Social Media Strategy for Nonprofits

6 min read

Non-profit organizations, since the last decade or so have been getting Social on Social Media – whether it’s opening and making popular a Facebook page or hopping onto popular networks like Snapchat, non-profit organizations are jumping onto the Social Media bandwagon – lock, stock and barrel. And it’s not surprising but evident, as the most lucrative aspect about Social Media’s universal appeal is its cost-effectiveness –the ability to connect, interact and engage your audience, not to forget the icing on the cake – measuring the results and adjusting accordingly, if necessary.

However, in the race to ride the social media wave, an increasing number of nonprofits are ignoring the strategy and planning phase necessary to achieve success in meeting their objectives.

I have mentioned some pointers for ‘Social Media for non-profits’ below, to help them make the most from their social media efforts. As they say, a little bit of planning can go a long way!

Try to define Social Media’s role for your company:

It isn’t enough to get into Social Media just because everyone else is getting into it. Analyzing the exact role of Social Media for you beforehand, will help you to formulate a strategic plan to reach your objectives.               

Know exactly what is it that you want to accomplish:

As a non-profit organization, you are habituated to working towards accomplishing a mission, be it education for ones below the poverty line or protecting endangered species from extinction. When you know your objective closely, you will be able to measure the metrics you need to track, to access whether they are being met or not. You will also come to understand how your Social Media is tying in with your overall communications and digital strategy, like your website, blog, email marketing, promotions and anything else that you share online.

Define exactly whom you are talking to:

As a non-profit, you should develop prototype personas that reflect your ideal target audience, based on demographic data that describes the TG in detail. Explore native analytics on Twitter and Facebook or better still, use a social media management tool. Once you know exactly who is following you online, approach them offline and try getting an insight into things that are important to them when supporting your cause online.

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Create a Social Media policy:

Coming up with the Social Media Committee can be a good thing, supported by a HR person or attorney. There are certain questions to ask yourself though while creating these policies- what happens in a PR crisis or what training can you provide employees for sharing things online? Or, who are the administrators of the page?               

Let your channels dictate your TG:

Choose the channels you are going to use only after careful study of the habits, lifestyle and economic orientation of your target audience.

Create a content strategy before sharing anything:

It is a good idea to focus on storytelling in order to get your message across. Ask your supporters about the kind of stories they’d like to see from your organization. Developing content categories that you can post on a regular basis is a good idea.

The Toy Association, a non-profit trade organization creating toys and games, has over 900 businesses. Part of the nonprofit’s social media strategy involves Genius of Play. It uses social media to share helpful and informational content for parents, which encourages parents to make playtime an important part of kids daily routine.

Create a Social Media Content Calendar:

Plan and schedule your Social Media posts in advance. Creating a content calendar while working with a team, or reaching out to others in the organization for photos and information, will help you to stay on top of planning campaigns.

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Engagement must be your first criteria:

Most people make the mistake of seeing Social Media as just a publishing platform. Capturing attention, eliciting a response, connecting with supporters and building communities are things that you can do on Social Media, and which will continue giving you returns in the long run.

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Measuring and improving:

Make it a point to track your Social Media efforts to ensure that you are progressing towards your goal. Sharing results will inspire the management and it will also help you to focus on the type of content that performs best. You can use tools like Facebook Instant Post Insights, Twitter – ReTweets mentions, Google Analytics – Website Analytics and traffic, Blog Traffic, Email Newsletter signups to achieve more.

Work smarter with the latest tools:

Get on top of the latest Social Media Dashboards and Scheduling Tools to make your Social Media efforts most effective.

Great content is key:

Creating content that your audiences like and share is key to success on Social Media. A good idea would be starting an Editorial Calendar for scheduling content online.

Visual messaging is preferable:

In this day and time, a short attention span coupled with increasing time constraints are forcing people to focus on visual messages more. That is why, Tweets with photos are more likely to get shared. A compelling stream of photos, videos, and info-graphics are what you need to keep posting to keep the audience engaged.

Last but not the least, if you are in any way looking at enhancing the impact of your Social Media efforts, on issues that you are pursuing currently, than here is our suggestion – a reputed Social Media company is what you need to partner with, to help you get the maximum mileage out of your Social Media efforts.

For that, and for any other digital issue under the sun, you can talk to IKF. Just call us on +91-888 886 6110 or email us at to set the most effective Social Media ball rolling.