Social media has opened up tons of marketing opportunities. It could explain why many companies have at least one account to their name. The same goes for nonprofits or charities.
The platforms provide a fantastic way to build brand visibility thus raising the organization’s profile. They use search to engage with supporters and to get donations.
Yet, the reality is, many nonprofit marketers do not have the right strategies. It becomes a futile effort in trial and error. In the end, they do not achieve the objectives they hope for.
Our article explores 5 mistakes every charity makes in social media marketing. We will go a step further and show you how to fix them. Let’s get your brand-building efforts right starting today.
1. Undertaking Social Media Marketing for Charities Without a Strategy
The approach to social media marketing for charities should be very similar to Commercial enterprises. Any marketing 101 will impress upon the need for a sound social media strategy.
An online marketing for nonprofits strategy cannot work without the following.
- Goals that act as a roadmap to where you want to go. It is a good idea to follow the SMART principle. That means the goals must be Specific, Measurable, Attainable, Relevant, and Timely. A good example would be: to educate 1,000 mothers on child nutrition every month. The goal has a number and timeline, which is measurable.
- Tools, techniques, and channels you will use to achieve the goals
- Market research covering different factors. Such include the operating environment and whether there is a need for the nonprofit’s area of focus. Audience research is also critical, and you will see why in our next point.
- An analysis of any marketing gaps in the current approach
- Performance measurement to determine the success of the social media marketing campaigns.
Think about the nonprofit social media strategy like you would a business one. It should look at every possible scenario that will lead to your marketing success.
2. Trying To Address Everyone
Every charity has a special area of focus. It is therefore important to understand exactly who you should be talking to.
Marketers will achieve very little by trying to speak to everyone. They will also find it challenging to tailor the right messaging.
Marketing teams must, therefore, take the time to understand:-
- The core demographics of the target audience. These include gender, age, and even economic status.
- The content the target audiences engage with.
- Which platforms they are most active on and the best time to get them online.
Finding such information is possible with little research. The social media platforms have analytics that can yield tons of rich information.
3. Lack Of Clarity In What You Want To Communicate
We can all agree that setting up social media accounts is easy. You also have so many options that you can use to your benefit. The challenge comes in developing the right content that communicates what the charity is all about.
If you were developing messaging for a business, it would be about product or service unique selling points. The aim is to get people to like and believe what you’re saying. In this way, you get them to take the action you desire, which is to buy.
Social media marketing for charities has the same challenge. Only in this case, the aim is to get people to donate to your cause. Without a doubt, convincing audiences to part with their money is hard.
So, the nonprofit has to tell its story and tell it well. Video content on platforms like YouTube is a powerful storytelling tool. The organization can showcase its work in an interesting and engaging manner.
4. Haphazard, Inconsistent Posting
Consistency in posting speaks a lot. Donors, volunteers, and other stakeholders need information about the nonprofit activities. Posting today and going offline for a month can make the charity look less than trustworthy.
Posting for the sake of posting can have the same effect. Whatever you put out must be relevant and add value.
That is why it is a good idea to focus on two or three platforms. Trying to manage many social media platforms will lead to fatigue.
Come up with a schedule of posts that shows timelines and content. There are scheduling tools that will make your work easy. It allows for the automation of posts, so the marketing team can plan everything well in advance.
Tailor the content specific to the channel you are using. And, keep a close eye on the analytics to know what you need to improve upon. Engage with your followers and respond to queries or comments as soon as possible.
5. Being Too Aggressive About Your Agenda
We all agree that any nonprofit marketing campaign should have fundraising as the end goal. It may, therefore, be tempting to be aggressive about your agenda.
But, for most people, social media is an escape from daily realities. They want to relax and engage with interesting content.
Charities will achieve much more by showcasing success stories than asking for donations. That is why storytelling and case studies work well. Also, share photos and videos of people who are benefiting from your work.
By all means, do include a CTA or donation link within the posts. But, place such in a strategic position, where someone is most likely to take the action you desire. Tell a story about how your organization is impacting lives.
Include plenty of visuals and any other proof of the validity of what you are saying. In the conclusion, invite people to walk the journey with you by supporting your activities.
With such a strategy, you create awareness and also bring in an emotive aspect. Audiences are more likely to respond exactly how you want them to.
Social media is a powerful marketing platform for charities. It provides a fantastic opportunity to showcase the work the organization is doing. You can reach a broad audience who can provide support through donations or volunteer work.
Having a solid social media strategy is a critical first step. Know your target audiences and the channels they use. It will make it easier to focus on those that will give the greatest returns.
Have clarity in what you want to communicate. Do not be too aggressive in how you approach audiences for support.
Be consistent and engage with followers. Finally, have metrics that allow you to monitor the success of your social media outreach.