Nonprofit social media can be a powerful tool for connecting your cause with potential supporters and spreading the word about your organization’s work and mission. However, there is this distinct pressure to be on every social media channel as part of your nonprofit digital marketing strategy. The return on investment isn’t proven to be worth the content creation effort in being everywhere. So how do you know which social media channels to choose for your nonprofit?
In this article, we’ll go over the details of the most popular social media platforms to give you a starting point when planning your nonprofit social media strategy.
Facebook is a great platform to share your more powerful stories of success and your large news items. From major deadlines for your fundraiser to a successful research project. Facebook is great for longer pieces that pack an emotional punch. And with photo albums and videos, you can visually share the story to gain extra impact.
Demographics: Facebook is used by every group over 25.
Post Frequency: One to two posts a day.
Useful resources: Facebook Fundraising, enroll your organization with Facebook Payments.
Twitter is great for all your news and updates. You can post multiple times a day so that people can keep up with any minor changes to an event or activity. It’s also a great way to find and connect with other people who care about your issues. Try to use hashtags and add to other conversations being held.
Demographics: Twitter is used more by people under 35.
Post Frequency: Can be multiple times a day.
Useful resources: 10 Nonprofit Twitter Accounts Doing it Right
LinkedIn is very important for nonprofits that deal with professional groups, from doctors for healthcare nonprofits to the professional members of a nonprofit organization. Generally, your LinkedIn posts should reflect the professional impact of your nonprofit and the partnerships and sponsorships of your organization.
Demographics: LinkedIn is used more by people 26-55.
Post Frequency: One to two posts a day.
Useful resources: LinkedIn Guides for Nonprofits
Instagram is fantastic for photos and videos, obviously. If you have a photogenic element to your nonprofit, Instagram can be amazing. Photos of outside fundraising events, like walks, and imagery from an event helping others. Habitat for Humanity builds, are great examples of things that work well on Instagram. Also, just like on Twitter, in particular, you can find others using your hashtag and sharing their stories to create a community online.
Demographics: Instagram is used more by people 45 and under.
Post Frequency: One to two posts a day.
Useful resources: How can my nonprofit raise money on Instagram
TikTok
TikTok is wildly popular but often geared towards a younger audience. If your nonprofit works with younger generations, TikTok is a great outlet to share and discuss issues with them. You may want to recruit a teenager to be your “brand ambassador” in your organization.
Demographics: Mainly the under 25 group, with some up to 35.
Post Frequency: One to two posts a day.
Useful resources: TikTok for Good
Pinterest is also very popular but is more suitable for a niche audience. Here people like to discuss particular topics, like food, fashion, and design. Nonprofits like foodbanks or second-hand clothing stores can utilize Pinterest. For example, food banks can share food recipes and nutrition ideas. An organization like Goodwill can publish trends and styling ideas.
Demographics: Usage grows with age, popular among 36 and over.
Post Frequency: One to two posts a day.
Useful resources: Pinterest Resources
Youtube
Youtube is a viral video-sharing platform. Because of the ability to utilize ads and comments and create engagement pieces through polls and other tools, we will argue that it is similar to social media channels like Facebook or Twitter. This is a perfect space for long-form video content to quickly educate and create dynamic brand ambassadors. And this platform will increase your SEO scores dramatically.
Demographics: Primarily male between the ages of 15-55.
Post Frequency: One to two posts a week.
Useful resources: Google for Nonprofits
At the end of the day, the number of social media channels you use depends on your nonprofit’s audience. For example, if your nonprofit targets young professionals, you should probably set up a presence on LinkedIn. Get inspiration from nonprofits in similar niches and figure out which platforms they find most compelling. Once you’ve determined which channels suit your organization, it’s time to get cracking!
Here are a couple more resources to help you in your nonprofit social media strategy implementation journey: