10 social media tips for nonprofits to further engagement

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This document provides 10 tips for nonprofits to engage donors and supporters through social media. It discusses using different platforms for different goals, such as Facebook for learning and Instagram for quick updates. It also recommends communicating the nonprofit's mission through stories and photos, interacting with followers, capitalizing on events and celebrities, and leveraging friends' networks for sharing. The tips are based on insights from Habitat for Humanity and a focus group of social media-savvy millennials.

Mídias sociais

10 social media tips for nonprofits
to further engagement

Social media is changing the way
we give to charity
Engage and re-engage
donors and volunteers
Educate the public
Encourage dialogue and
participation
© 2017 Grant Thornton LLP | All rights reserved

Case in point:
Changing the way we give to charity
© 2017 Grant Thornton LLP | All rights reserved
The 2014 ALS Ice Bucket
Challenge raised
over $230M + ALS awareness
• Contributions staying 25% higher
• Donor base broadened to a
younger generation
• Financed discovery of a new gene
as a cause ofALS
Reasons for success
Competition element,
peer-to-peer aspect,
celebrity participation
were all delivered via
social media

Be meaningful and effective
INSIGHTS FROM
Habitat for Humanity
international senior VP of
marketing and communications
Chris Clarke
and a
social media-savvy millennials
focus group
Help your organization
leverage social media to stay
relevant, creative and
engaging
Read the article Furthering
Engagement Through Creative
Use of Social Media
© 2017 Grant Thornton LLP | All rights reserved

Be meaningful and effective
© 2017 Grant Thornton LLP | All rights reserved
No. 1
Communicate your mission
with stories and pictures.
Photos, videos and stories that
are uplifting and inspirational,
and show success are received
more positively, with greater likes
and shares.

Be meaningful and effective
© 2017 Grant Thornton LLP | All rights reserved
No. 2
Use different tools for
different goals.
Benefits vary by platform
For example:
FB for understanding + learning
Instagram for quick check-ins
Twitter for engaging questions +
hosted parties
Pinterest for project ideas

Be meaningful and effective
© 2017 Grant Thornton LLP | All rights reserved
No. 3
One post should
accomplish one goal.
Per Habitat's Chris Clarke,
motivate people to:
• Like
• Take action
or
• Donate

Be meaningful and effective
© 2017 Grant Thornton LLP | All rights reserved
No. 4
Interact with your
followers.
Make it a two-way dialogue.
Habitat promptly responds to
questions and thanks users for
positive comments.

Be meaningful and effective
© 2017 Grant Thornton LLP | All rights reserved
No. 5
Stay clear of ads and direct
donation requests.
Viewers tend to skim over posts
resembling ads and direct pleas
for donations.
See the full report
The State of the Not-for-Profit Sector in 2017

Be meaningful and effective
© 2017 Grant Thornton LLP | All rights reserved
No. 6
Capitalize on celebrities,
milestones and events.
Post about celebrity volunteers
and mission achievements, and
events like #GivingTuesday.
Keep in mind:
Many viewers follow people
rather than organizations.
See the full report
The State of the Not-for-Profit Sector in 2017

Be meaningful and effective
© 2017 Grant Thornton LLP | All rights reserved
No. 7
Have a plan, but be ready
to adjust it.
The Habitat social-digital team
develops steady content and
photos, responds quickly to
questions and comments, and
updates news stories to reflect
current events.

Be meaningful and effective
© 2017 Grant Thornton LLP | All rights reserved
No. 8
Know your target market’s
platform choices.
Understand platform
demographics to engage your
target market.
For example:
Instagram + Snapchat
for millennials
FB and LI for baby boomers

Be meaningful and effective
© 2017 Grant Thornton LLP | All rights reserved
No. 9
Stay on or ahead of the
curve.
Be constantly active and relevant.
Check out and use tools as they
become popular.
For example:
FB live event posts
Twitter parties
Snapchat Spectacles

Be meaningful and effective
© 2017 Grant Thornton LLP | All rights reserved
No. 10
Leverage the power of
friends and connections.
Promote sharing and friendly
competition. Links from friends
are often more successful
than direct contact from
organizations.

Requirements of successful social media
© 2017 Grant Thornton LLP | All rights reserved
• Keep track of posts and activities that have worked for
your organization
• Monitor those of other organizations that have gained
positive attention
• Use creative and fresh thinking
• Be aware of ever-changing tools and trends
• Send out a message only if you'd personally share it
with your own friends

Read the article
Furthering Engagement Through
Creative Use of Social Media
See the full report
The State of the Not-for-Profit
Sector in 2017

We want to hear from you.
© 2017 Grant Thornton LLP | All rights reserved
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10 social media tips for nonprofits to further engagement

1. 10 social media tips for nonprofits to further engagement

2. Social media is changing the way we give to charity Engage and re-engage donors and volunteers Educate the public Encourage dialogue and participation © 2017 Grant Thornton LLP | All rights reserved

3. Case in point: Changing the way we give to charity © 2017 Grant Thornton LLP | All rights reserved The 2014 ALS Ice Bucket Challenge raised over $230M + ALS awareness • Contributions staying 25% higher • Donor base broadened to a younger generation • Financed discovery of a new gene as a cause ofALS Reasons for success Competition element, peer-to-peer aspect, celebrity participation were all delivered via social media

4. Be meaningful and effective INSIGHTS FROM Habitat for Humanity international senior VP of marketing and communications Chris Clarke and a social media-savvy millennials focus group Help your organization leverage social media to stay relevant, creative and engaging Read the article Furthering Engagement Through Creative Use of Social Media © 2017 Grant Thornton LLP | All rights reserved

5. Be meaningful and effective © 2017 Grant Thornton LLP | All rights reserved No. 1 Communicate your mission with stories and pictures. Photos, videos and stories that are uplifting and inspirational, and show success are received more positively, with greater likes and shares.

6. Be meaningful and effective © 2017 Grant Thornton LLP | All rights reserved No. 2 Use different tools for different goals. Benefits vary by platform For example: FB for understanding + learning Instagram for quick check-ins Twitter for engaging questions + hosted parties Pinterest for project ideas

7. Be meaningful and effective © 2017 Grant Thornton LLP | All rights reserved No. 3 One post should accomplish one goal. Per Habitat's Chris Clarke, motivate people to: • Like • Take action or • Donate

8. Be meaningful and effective © 2017 Grant Thornton LLP | All rights reserved No. 4 Interact with your followers. Make it a two-way dialogue. Habitat promptly responds to questions and thanks users for positive comments.

9. Be meaningful and effective © 2017 Grant Thornton LLP | All rights reserved No. 5 Stay clear of ads and direct donation requests. Viewers tend to skim over posts resembling ads and direct pleas for donations. See the full report The State of the Not-for-Profit Sector in 2017

10. Be meaningful and effective © 2017 Grant Thornton LLP | All rights reserved No. 6 Capitalize on celebrities, milestones and events. Post about celebrity volunteers and mission achievements, and events like #GivingTuesday. Keep in mind: Many viewers follow people rather than organizations. See the full report The State of the Not-for-Profit Sector in 2017

11. Be meaningful and effective © 2017 Grant Thornton LLP | All rights reserved No. 7 Have a plan, but be ready to adjust it. The Habitat social-digital team develops steady content and photos, responds quickly to questions and comments, and updates news stories to reflect current events.

12. Be meaningful and effective © 2017 Grant Thornton LLP | All rights reserved No. 8 Know your target market’s platform choices. Understand platform demographics to engage your target market. For example: Instagram + Snapchat for millennials FB and LI for baby boomers

13. Be meaningful and effective © 2017 Grant Thornton LLP | All rights reserved No. 9 Stay on or ahead of the curve. Be constantly active and relevant. Check out and use tools as they become popular. For example: FB live event posts Twitter parties Snapchat Spectacles

14. Be meaningful and effective © 2017 Grant Thornton LLP | All rights reserved No. 10 Leverage the power of friends and connections. Promote sharing and friendly competition. Links from friends are often more successful than direct contact from organizations.

15. Requirements of successful social media © 2017 Grant Thornton LLP | All rights reserved • Keep track of posts and activities that have worked for your organization • Monitor those of other organizations that have gained positive attention • Use creative and fresh thinking • Be aware of ever-changing tools and trends • Send out a message only if you'd personally share it with your own friends

16. Read the article Furthering Engagement Through Creative Use of Social Media See the full report The State of the Not-for-Profit Sector in 2017

10 social media tips for nonprofits to further engagement

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10 social media tips for nonprofits to further engagement