteered because of social media.

Use this data to make your posts even better. Try different things and see what people like best.

Step 7: Keep Going!

Be consistent! Post regularly. But also be flexible. Try new things. Social media is always changing!

Step 8: Consider Ads

Think about paying for ads. Platforms like Facebook and Instagram let you target exactly the right people. Ads can be great for:

• Raising money for a campaign.
• Getting the word out about your cause.
• Finding volunteers.
• Getting more people to your website.

Start small and see what works. Make sure your ads have a clear call to action!

Step 9: Get Everyone Involved

Make social media a team effort! Train your staff and volunteers. Let them share their stories. Have a social media policy so everyone knows the rules.

Step 10: Mix It Up

Connect social media with everything else you do. Put your social media links on your website and in your emails. Use social media to drive people to your website, and vice versa. A connected approach works best!

Key Points to Remember

Making a social media plan for your nonprofit takes work. But it's worth it! You can reach more people, get more support, and make a bigger difference.

• Know your goals.
• Know your audience.
• Pick the right platforms.
• Plan your posts.
• Talk to your followers.
• See what works.
• Keep going!
• Consider ads.
• Get everyone involved.
• Mix it up!

So, go out there and rock social media! It's about connecting with people, sharing your story, and making the world a better place.