With the ability to reach millions worldwide, social media can be an extremely valuable tool for nonprofits to inspire the public to help their causes. This only applies if you're putting out the right content, using the right channels, targeting the right people, and otherwise doing it right. These do's and don'ts can help ensure you're on the right track with your nonprofit social media strategy.
Posting
Don’t: Pass off the crucial role of social media manager to an intern or just any “tech savvy, young person.” There’s a big difference between the “tech savvy” person who knows all the technical details of a platform and the “social savvy” person who knows how to market on it.
Do: Get help from an expert and create a social media plan. Enlist a team of volunteers to help with brainstorming ideas and taking turns posting. Your plan needs to outline clear objectives, ROI, and an overall strategy supported by a set of tactics.
Platforms
Don't: Post the exact same items across all social media channels. While you want to maintain a consistent identity, you also want to remember that not all content is right for all platforms.
Do: Ensure content suits the specific platform on which it appears. Examples include:
- X/Twitter: brief summaries and multimedia content
- Facebook: conversational, relaxed, short
- LinkedIn: professional discussion that invites participation
- Instagram: visual storytelling with both feed posts and Stories
- TikTok/YouTube Shorts: short-form video content that showcases impact and authenticity
Download Now: Social Media Manager Playbook & Checklist
Audience
Don’t: Assume all your followers want the same content. Millennial Mia and Baby Boomer Bruce are likely to be drawn to vastly different types of content.
Do: Develop personas and post content geared toward your different generations and audiences. Each generation tends to have its own content preferences:
- Generation Alpha: Short attention-focused content, interactive elements, and strong emphasis on video platforms. Important note: Always ensure content follows platform age restrictions and youth protection guidelines.
- Generation Z: Video-first content, authentic behind-the-scenes glimpses, and social impact focus with brief, relevant content for short attention spans.
- Millennials: Visual storytelling, cause-related content, mobile-first experiences, along with ratings and reviews
- Generation X: Straightforward, visually engaging content for sharing, with emphasis on impact metrics
- Baby Boomers: Content-heavy posts, polls, quizzes for info and knowledge, with preference for longer-form content
Sources
Don’t: Rely solely on content from outside sources. Although linking to outside news sources can give you a level of relevancy and credibility, it should not be the only type of content you share.
Do: Share original content created by your organization. Blog posts are ideal shares, as are graphics, photos, events, and even behind-the-scenes insights that help attract and build a following exclusive to your organization.
Automation
Don’t: Use too much automation. While automation and AI-powered tools are great for scheduling posts and analyzing performance, you want to move beyond automation to ensure your social media posts have a personal touch.
Do: Start conversation. Asking questions is an ideal way to generate responses and engagement. Also make sure you answer any questions, address complaints and promptly respond to comments. While chatbots can handle basic supporter inquiries, maintain human oversight for meaningful interactions. Use your social media channels as a readymade customer service tool.
Hashtags
Don’t: Go overboard with hashtags. Using too many hashtags can be distracting, appear spammy, and doesn't help you reach your target audience.
Do: Use relevant hashtags strategically. Research trending topics and hashtags using platform-native analytics tools. Create hashtags specific to your organization or campaign, which can help you track conversations about your organization. Monitor trending audio and challenges for video content, and participate when relevant to your cause.
Likeminded Organizations
Don’t: Ignore similar organizations or view them as competition. You’re not going head-to-head to see who can achieve higher levels of good. You’re instead united on a similar mission.
Do: Reach out to likeminded organizations so you can help each other. Share each other’s content. Recommend each other’s websites and pages to followers. See which of their postings are getting results, then use some of their ideas.
Advertising
Don’t: Blindly spend money on paid social ads. Simply boosting a random post for the sake of getting more views may not align with your specific goals.
Do: Create a plan, set goals, and track the results of any ads you run. Focus on first-party data and privacy-focused targeting options. Figure out what you want the ad to achieve, whether it's gaining more followers, more donations or more volunteers. Consider user-generated content campaigns to increase authenticity and engagement. Then create ads geared toward reaching that goal.
Topics
Don’t: Craft every post as a plea for money. This tactic comes across as both desperate and aggressive. Requests for donations should make up no more than 10 percent of your overall social media content.
Do: Provide inspiring and valuable content about your mission and cause. Share success stories, or details on the real people you're helping and problems you're solving. Heartfelt posts can compel people to donate on their own without the need for a desperate plea.
Making Social Media Work for Your Nonprofit
When done right with these do’s and don’ts in mind, social media for nonprofits can be profitable indeed. Not only can it help generate donations, but it can assist with gaining followers, increasing awareness of your organization, and propelling you forward on your overall mission. Ensure you do it right with expert help by scheduling a marketing consultation today.
