Top Tips From BGCGW’s Director of Donor Relations

“Whether or not you have got a full-time workers member chargeable for social media or somebody that posts sometimes, I extremely advocate having some sort of social presence — no matter that appears like.”

This recommendation comes from Terri Johnson, Director of Donor Relations & Particular Occasions on the Boys & Ladies Golf equipment of Larger Washington (BGCGW). 

Johnson’s group wears many hats (as many nonprofit workers do), and that features managing BGCGW’s social media technique.

I believed she’d be the right particular person to ask how nonprofit organizations can faucet into the ability of social. Let’s check out her prime suggestions.

Desk of Contents

Why Social Media Issues for Nonprofits

Earlier than we dive into the how, let’s discuss in regards to the why — why is it necessary on your nonprofit group to be on social media?

For starters, we will take a look at the info: 55% of individuals who interact with nonprofits on social media find yourself taking some type of motion. This consists of donating cash, volunteering, or taking part in group occasions.

I can really converse to this personally.

I’m a giant animal lover. I just lately got here throughout a put up from The Humane Society on Instagram, and began scrolling by way of their feed.

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Wow, they actually do such nice work for every type of animals, I believed to myself. So nice in truth, it prompted me to make a donation to the trigger.

Social media provides you the platform to:

• Generate consciousness of your trigger — Shortly meet your target market the place they’re with details about your mission.
• Showcase your affect — Use this as a chance to focus on the significant work your group does.
• Broaden your fundraising efforts — Maximize the attain of your campaigns, and acquire donations immediately from the platforms.

It additionally doesn’t harm that it’s free to get began. And while you do, listed below are 10 suggestions you must take note.

Social Media Finest Practices for Nonprofits

In an interview with Terri Johnson, BGCGW’s Director of Donor Relations & Particular Occasions, we mentioned a few of her favourite social media finest practices for nonprofits.

Let’s take a better take a look at what she shared.

1. Determine your social media targets.

Terri says, “It’s exhausting to measure success if in case you have nothing to match it to.”

That’s why it’s necessary to set benchmarks on your social media actions. And from expertise, I can affirm that that is true for all advertising and marketing efforts.

She provides “You possibly can at all times map these targets again to your broader strategic goals if you happen to’re having hassle.” For instance, use social media to help a bigger fundraising or model consciousness goal.

Backside line: Set clear targets so you’ll be able to quantify your social media work. That method you’ll be able to assess whether or not the “juice actually is well worth the squeeze” (as they are saying).

2. Select the precise platforms.

As a nonprofit, your assets could also be restricted. Terri can “completely relate to this” because it wasn’t way back that BGCGW had the same problem.

The excellent news is you don’t must put up on all platforms to make an impression.

In reality, Johnson suggests the next: “Be sure you perceive which platforms are extra in style together with your goal demographic.”

She continues, “At BGCGW, we use Instagram to attraction to our teen members and younger professionals.”

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“On Fb, we wish to concentrate on content material that’s extra related to folks and adults.”

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And it’s true. Knowledge says that 31% of Instagram customers are ages 18-24. And 49% of Fb customers are ages 25-44.

Backside line: Don’t really feel like you should be on each single channel so long as you’re assembly your audiences on the precise ones.

3. Use visuals to inform your story.

For mission-driven organizations like nonprofits, an image can definitely be price a thousand phrases.

“Inform your story by way of imagery,” Terri suggests. “That’s what we do. Our mission is pushed by the younger individuals we help, so we like to focus on them on social media each probability we get.”

These are a number of of my favorites from their Instagram feed:

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Backside line: Present individuals what your group is all about and why they need to put money into you. 

4. Be real and use an genuine voice.

“Social media is a good way to point out and inform — to present your target market an inside view of your group,” says Terri. 

Authenticity is vital if you wish to inform your model story in a compelling method and draw extra supporters to your mission.

Johnson provides, “It lets you showcase what makes you distinctive and might help separate you from the noise.”

Backside line: Be sincere, be actual, and imagine in what you say. In the event you can encourage belief, individuals are extra more likely to pay attention.

5. Construct a group round your model.

Your group on social media is extra than simply the viewers you’re attempting to achieve. It consists of your group’s help system, too.

Terri says, “We like to say our companions and sponsors as a approach to shout them out whereas constructing model recognition.”

“It additionally permits these firms and people to showcase their dedication to supporting our communities,” she provides.

Backside line: Social media is supposed to be social. Begin conversations, work together together with your followers, and provides props to maintain individuals engaged together with your mission.

6. Leverage social media perks for nonprofits.

There are a selection of social media assets to make it straightforward for nonprofits to advertise their model and meet their targets.

Listed below are two examples:

• Google Advert Grants for Nonprofits: Google gives free and discounted search advert credit for nonprofits. Terri famous that her group has tapped into this chance “a number of occasions” and seen constructive outcomes.
• Platform-Particular Instruments: Most channels, together with Fb and Instagram, supply built-in fundraising instruments for nonprofits. For instance, you’ll be able to simply add a “Assist” button to your profile or a clickable “Donate” sticker to your Story.

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Backside line: Do the analysis to see what perks your model can leverage, so that you’re getting essentially the most social media bang on your buck.

Alana’s Bonus Tip: Make the most of AI writing instruments.

AI isn’t excellent, however it might probably nonetheless prevent time with regards to content material creation.

I’ve tried it out a number of occasions, and it’s an incredible supply of inspiration for me as a marketer.

I like to make use of conversational AI (e.g., ChatGPT) to generate subject and title concepts for weblog posts and summarize long-form info into bite-sized nuggets for social.

These are a number of social media writing prompts you’ll be able to check out:

• “Create a put up for Instagram selling [insert event name and description] in [insert number] phrases or much less.”
• “Write a Fb put up summarizing our new initiative [insert initiative description].”
• “Draft a tweet asking for help for [insert cause description].”

HubSpot additionally has free AI instruments accessible that will help you draft compelling social copy.

Begin Crushing Your Social Media Objectives

Now is a superb time to be social, particularly for nonprofits.

Even when your technique isn’t excellent or your assets are restricted, you’ll be able to at all times begin small and refine issues as you go.

In time, you’ll be properly in your approach to social media success.