How Nonprofit Organizations Can Benefit from Social Media

Social media outlets have proven a tremendous asset for businesses worldwide. There’s no question of the efficacy of a social media platform for increasing sales and profitability. But, can social media be as big a boon to nonprofit organizations? In a word, yes. While for-profit and non-profit entities do have different challenges and goals, social media can be used as an effective tool in both types of businesses. How?

Bridge the Generation Gap

While many of those who either direct or are board members of nonprofits come from a generation not as familiar or comfortable with using social media, the next generation of donors, volunteers, and employees spends an increasing amount of time online and engaged with social media outlets. Just as it takes time to grow a relationship between potential customers and a given brand or product, it also takes time to foster a relationship between a nonprofit and potential contributors. That’s why now is the time to reach out and start building those relationships.

Focus on Communication

In his blog post, “Six Ways Non-Profits Can Use Social Media to Grow,” Fast Company blogger Rich Brooks spoke with Alex Steed, Director of Community Engagement at Opportunity Maine. Brooks and Steed suggest nonprofits use social media to tell their story and highlight the good work the nonprofit is doing. People are engaged and inspired by compelling stories and tangible, positive results. These stories resonate with potential donors, encouraging them to become active donors or volunteers.

Dan Morrison, CEO and Founder of Citizen Effect suggests an approach that at first might seem counterintuitive, “Don’t focus on asking them to give, focus on asking them to retweet any and everything you tweet, post on their wall, forward e-mails, etc.” This alternative approach encourages a simple passing on of information, which can lead to increased website traffic, increased exposure to the cause the nonprofit is supporting, and finally to actual donations. No matter what, it’s crucial to encourage and nurture participation whatever the level of that participation may be. Take the time to respond to comments and questions personally whenever possible.

Connect Online with Offline

According to Nora Ganim Barnes, co-author of a study released last year by the University of Massachusetts Dartmouth Center for Marketing Research, 97% of nonprofits are using social media, a number which surpasses the percentage of for-profits businesses using social media as reported in a Philanthropy.com article. Organizations, such as the American Cancer Society and the Alzheimer’s Association, successfully use social media to promote fundraising events such as charity walks and relays. The viral nature of online social media outlets makes them an extremely effective way to organize and increase participation in offline events and rallies.

What’s Your Experience?

Are you a nonprofit organization that has benefitted from social media or a donor/volunteer that has supported a cause through social media channels? Please share your experience in the comments section below. If you haven’t yet experienced the value of social media, consider contacting Flyline Search Marketing to find out how their experts can help your nonprofit gain further exposure and interest.