Creating a non-profit communication strategy on social media is never easy. Generally with relatively small funds, non-profit organizations struggle even harder in this exercise. So we decided to set up this short guide with 4 steps to help you orient your strategy while preserving your wallet at best. These few tips will help you improve your visibility and the weight of your website on the World Wide Web. The goal of this non-profit communication strategy is to stir the crowds and raise more funds to carry out your activities.
1. Know your audience
It is important to know who you are addressing.Which age group is most sensitive to your cause?What are the interests of your audience?Adapt your content accordingly: Experiment, take risks!Note that while this year has seen the growth of smartphones (207.1 million in the US in 2016), 2017 will only amplify the trend.Perhaps you could orient your strategy towards new platforms?For example, WWF recently used Snapchat and its famous countdown to defend the urgency of protecting species threatened by human activities.
2. Build strategic partnerships
Make sure that people talk about you. Contact bloggers, journalists and other influencers to talk about your cause! Why not ask celebrities to lend you their voice? You can also take advantage of Corporate Social Responsibility (CSR). CSR is a “concept in which companies integrate social, environmental and economic concerns in their activities and in their interactions with their stakeholders on a voluntary basis”. A 50/50 situation that allows you to benefit from an expanded network and gives your partner the status of defender while allowing him to meet the standards of CSR is a great non-profit communication strategy to instantly reach target audience.
3. Create a Buzz around your cause
You do not have an unlimited budget? It does not matter. It is always possible to create a buzz with good ideas when one is well informed. Social Media audience tend to react better with content that is either shocking or funny. Unicef Sweden decided to shock its audience in April 2013 by launching a campaign entitled “LIKES DO NOT SAVE LIVES”. A smart campaign smartly conducted for guaranteed success.
A good non-profit communications campaign cannot be improvised. Study the trends and discover the conversations and interests of internet users to strike the right chord. In order to save time and maximize your efficiency, do not hesitate to use a good monitoring tool or donor management tool. You will have the keys to master the core of your social media communication strategy with insights gained on donor behaviour.
4. Reward the Commitment
Last but not least, listen to the reactions that your engagement brings.The era 2.0 is also an era of reputation.By becoming a recognized organization, you become an influential voice.A simple thank you, personified and addressed directly to the internet users who interact with you means a lot.That said, you will also attract the engagement of your interlocutors, offering a little more visibility to your organization.
The goal of this guide, a better non-profit communication strategy for social media is to help you multiply the commitment to your organization.Target your audience, build quality partnerships, produce content that can be shared virally, and reward users who interact with you.