The Best Social Media Marketing Resources For Nonprofits
Social Media Marketing Influencers
We reached out to social media influencers asking if they would share their answers to the following question:
What is your number one social media tip for nonprofits that want to grow and retain their audience online?
Here’s what they said:
Social Media Marketing Statistics
Want to know what platform you should be leveraging to maximize your impact?
We’ve put together a list of the most up-to-date stats on how nonprofits are using social media to make a difference.
Social Media Marketing Strategies
Let’s face it, there are a ton of resources online that claim to have the answers to your social media woes.
Often times this requires shifting through many useless articles in the hopes you’ll find one that will make an impact on your organization.
That’s why we’ve taken the guesswork out of the equation by curating only the best strategic marketing resources for Facebook, Twitter, YouTube, Instagram, Snapchat, and Pinterest.
Social Media Marketing Templates
Whether you need help planning a social media strategy, conducting a social media audit, or drafting reports to prove results to leadership, we’ve got you covered.
Our curated list of industry-leading templates is guaranteed to help with your next social media campaign.
Social Media Marketing Tools
Software development has exploded in the last 10 years giving way to an overwhelming number of free and paid social media tools.
Admittedly most tools are a waste of time and money, however, we’ve managed to track down a few exceptions to this rule and provide a brief overview of how nonprofits can leverage them to get results.
SOCIAL MEDIA MARKETING INFLUENCERS
What is your number one social media tip for nonprofits that want to grow and retain their audience online? That’s the question we asked social media and fundraising experts.
Of course, we didn’t ask just anyone. We asked influencers who have built a successful online brand by leveraging social media to grow their audience in the tens of thousands.
Here’s what they had to say:
Julia C. Campbell, @JuliaCSocial, 14.7K Followers
Author and national speaker writes:
Nonprofits need to understand that “social media” is not just a marketing tool that needs to be leveraged for their benefit. These powerful platforms have completely revolutionized and changed the way that humans consume information as well as the way in which they interact with each other.
Your traditional fundraising, marketing, and outreach materials cannot just be cut and pasted into these channels. You cannot put a square peg in a round hole. Social media content needs to be carefully, creatively crafted for the specific channel, ALWAYS with the audience in mind. Before posting, ask: What do they want to know more about? What kinds of stories are they craving? How can we get their attention and make a deeper connection?
Devin D. Thorpe, @devindthorpe, 44.4K Followers
Forbes Contributor, keynote speaker, and champion of social good writes:
Have a strategy for social media. Just posting a lot isn’t a strategy. You want to know what your goal for social media is. Your goal for Twitter should be different from your goal for Instagram. You can use a Facebook page in very different ways from a Facebook group. Have a strategy for using all of these tools (yes, the platforms are tools) for building relationships you can use to build your nonprofit.
Devin is a journalist, author and educator. He calls himself a champion of social good. He travels extensively as a volunteer doing service, as a journalist finding heroes and as a speaker sharing what he’s learned. As a Forbes Contributor he covers social entrepreneurship and impact investing, reaching an audience of over 1 million people. He’s produced over 900 episodes of his Your Mark on the World show featuring luminary change agents.
A bestselling author, his books—read over 1 million times—help people use money for good. He has helped nonprofits raise millions of dollars via crowdfunding. To tell stories, he draws on his entrepreneurial finance experience as an investment banker, CFO, treasurer, and mortgage broker. Previously he worked on the U.S. Senate Banking committee staff and earned an MBA at Cornell.
Like what Devin has to say? Want to learn more? You can! Learn social media in this beginners course!
Jay Frost, @GordonJayFrost, 17.3K Followers
Grantmaker, fundraiser, consultant, and serial entrepreneur writes:
Put Away The Megaphone! There are two fundamentals to all good fundraising. The first is to build relationships around the needs and interests of the donor. The second is to ask the right person at the right time for the right thing. This is made possible, of course, by having listened carefully and engaged actively with your supporters.
Unfortunately, many organizations just broadcast their needs and expect people to respond rather than engaging actively with current and prospective donors. But social networks are ideal for real interactive communication that can lead naturally expanded constituencies and growing revenues. On these platforms, we can identify kindred spirits, learn more about what motivates them, invite them to participate in activities of interest to them, and then, after building a relationship of trust, ask for their financial support of those activities.
That last step—the request for support—can and should be personal, just as all the gratitude we show must be real, immediate, and individual. The days of just hoping people will give to something that is important to our organizations are long gone. The rise of social networks has raised expectations for authentic, interactive, and responsive communications.
So, let’s make the focus to every communication the interests of our audience. Similarly, our crisis in donor retention can be addressed in large part by having substantial and authentic interactions with donors in their preferred environments. The rise of AI will help us in doing many of these things on a massive scale, of course, but it will never fully replace shaking hands, picking up the phone to say “thank you,” or sending a short video acknowledging a donor by name directly through Messenger, LinkedIn, or Twitter.
Let’s put energy into having real conversations. Let’s be willing to invite participation and financial support. Let’s be quick, enthusiastic, and generous in our public and private praise for those who make our work possible. And let’s remember that social networks are not a direct response tool but a place where human beings have chosen to live out a part of their personal lives. So, let’s put away the megaphone!
Over his thirty years as a grantmaker, fundraiser, consultant, and serial entrepreneur, Jay Frost has worked with thousands of organizations to identify and pursue billions in fundraising opportunities for thousands of charitable organizations around the world. Jay has been recognized as one of America’s Top 10 Fundraising Experts by Philanthropy Media, one of the Top Experts in Fundraising by Klout, one of the Top Eight Fundraising Influencers by Elevation Media, and one of the Top Thirteen Excellent Fundraising Consultants by Double the Donation. Jay is a consultant to nonprofits and an advisor to companies serving the philanthropic marketplace.
He currently serves as Senior Partner at Jerold Panas, Linzy & Partners, an Advisor to DonorSearch, a Senior Consultant at Brian Lacy and Associates, and an Associate for the Resource Alliance. A popular speaker and trainer, Jay has addressed hundreds of meetings in the US, UK, Canada, Asia, and the Middle East.
Tracey Ehman, @partnerinbiz, 9.4K Followers
Host of Women Speakers Associations #SpeakerChat and social media strategist writes:
If you want to grow and retain your audience online you need to determine what they are looking for, find the right keywords that will attract their attention, and use them within your social media posts on their own or as hashtags. Not only will these keywords and hashtags help you grow your audience, they will also enable your audience to filter out information that is relevant to them.
Tracey Ehman, an Online Presence and Social Media Strategist, is the go-to person for enhancing your online presence, ensuring that you not only get “found” by your target audience, but that your website and social media efforts increase your revenues.
Tracey is also part of the Women Speakers Association (WSA) Executive Team, and host of the once a month WSA #SpeakerChat on Facebook LIVE.
Like what Tracey has to say? Check out her free report, which shares keyword marketing secrets that can help you be found online.
SOCIAL MEDIA MARKETING STATISTICS
Online giving to charitable organizations has continued to rise year over year, with an estimated $31 billion given in 2017, up from $28 billion in 2016.
Driving much of this growth is social media.
In fact, 55% of people who engage with nonprofits on social media end up taking an action, while 59% of those people make an online donation.
The statistics are more compelling when you dig into them by platform.
Facebook Statistics For Nonprofits
- Nonprofits share an average of 1.2 Facebook updates per day.
- In an average peer-to-peer fundraising campaign, 15-18% of donations are referred directly from Facebook.
- 84% of Facebook users share to show their support for a cause and highlight issues that are important to them.
- Facebook refers 29.4% of traffic to donation pages on #GivingTuesday.
- $45 million was raised by nonprofits through Facebook fundraisers on Giving Tuesday.
- VIEW MORE SOCIAL MEDIA STATS
Twitter Statistics For Nonprofits
- 36% of online adults ages 18-29 are on the social network.
- 80% of Twitter users have mentioned a brand in a Tweet.
- The last two years have seen a 2.5x increase in customer service conversations on Twitter.
- Companies using Twitter for customer service see a 19% lift in customer satisfaction.
- 77% of Twitter users feel more positive about a brand when their Tweet has been replied to.
- Twitter users send 700% more visitors to donation pages on Giving Tuesday than on a typical day.
- VIEW MORE SOCIAL MEDIA STATS
YouTube Statistics For Nonprofits
- 28% of nonprofits are on Youtube.
- 6 billion nonprofit videos viewed in 2016.
- 68% of nonprofit video watchers view similar videos within 30 days.
- Among millennials, YouTube accounts for 2/3rds of the premium online video watched across devices.
- The most viewed brand videos are on average 31–60 seconds long (32% of all views).
- 40% of YouTube views come from mobile devices.
- VIEW MORE SOCIAL MEDIA STATS
Instagram Statistics For Nonprofits
- Nonprofit Instagram accounts grew followership by 101% on average in 2016.
- 6 in 10 online adults ages 18-29 use Instagram.
- 75 percent of Instagram users take action, such as visiting a website, after looking at a brand’s post.
- 31% of Instagram users make more than $75,000 per year.
- Engagement rates on Instagram are 15 times higher than Facebook and 20 higher than Twitter.
- The amount of time users spend watching video has increased by more than 80% year-over-year.
- Instagram users are 70% more likely to make mobile purchases.
- VIEW MORE SOCIAL MEDIA STATS