Nonprofit Social Media Marketing

Posts tagged ‘humane society’

Nonprofits Via Facebook

Facebook is the top social media site today and many companies and organizations use it as a means to communicate with their customers and build their reputation. However, unless these attempts are done effectively, they bear no improvement in reaching consumers and can even harm reputation. For nonprofits, it is extremely important to do these two  duwellthings, and do them well. Here is how nonprofit organizations can utilize Facebook effectively to create positive change. Here are some pages used to research for this post:

Tips for Nonprofits on Facebook

How Nonprofits Use Facebook 

Show (Don’t Tell) What You Do

best-and-worst-times-to-post-on-social-networks-infographic

Images are more effective than text at conveying a story. When posting, use pictures and videos instead of long paragraphs of text to send a message. Duwell Medical   posts about once a day and often has pictures, videos, or short bits of information/facts to engage people’s attention. Additionally, post at the right time. Click the image at the left to see some interesting time statistics.

If you’re going to write a post, make it an interesting fun fact or trivia question. Create photo and video albums that are for a particular cause. The Humane Society’s Facebook page  has an album called “Hurricane Sandy Unclaimed Pets”  with pictures of animals that were lost during the hurricane and have yet to be recovered. Albums like these often entice donations because it shows how active the organization is.

Encourage others to share your newsfeeds, photos, albums, etc. One of my favorite Facebook trends right now is shareable pictures with arrows pointing to the sharer’s name that say “This Person…” One example of this is the National Forest Foundation’s  picture. When people read their newsfeed, they’ll see you shared the picture and it will point to your name. This example says ” This person loves national forests”.

Show Off your Successes and History

Show how long you have been active. Organizations that have been around a while have a lot of credibility. By exhibiting this, you may earn more donations. On the same note, share your success stories. Happy-ending posts will put people in a better mood and make them more likely to read your other stories and be more active with your Facebook account.

Manage Your Apps

Use your apps. Most people aren’t familiar with the Facebook apps that are on a page’s profile. They often read how many ‘likes’ you have, provide a link to your photos, or show a map of your location. But there are more important things to have here, such as a sign-up for an e-mail list or a donate button. National Forest Foundation has an app to sign up for their tree-mail. The Monterey Bay Aquarium’s page  currently has a “Countdown to Cuteness” button that features otters, sweepstakes, and asks for donations! That’s an effective marketing mix! Another potential app:  A donate button! It’s amazing how few nonprofits actually have a ‘donate here and now’ button anywhere on their page. Why wouldn’t you?countdown-to-cuteness-fb

Links

Link to press coverage, link to legislation (often petitions), link to your website, Twitter, Pinterest, etc. Putting links in front of people is an effective way of making them click them!

Events

canadaseal

Facebook events don’t just have to be for physical events. Use them for special days. PETA (who I’m starting to realize are marketing geniuses) created an event March 5, 2010 called International Day of Action for Seals  and invited 58,600 people of which 23,000 said they were going. Though this wasn’t a physical event, they urged followers to post seal-related media on their Facebooks or Twitters to spread the word.

Communicate

You can talk to anybody on Facebook at any time. That’s the beauty of it. So if people are posting questions or comments on your page, you don’t have to respond to all of them, but replying to a few will show people you’re active and listening. This is what donors want!

Recent Facebook Changes

This is important. Facebook recently made changes so that many posts by pages don’t show up in the follower’s newsfeed. To fix this, ask your followers to add your page to an ‘Interest List’. To do this, they must go to your page, click the small ‘Settings’ dropdown above your apps, and click “Add to Interest List”. Then they have to either create an Interest List or add your page to an existing one.

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Nonprofit Pinterest Promotion

Though not yet as popular as other forms of social media, Pinterest has grown drastically within the past couple of years. However, it has a very specific audience. According to Forbes, it is mostly composed of college-educated females 25-44 years old. But this narrow segment isn’t necessarily a bad thing. This demographic is known for its purchasing power, which is why many companies try to use Pinterest to market themselves, including nonprofit organizations.

Nonprofits market themselves to consumers in a variety of ways, but often through educational and emotive appeals. Pinterest is a great gateway when it comes to these two appeals. Firstly, the biggest difference between Pinterest and other social networks is that it uses pictures, not writing. This visual aspect allows users to connect to Pinterest in a different way. For nonprofits, this means they can post pictures that are inspiring, sad, helpful, informative, etc.  Pictures often evoke more emotion than writing. For example,

Sad Piglet The Humane Society might say that factory farming is bad because pigs (and other intelligent animals) are thrown into tiny pens where they don’t  have enough space to turn around, suffering until they are led to slaughter, assuming they don’t  first batter themselves to death against their pens.

That’s a brutal sentence, but you can’t quite see every detail. The picture on the right, however, might really make you think twice next time you’re craving bacon. And if that’s not bad enough, a pinned video of factory farms will probably push you over the edge. Another visual tool is known as infographics. WWF’s infographic on the left is a way of being informative in a visual way to get people to remember. Pinterest also allows for links back to websites or social media when clicking on a pin. This can be a great way to get infographicpeople straight to an ‘action’ stage. PETA posts pictures of items in their store. When clicked on, these lead you straight to the item you were looking at. Click on the image of a tank-top below and it will take you to Pinterest. Click on it from Pinterest, and you will be taken to this product in their store.

Finally, I have also made a short list of tips that nonprofit organizations should implement in order to be more effective in Pinterest marketing. I referenced two blogs: John Hayden and Mashable when assembling this list and some items on the list are directly quoted from their blogs.

  • Create boards with a purpose– for example “Rescued Animals”, a board of happy endings
  • Have eye-catching images– this is common sense, but important
  • Know your audience– it’s educated women, so don’t post Monty Python jokes
  • Follow similar organizations– they might follow you too, giving you more presence
  • Follow influential people (people who have lots of followers)- if they follow you back, their followers will see you
  • Use keywords in pins and boards– great for SEO (search-engine optimization)
  • Make sure people know where/how to donate– give them a clear call to action or there won’t be any