Why you need to change your nonprofit social media strategy

Georgetown University’s Center for Social Impact Communication recently published an article, which you can read at a link below, about what people want on social media and how nonprofits can improve their efforts. I encourage you to read the article.

Every day my companies are active on many social media platforms, and with our fundraising and marketing companies we have the opportunity to see a large cross-section of charities and non-profits. We can see who is doing well on social media and who needs a little more understanding of what their followers and the public want to see. I believe that many brands and nonprofits need to understand what people are looking for on social media before they can begin to develop an effective strategy that works for them.

According to the article, there are three things that people want to see on their social networks.

Connection

Social networks are mainly used to keep in touch with people that the user already sees frequently (Lenhart and Madden, 2007).

Entertainment

The main motivation to join Facebook is peer pressure, and the main gratifications that people receive when using Facebook include entertainment and staying informed in social circles (Quan-Haase and Young, 2010). Among those over 50 years of age, the two main factors in the use of Facebook are mood management, including entertainment, such as games, and social action, such as posting political opinions (Ancu, 2012).

self assertion

The “hipster” effect is the idea that the more connected someone appears to be in causes, the more a person’s social capital actually increases (Ellison, et al., 2007). This self-affirmation theory was used to determine that spending time on Facebook satisfies an ego need and that exposure to one’s Facebook profile increases self-esteem and personal integrity (Toma & Hancock, 2013).

By keeping the three ideas above in mind, you’ll go a long way toward understanding what your nonprofit or social enterprise supporters want to see. Just because it’s a charity doesn’t mean people aren’t motivated by the need to watch “entertainment”, for example.

In our daily work we use Facebook, Twitter, YouTube, Instagram and LinkedIn a lot. Although it has taken us time to increase our reach effectively, the Georgetown article is also what we have seen.

one. Connectivity: People are on social media because it helps them communicate in a way that is on demand at any time of the day or night. I think this is the driving force of social media.

two. Entertainment: I know it may sound superficial, but people are under a lot of pressure in their everyday lives and often scroll through their timelines to distract themselves and watch something fun or enjoyable. No one wants to see a timeline of constant anger, resentment, and complaining. Nonprofits that remember that no matter how bad the problem, there are sensible and respectful ways to entertain that have the upper hand.

3. Self-affirmation: When people donate to charity or become a supporter of an organization, it is mostly driven by emotions. After that, all they do in support of the organization is self-affirming the decision they made to help a particular cause. It helps them increase their “social capital” in their social network, as well as within themselves.

The nonprofits that are most successful on social media understand these concepts and take them very seriously. Let’s look at some of the best examples of these ideas with charities that know how to engage with the public through social media platforms.

never thirsty: It is a non-profit organization focused on bringing clean and drinkable water to the impoverished people of the world. The mission is difficult, but if you look at their website and social media, you’ll see how they engage donors, supporters, and the public with new, clean, and engaging content. And yes, you will see elements of fun and entertainment.

Best friends: It is the largest no-kill sanctuary in the United States. Every day they work to save all the dogs and cats that are in kill shelters, abusive mills, or in need of help. His job includes finding homes for hard-to-locate animals. One of the most innovative ways they are trying to match canines with adopters is through the Paws Like Me Quiz.

human rights campaign: Has over 1.5 million members across the country who support LGBTQ issues. At the time of this writing, they have a campaign to help raise awareness of gay men in Chechnya who are being killed, beaten and tortured by the police for their sexuality. HRC has been using images from social media to help build awareness and support. If you look at their Facebook page, they currently have a call to action in their cover photo. This organization is known for its excellent use of imagery, which helps engage supporters and the public.

I’ve been in your shoes. I was once the founder and CEO of a non-profit organization. My thinking has always been though, even when we were operating from one room, that we had to give the audience what they wanted to see. We had to understand what motivated them and that way we would find support for our work.

Nothing has changed. Even though we now have digital and social media, people are motivated by the same things that have always motivated them in the past: connection, entertainment, and self-affirmation. Social media is not rocket science. Keeping these three elements in mind when developing your social media strategy will help ensure success.

To read the original article from Georgetown University’s Center for Social Impact Communication, click here.