Fulfilling your mission: Brand awareness via social media management
One way I help fulfill fulfill nonprofit organizations’ missions is by building brand awareness via social media. I’m no newbie to social media management. I have used it to communicate in the workplace since joining Facebook and LinkedIn almost 15 years ago.
What’s different about managing social media for a nonprofit organization?
Typically, a nonprofit’s organization’s target audience is more varied. It includes potential and existing donors, employees, volunteers, clients/customers, board members, and community members. Creating and managing content for a varied audience can prove challenging but isn’t impossible. Focusing tightly on the organization’s mission, and highlighting examples of mission fulfillment, appeals to all audience members.
But the biggest difference? Social media engagement is a gift.
Social media management: A gift?
As a nonprofit organization, you rely heavily on donations and in-kind gifts to fulfill your mission, serve clients, and operate effectively. Thus, each click, follow, like, comment, and share on social media platforms aids in fulfilling your mission, increasing brand awareness, and encouraging financial giving. Did you know that across the world, 68% of donors prefer to give digitally (online or via text messaging)?
Social media management deceives many leaders. It looks easy, right? But to appropriately and effectively communicate online requires skill, practice, and expertise. If you don’t want to miss the chance to connect with 68% of donors who prefer to give online or digitally, up your social game.
Are you optimizing your organization’s use of social media? Do you understand that a 20 year-old college student who repeatedly likes and shares your content may eventually choose to volunteer to tutor your students, to host a fundraiser online, to tell her parents about your organization, to ask her coworkers to sponsor an event, or to pledge a monthly gift? Keeping the big picture in mind when managing social media is crucial for successful nonprofit social media management.