Overcoming Social Media Challenges for Stronger Nonprofit Supporter Engagement in 2014

There are many ways in which nonprofits can connect and engage with their donors and supporters through social media. Organizations with smaller budgets and limited human resources (in particular) can benefit greatly from this cost effective channel which can educate your supporters on your cause, build rapport and ultimately garner financial and other support. Through our social media series for nonprofits, I have written about social media strategies on various platforms including Twitter and Facebook Tips to Improve Supporter Engagement and Nonprofit Fundraising, Pinterest and Instagram Can Help Maximize Nonprofit Fundraising and Donor Engagement Efforts and 3 Linkedin Tips to Maximize Nonprofit Engagement. It’s unfortunate that some organizations still do not have a presence on social media either due to a lack of knowledge on how to use them effectively or not knowing what type of content to create or share. There are also those who do know how to use them but don’t have the time or resources.

As the New Year approaches, how can nonprofits maintain a presence on social media while using it effectively to connect with their supporters? The following are some strategies to consider implementing into 2014 social media marketing plans:

Challenge #1 – How to Use the Platform

1. YouTube It – In today’s day of advance technology many things can be learned directly online. There is no need to take specialized social media courses (especially if you are on a tight budget) when you can learn it online. YouTube is the largest source of self-help and how-to videos and can guide first timers or novice users through the steps on setting up and using various social media platforms There are also numerous videos produced by platform experts on strategies that can help strengthen initiatives.
2. Help Sections – Often overlooked and underutilized, each network has their own help section which can serve as a tutorial on how to perform many tasks on their platform. Usually these help sections include a search feature where you can enter your query and it produces relevant responses that are available. Some platform help sections also include user forums where you can post questions on what you need help with which are often answered by more experienced users or platform employees.

Challenge #2 – What Content to Create or Share

1. Stories – Stories are the most popular type of content that donors and supporters engage with and I have often written about how storytelling should be a key component of every strategy. Not only do they have a high impact but they are relatively easy to create as they are directly born from your organization which gives the opportunity to personalize the cause while strengthening your message. Stories can be focused on the subject(s) that directly benefit from donor support or how the organization is helping make a difference. It’s important to ensure that stories are to the point and succinct so you don’t lose your audience’s attention.
2. Video – Creating and sharing your stories can be done in various forms, including: writing, pictures and video. However the most impactful to your audience is sharing your stories through video. Not only will they stand-out amongst the cluttered social media landscape, the message comes across clearer to the viewer and can evoke the emotion necessary for them to take action. Some excellent examples of strong nonprofit videos include the 4 Winners from the 2013 DoGooder Video Awards for Nonprofits and the 5 Top Nonprofit Videos from YouTube and the Lessons Learned From Them. Video storytelling must definitely form a large part of your social media initiatives to ensure strengthening of your overall strategies.

Certainly the challenges that many nonprofits face are real and can easily dissuade decision makers and team members from pursuing a presence on social media. However in this day and age there are many cost-effective resources and creative strategies that can help nonprofits not be left behind. My next post will provide strategies on how to overcome financial and human resource challenges.

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Miratel Solutions is a Toronto call centre, eBusiness, and letter shop mail house specializing in professional fundraising services including telephone fundraising, online fundraising, lottery services, donation caging, donation processing and other donor management services. We are committed to our CSR business values in all contact centre services and mail house operations and advancing the missions of the nonprofits we proudly serve.