I recently scaled back my business after contemplating and praying about aligning myself with a nonprofit organization. I wanted to give back. I accepted a position in development with a nonprofit organization I have known and loved for years, the Arkansas Sheriffs’ Youth Ranches. The Ranches provide a place to call home for about 60 children, ages 6-17, per year in family-style foster care facilities, housed on a huge ranch near the White River. I couldn’t be more excited about contributing to fulfilling the Ranches’ mission.
Fulfilling your mission: Brand awareness via social media management
One way I help fulfill that mission is by building brand awareness via social media. I’m no newbie to social media management; I have used it to communicate with students, clients, and donors 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, to serve clients, and to operate as an organization. Thus, each click, follow, like, comment, and share on social media platforms aids in fulfilling your mission, increasing brand awareness, and encouraging financial giving.
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, or to pledge a monthly gift? Keeping the big picture in mind when managing social media is crucial for successful nonprofit social media management.