Building Content & Community: Social Media Strategy for Nonprofits

Given that most people are on social media at all times of the day, and often use it as a source for news, it’s important for nonprofits to maintain an active presence. By sharing compelling content and engaging with your followers, you will not only strengthen your image, but also bring your mission to life.

Check out this guide to develop a comprehensive social media strategy.

1.     Identify Platforms

Even if your nonprofit already has a presence on social media, it’s not too late to evaluate which platforms are most impactful based on your target audiences. For example, TikTok is popular among young adults and females, but not widely used by older demographics. Instagram is preferred by some users because it’s visually appealing through simple photo sharing, making content easy to digest. Since LinkedIn tends to focus on topics related to business, you may find that not all your content is the right fit for the platform. Also, it is important to be mindful of the different platforms’ features and constraints, like character limits on X (Twitter) and Threads.

2.     Content Creation

When it comes to creating social media content, always choose quality over quantity. While posting regularly is recommended, it’s also important not to overload your audience with content. Your feed is a reflection of your organization – so your social content should be consistent with your brand guidelines and messaging. Meanwhile, showcase photos that are clear and share videos with audio that is easy to hear and understand. Additionally, avoid utilizing text-heavy graphics and ensure that any fonts you choose are legible. If you’re looking to enhance your content but don’t have the capabilities in-house, consider reaching out to a creative agency for these services.

Think about what types of posts you want to share with your audiences. If your nonprofit is fairly new, you may consider sharing more informational posts to raise awareness of your mission. If you’re looking to spotlight a specific program, gather a variety of photos and provide a brief description in the caption. To recap an event, explore creating a highlight reel with a combination of engaging videos and photos. You can also utilize Instagram Stories for behind-the-scenes content, to thank partners and sponsors, or announce organizational updates in a timely manner.

3.     Content Calendars

Content calendars are a beneficial way to stay organized and plan upcoming posts. Before drafting posts, consider holding brainstorm meetings with your team to discuss new ideas. By using tools like Google Sheets, you can collaborate with team members easily and efficiently in one place. If you don’t have all the assets or details available to develop the copy, you can include placeholders. Be sure to store your assets in a file saving service such as Dropbox or Google Drive for future reference, too. Regardless of what events or initiatives your organization has planned, it’s important to post at least 1 – 2 times a week to keep your followers interested. Once your calendar is finalized, set reminders to post or schedule them ahead of time for added efficiency.

4.     Community Management

Social media is a quick and engaging way for your audience to connect with your nonprofit. Check your direct messages and mentions at least once a day for community management purposes, to ensure timely responses. Perhaps someone has a question about registering for an event or one of your partners requested a collaborative post. Of course, you should vet any inquiries, requests, or opportunities you receive to make sure they’re legitimate before moving forward. By interacting with your online community, you can build trust among your followers, partners and supporters.

5.     Social Analytics

Tracking metrics is critical for nonprofits to determine if they are reaching their goals. Most social media platforms have analytics pages that allow you to see valuable KPIs like impressions, engagement, reach, and more. For metrics like engagement rate, align with your social media team on how you’re calculating these numbers. While gathering this data, be sure to review the numbers closely and gather various insights. As a result, you can identify top-performing posts and discover what types of content may need to be changed or improved. Through measuring your success and adjusting your strategy as needed, you will ultimately have a better understanding of who your audience is and the type of content that resonates with them.

Any nonprofit can post frequently and gain likes on social media. By evaluating the strategy regularly and sharing authentic, high-quality content, nonprofits can stand out and make a great impact.