USING SOCIAL MEDIA TO MARKET NON PROFIT ORGS
In today's digital age, social media has become an indispensable tool for non-profit organizations to raise awareness, mobilize supporters, and drive positive change. In previous times, “fundraising was accomplished by face-to-face actions” but “in today’s age of social media and interconnectedness, nonprofit organizations have new opportunities for raising funds” (Iovu, M.-B., & Turcan, 2018). With billions of users worldwide, platforms like Facebook, Instagram, Twitter, and LinkedIn offer unparalleled reach and engagement potential. Leveraging social media effectively can amplify the impact of non-profit organizations, allowing them to connect with a diverse audience, inspire action, and achieve their mission-driven goals.
A non-profit organization is an entity that operates for purposes other than generating profit for its owners or shareholders. Instead, non-profits pursue goals related to social, environmental, cultural, educational, or charitable causes. Non-profit organizations rely on funding from various sources, including donations, grants, sponsorships, and fundraising events, to support their programs and initiatives. Unlike for-profit businesses, non-profits do not distribute profits to shareholders or owners but reinvest any surplus income into furthering their mission and serving their beneficiaries. By harnessing the power of social media effectively, non-profits can broaden their reach, deepen their impact, and create positive change in the world.
Why Non-Profits Should Use Social Media
Visibility and Awareness:
Social media platforms provide non-profits with a powerful tool for raising awareness about their mission, programs, and impact. By reaching a wide audience of users, non-profits can increase visibility for their cause and attract supporters, volunteers, and donors who are passionate about making a difference.
As an article from Hootsuite says “People can’t get behind you if they don’t know what you’re all about, right?… People aren’t just on social media to connect with friends. They’re there to learn about the world, to be informed, or to be entertained” (McLachlan, 2023).
Community Engagement:
Social media allows non-profits to engage directly with their supporters in real-time. Through interactive content, conversations, and engagement initiatives, non-profits can build meaningful relationships with their audience, strengthening loyalty and commitment to their cause.
Iovu, M.-B., and Turcan highlight the importance of creating an online environment where engagement is encouraged, “NPOs must invest time and sometimes additional money in creating a functional and user-friendly web-site which will allow continuous interaction with different stakeholders” (2018).
Fundraising and Donor Relations:
Social media offers non-profits diverse opportunities to raise funds and attract donations. By sharing compelling stories, testimonials, and fundraising appeals, non-profits can inspire supporters to contribute financially to their cause.
Social media also enables non-profits to cultivate relationships with donors, express gratitude, and keep supporters informed about the impact of their contributions.
According to Fuduric and Mandelli “ In order to meet their objectives, non-profit organizations rely heavily on developing relationships with their multiple audiences and communication” (2017).
Advocacy and Activism:
Non-profits often use social media as a platform for advocacy, activism, and social change. By sharing educational content such as advocating for policy reform, and mobilizing supporters to take action, non-profits can amplify their voices, raise awareness about important issues, and effect meaningful change in society.
“Non-profit organizations and social media both represent means for individuals to participate, collaborate, and ultimately connect for some greater good” (Iovu, M.-B., & Turcan, 2018).
Networking and Collaboration:
Social media allows for networking and collaboration among non-profit organizations, enabling them to share resources, best practices, and collaborative initiatives.
By connecting with peer organizations, influencers, and community partners, non-profits can use their collective expertise and resources to maximize their impact.
Example of a Successful Non-Profit Using Social Media for Marketing
(UNICEF March 21, 2024)
An example of a non-profit that is successfully implementing social media strategies to raise awareness for its mission is UNICEF. UNICEF stands for the United Nations International Children's Emergency Fund (UNICEF). It's a United Nations program headquartered in New York City that provides humanitarian and developmental assistance to children and mothers in developing countries (UNICEF). Their work encompasses health care, nutrition, clean water, education, protection from violence and exploitation, and more. UNICEF operates in over 190 countries and territories, working to ensure that every child has a fair chance in life, regardless of their background or circumstances (UNICEF). Currently, on TikTok, UNICEF has 482.3K followers and 4.6M likes. On the right is an example of the content they produce.
Statistics (all from Empower Agency)
(Murphey, 2024)
As per findings from the Giving Report, nearly a third (29%) of individuals identify social media as the primary communication medium that motivates them to donate.
87% of donors who first donate from a social referral source said in The State of Modern Philanthropy Report that they also make their second donation from a social referral source.
According to the Global NGO Technology Report, 71% of nonprofits worldwide agree that social media is effective for online fundraising.
55% of people who engage with nonprofits on social media end up taking some sort of action (Matthews, 2023).
Case Study: Skillpoint Alliance
More and more non-profit organizations are beginning to budget for social media managers or teams dedicated to managing their presence on various social media platforms. They are responsible not only for developing and executing social media strategies, creating content, and engaging with followers but most importantly, ensuring that the organization's social media efforts align with its mission and goals.
Background
In 2021, I was hired as an intern to assist a local Austin non-profit organization, Skillpoint Alliance with their social media presence. My only credentials were that I was a college student and therefore the youngest person working at the organization. Within two weeks I was hired to stay on as a paid social media and marketing consultant. I have been working at their Austin location for the past three years and was recently hired to consult as well for the Permian Basin location.
Skillpoint Alliance is a “501(c)3 workforce development organization that provides in-demand workforce training to vulnerable members of the Central Texas community” (Who We Are,) Skilllpoint Alliance currently offers training programs for HVAC Techs, Certified Production Technicians, Pre-Apprentice Electricians and Pre-Apprentice Plumbing. The non-profit has expanded from a North Austin location to include a South Austin location (Del Valle), a South Central Texas location (San Marcos), and a Permian Basin location. To be in a program there are three simple requirements, applicants must be a resident of Texas with Proof of Right to Work in the U.S., applicants must have a GED or HS Diploma, and must have an acceptable criminal history as determined by the relevant state licensing department (Application).
In the following case study, I will explore the impact and growth Skillpoint Alliance has seen since they made a concerted effort to use their social media to their benefit.
Skillpoint Alliance Social Media 2021
Initially, Skillpoint Alliance relied on sporadic social media posts with limited engagement and inconsistent messaging. Additionally, the employee in charge of the social media accounts had many other responsibilities and there was no set social media manager role within the nonprofit. This resulted in social media practices falling behind.
In the early stages, the nonprofit's social media presence lacked cohesion and direction. The organization primarily shared sporadic updates about its programs and events, with little emphasis on storytelling or audience engagement. The content was often generic and did not effectively convey the organization's mission or impact. As a result, Skillpoint Alliance struggled to attract followers, drive engagement through applications, and mobilize support through social media channels.
Pictured to the right are screenshots of the Instagram grid for the Skillpoint Alliance Instagram in 2021 (left) vs the Skillpoint Alliance Instagram in 2024 (right).
Skillpoint Alliance Social Media 2024
The non-profit came to realize the untapped potential of using social media to benefit its organization and decided to make an effort to adopt a more strategic approach to its digital communication efforts. The organization appointed a dedicated social media manager (me) to oversee content creation and engagement.
Here are examples of recent graphics created for the social media accounts:
Key elements of the new social media strategy included:
Strategic Content Planning:
Although there is room to grow with content planning, the social media strategy for planning has developed much further than it was in 2021.
Employees now have access to a collaborative Google Sheet containing a calendar of upcoming events. Within this sheet, they can indicate whether they require a post, flyer, or other promotional material for each event, along with the quantity needed. This system allows for me to efficiently generate the necessary content for each event and schedule it well in advance using Hootsuite.
The organization has shifted its focus towards sharing stories, testimonials, and updates on its impact to humanize its mission and inspire action. This marks a significant departure from previous posts, which lacked imagery and merely outlined dates and program types.
Engagement and Community Building:
Currently, Skillpoint Alliance is executing a social media campaign (pictured below) aimed at raising engagement levels and fostering a sense of community among past graduates from the programs.
Visual Storytelling:
Recognizing the power of visuals, Skillpoint Alliance has incorporated high-quality images and videos into its social media posts to capture attention.
Visual content such as the video below showcases the organization's impact on their students and their families highlighting the real-life impact of its programs and services.
An example of this can be seen in the video on the right. For context, the woman speaking is a family member of a student of Skillpoint Alliance. Due to her friend seeing Skillpoint Alliance marketing on social media, she encouraged the student to apply for a Skillpoint Alliance program.
Campaigns and Fundraising Initiatives:
Skillpoint Alliance launched targeted social media campaigns to raise awareness to promote fundraising events, and drive donations.
The organization utilized compelling storytelling, impactful visuals, and strategic calls-to-action to mobilize support from its online community.
Some examples of these campaigns is their participation in Kendra Gives Back as well as Amplify Austin
Kendra Gives Back is a social media-promoted campaign that allows for a certain percentage of profits raised on certain dates to be donated to specific charities and non-profit organizations.
Amplify Austin is “the biggest giving event in Central Texas. For 24-hours, residents across our seven-county region are invited to participate by giving back to the local nonprofits that do so much good for our community!” (About: Amplify Austin.)
Future Goals
Strategic Content Planning:
With strategic content planning, the overarching aim is to create a comprehensive content calendar that aligns with the communication objectives of the non-profit and caters to the preferences of Skillpoint Alliances target audience.
Engagement and Community Building:
An upcoming objective in terms of engagement would involve prioritizing interaction with followers, including promptly responding to comments and fostering a sense of community among supporters.
Visual Storytelling:
While visual storytelling has shown considerable improvement, there remains opportunity for enhancement in the layout and organization of posts on the non-profit's social media pages. A possible objective is to promote the planning of Instagram grid layouts to achieve a clearer and more aesthetically pleasing social media presence.
Results and Impact:
The implementation of new social media practices yielded significant results for Skillpoint Alliance. The organization experienced an increase in follower engagement, with higher rates of likes, comments, and shares across social media platforms. The non-profits enhanced storytelling efforts resonated with audiences, leading to greater awareness, support, and participation in its programs and events. This included both potential students, as well as employer-partners.
Additionally, although no direct correlation exists, the non-profit grew from one location to four locations within the same time period that they made a more concerted effort to increase their social media presence. The use of social media may have an impact on the number of potential students reached allowing for the organization to grow to meet the needs for more programs.
Conclusion:
The case study of Skillpoint Alliance demonstrates the transformative impact of updating social media practices within a non-profit organization. By adopting a strategic approach to digital communication, the non-profit was able to amplify its message and reach a larger audience. The organization's journey serves as a testament to the potential of social media to bring about positive change and advance the mission of non-profit organizations.
Potential Drawbacks About Using Social Media for Nonprofit Organizations
While social media offers numerous benefits for non-profit organizations, there are also potential drawbacks to consider:
Time and Resource Intensive: Effectively managing social media platforms requires significant time and resources. Non-profits may struggle to dedicate the necessary manpower (they may not be able to hire a dedicated social media manager or consultant) and budget to maintain a consistent and engaging social media presence.
Distraction from Core Mission: Excessive focus on social media marketing can sometimes divert attention and resources away from the non-profit's core mission and programs. Organizations must strike a balance between promoting their cause online and executing their programs effectively offline.
Over-reliance on Digital Channels: Relying solely on social media for outreach and fundraising can be risky, especially if platforms experience outages or changes in policies that affect non-profit accounts. Diversifying outreach efforts across multiple channels by continuing to promote their non-profit through little media (flyers, brochures, etc.) as well as word of mouth remains equally as important.
Despite these potential drawbacks, with careful planning and strategic management, non-profit organizations can effectively navigate the challenges of using social media while maximizing its benefits for advancing their mission and goals.
Final Thoughts
Overall there are no particularly harmful downsides to using social media to raise awareness about a non-profit organization. Social media provides non-profits with unprecedented opportunities to raise awareness, engage with supporters, mobilize action, and amplify their impact. However, it's essential for non-profits to approach social media with careful planning, strategic thinking, and a commitment to authenticity and transparency. Maintaining a consistent and engaging presence on social media requires dedication, resources, and a willingness to adapt. Ultimately, social media has become an indispensable tool for non-profit organizations seeking to advance their mission and achieve their goals in the digital age.
Citations
About: Amplify Austin. Amplify Austin Day 2024. (n.d.). http://www.amplifyatx.org/info/about-us
Application. Skillpoint Alliance. (n.d.). https://skillpointalliance.org/application/
Iovu, M.-B., & Ţurcan, C. (2018). Usage of Social Media by Non-Profit Organization for Fundraising Purposes. Agora Psycho-Pragmatica, 12(2), 66–75.
Fuduric, M., & Mandelli, A. (2017). Corporate and Non-profit Social Media Policies: A Content Analysis. Market-Trziste, 29(1), 7–22.
Matthews, B. (2023, October 16). Social media stats for charities and nonprofits. Empower Agency. https://empower.agency/social-media-stats-charities-nonprofits/
McLachlan, S. (2023, July 10). Social media for nonprofits: 12 essential tips for success. Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/social-media-for-nonprofits/
Murphey, D. (2024, April 24). Social Media for nonprofits: 6 easy steps for social media success. Blog. https://blog.walls.io/guest-posts/social-media-strategy-nonprofits/
UNICEF. (n.d.). https://www.unicef.org/
Who We Are. Skillpoint Alliance. (n.d.-b). https://skillpointalliance.org/about-us/who-we-are/
