Social media represent one of the best opportunities for nonprofits to present themselves, increase their reputation, and, above all, increase community engagement. However, social media is a very wide and competitive landscape, so nonprofits are required to have a strategy to launch and maintain successful online communications. We have found 10 nonprofits that use social media in an outstanding way!
WATERisLIFE used the hashtag #firstworldproblems to spread their viral video the First World Problems Anthem. The video is showing people in need, repeating common “first world problems”, ironizing about people that make a fuss about daily life problems against more serious ones.
The choice of the hashtag #firstworldproblems is great, as it has a potential reach of 1.7 million (according to data from Keyhole.co): Thanks to this strategy, the video went viral on Facebook and Twitter, expanding the nonprofit’s reach.
Social media gives nonprofits the chance to publicly thank supporters. Zero Percent usually highlights the donor of the day or the week when reaching a milestone or receiving a big donation by creating a blog article/video/message on social media. This enables the nonprofit to connect with their donors and to reach a wider connection by tagging another company or person.
The Best Friends Animal Society aims to place dogs and cats into loving homes. Through the use of user-generated content, they managed to create an app, My Dog ID, that allows people to take pictures of themselves, post them on Twitter, Facebook and the nonprofit website’s wall, and to find the perfect match. This strategy helps them increase their community engagement by giving users both inspirational and entertaining themes.
March of Dimes
The organisationMarch of Dimes uses a multidimensional approach so that people can follow their progress: the strategy consists in writing blog articles, sharing stories on Facebook, messages on Twitter and videos on Youtube. By showing and sharing real life facts and data they are able to raise awareness and contribute to their mission.
Charitywater built a great communications strategy on Instagram and Twitter, simply by linking tweets/images to landing pages with a specific ask. One example is the tweet: “You can bring clean water like this to someone in need with one $30 donation right now at http://charitywater.org/donate”.
The tweet, the image and the CTA help to raise more interest in the donor and to establish a better connection between the nonprofit and the donor itself.
Even though Facebook is the favourite social media platform to share content, increasing community engagement through it is definitely hard.
In its Facebook page, the organisation Make-A-Wish has come up with a good strategy: putting a CTA on their cover photo, just next to the buttons “Like” and “Message”. The CTA, entitled “Donate now”, is a clear and simple example of how to ask for donations and to make easier for users to give through a social media platform.
Red Cross has established a recurring theme every week, the Fire Safety Friday: every Friday they post something that fits with their nonprofit and with the chosen theme, raising the curiosity and the brand awareness through a recurring theme and recurring hashtags.
To Write Love on Her Arms
Thenonprofit aims to find help and support for people struggling with depression, addiction, self-injury and suicide. On their Instagram account (@twloha) they share inspiring images and strategic hashtags, including the hashtag #FearsVsDreams, inspired by their campaign in which people reveal their biggest dreams and their biggest fears on a white board.
Thisorganisation has chosen a tool that allows people to give to a cause through Twitter (Charitweet): the use of the tool, plus a constant presence on Twitter and donation CTAs, has allowed Animal Foundation to raise more money directly from its social media strategy.
WaterAid decided to show the real effects of donations by documenting their progress on Instagram. By sharing pictures on @thebigdig and using the right hashtags, the nonprofit has reached millions of Instagram users, that can easily turn into new donors.
Social media is a marketing tool every nonprofit should have in its toolbox. Social media will become more and more significant for nonprofits to drive engagement and spread their message. Our Takeaways:
#1: Nonprofit social media marketing’s aim is to inspire and motivate: show passion for the cause.
#2: Hashtags are important and should be used whenever possible to spread your message.
#3: Identify where users are most likely to engage with your organisation. Use a multi-dimensional approach or choose the social media platform that is the best fit with your organisation.
#4: Provide a convenient way to capture your followers’ most valuable forms of engagement (create contests, campaigns, recurring themes, specific hashtags).
Can you think of a nonprofit with an amazing use of social media that we didn’t mention? Let us know!