If you run a nonprofit, you probably rely fairly heavily on donations and volunteers to keep your business running. If you follow a nonprofit on social media (or, are on their mailing lists, etc.), you are probably tired of being asked for donations.
I both run a nonprofit and follow MANY charities. Every day my social media feed, email box, and sometimes even mailbox, are bombarded with worthy causes in need of something. Sometimes that can be downright overwhelming… and let’s face it, annoying. But as I also run a nonprofit, I get the draw to stay in constant communication and express my foundation’s needs.
So what can nonprofits do to stay relevant and on their audience’s radar? (Without always asking for something). Here are five ways for nonprofits to post on social media.
1) Education – Consider providing mini lessons or educational posts once per week. I’m not talking about a large paragraph of information about your cause that they have to sift through. I’m talking about a short tip, trick or lesson that takes them less than five minutes to read. For example, my nonprofit, Toa Tumaini Foundation, provides funding for education to children living in poverty in Tanzania. Swahili is the primary language spoken by the families we serve, so we have started providing language lessons; every Monday we teach our followers one new word in Swahili. This provides consistency to our posts and leaves our followers feeling poured into.
2) Meet The Team – Maybe you’ve already done this, but if it wasn’t recent, consider doing it again. Or, add some additional information. Introduce your followers to the team of individuals making your business run! This can go beyond just your key employees. Consider recognizing board members, volunteers, donors, and even possibly some of the people benefitting from your services (depending on confidentiality and with their permission, of course).
3) Research/Resources – Some of your followers might like to nerd out on research articles, statistics, books and podcasts. Provide links to resources that help explain and support your work. It is an opportunity for your followers to receive additional education. It will also communicate the importance of your work to your followers, and equip them with information to advocate on your behalf.
4) Fun/Entertainment – You can get creative with this one! Is there a fun weekly post you can create? (For example: Throwback Thursday – every Thursday you could share an old picture and information about where your organization has been compared with where you are now.) Is there an activity, song, craft, or something similar that you can share with your followers? Make sure the entertainment or fun relates to your organization somehow. Providing enjoyment, especially something hands-on, will encourage people to interact with your organization more and will help them remember you as a positive experience.
5) Testimonials – This is one many of us already do, but if not, you should consider it. You may have already thought to share testimonies and stories about the people your organization was created to help, but have you thought about sharing testimonies from your volunteers, donors, board members, etc.? Often these people are overlooked when it comes to sharing. Testimonies are important because 1. They give your organization authenticity and build trust and 2. They allow followers who are potential donors or volunteers to see themselves in the testimonies of your current or former volunteers.
My organization recently realized that most of our communication has included asking followers for something. Don’t get me wrong, nonprofits greatly appreciate and need our donor support, but as leaders of the nonprofits, we should also provide donors and followers with something in return. We should ask ourselves how our nonprofit’s presence on social media can serve them too. These five examples aren’t an exhaustive list of ways for you to post on social media without asking your followers for something, they are just a starting point. We should desire to care for the people who care for our cause. Remember that pouring into your donors will only strengthen their relationship with you and your organization
About the Author: Kelsey serves as the Admin Coordinator with Stratos Creative Marketing. She enjoys working behind the scenes to ensure our clients’ experiences are enjoyable and consistent. Kelsey also founded a nonprofit that provides education for children in Tanzania called Toa Tumaini Foundation, Inc. You can find them on Facebook , Instagram, and their website.