Specific Social Media Goals For Nonprofits

Are the specific social media goals for nonprofits the same as for those in the for-profit sector?

Everyone has access to the same tools for online marketing. Social media, in all its platforms, is available to everyone. But, as I’ve said before, which social media outlet you should use all depends on your goals. Your goals depend on your overall plan.

Your Plan In Action

Let’s say, for example, that your particular nonprofit is planning a large fundraising campaign. For many nonprofits, Facebook is currently the preferred social network. Chances are, then, this is where you may want to start, as well. But, you should not exclude your efforts to one social media outlet. Other channels are growing engagement quickly and may soon overtake Facebook. So, it is important to keep watch on trends and adjust your strategy accordingly.

Three-Part Strategy

Steven Shattuck, at Hubspot, recommends a three-part content strategy for nonprofits. He suggests dividing your focus evenly between Appreciation, Advocacy, and Appeals. With this approach, a nonprofit needs to nurture their community, respect and advocate for their cause, and reach out and ask for help in closely even doses. If you’re focusing on asking for donations 100% of the time, it is likely you won’t have the same appeal to your targeted audience.

As I have discussed before, using visuals, stories, videos, and questions are all “attraction” tactics that lead to engagement. Being connected to other relevant communities, causes, and new items will help to amplify impact. Which brings us full circle. The end result depends on the business plan around social media, and good planning determines good results.

If you are interested in learning more, I recommend taking a look at a recent online article that highlights specific social media goals for nonprofits. It is definitely worth the read.