Posted by: Chelsea Maxwell, Senior Marketing Coordinator
We hear about social media all the time: “Twitter this. Facebook that.” It borders on annoying, but here’s the thing – it actually works. Many types of companies recognize the value of social media marketing. Non-profit organizations are no exception.
With around 500 million active Facebook users worldwide and Twitter sitting at a cool 190 million users, it almost seems silly for a non-profit organization not to dive into social media. According to a study conducted by Nora Ganim Barnes, Ph.D and Eric Mattson in 2009, comprised of the 200 largest charities in the United States, “Ninety-three percent of the charities studied have a Facebook profile, 87% have a Twitter presence and 65% have a blog. This new study, a longitudinal look at social media usage among the not-for-profit sector from 2007-2009, reveals that social media has become an incredibly important part of the communication strategy for US charities.”
Some brands are getting especially creative with their social strategy. For example, Whole Foods ran a Mother’s Day campaign where it donated a dollar to The National Domestic Violence Hotline every time a specific message was re-tweeted. This type of social media promotion allows users to get involved, contribute and spread awareness about both the brand and the charity with a very low level of engagement.
90octane client Heifer International manages its own Facebook page, providing information about its mission and strategy and photos of the people and communities the charity helps. Users can sign up for the Heifer e-newsletter, peruse the gift catalog, participate in conversations, or follow the provided links to Heifer’s website, blog, Twitter account and YouTube channel. Maintaining a Facebook page allows Heifer to communicate with current and prospective donors quickly and easily.
There are countless ways that your non-profit organization can use social media to raise awareness and money at a low cost. However, before launching a social strategy, make sure to set goals and have tracking and measurement tools in place. Be mindful of who is engaging with your organization and don’t forget to participate in the conversation, too!
