As any astute nonprofit leader knows, much of your target demographic is active online. Whether they are Millennials, Baby Boomers or members of the up-and-coming Generation Z, there are digital channels where they gather information and interact with one another on brands that they hold in high esteem.
Most nonprofits have embraced social media in one form or another as a means to connect with potential donors and allow them to interact with their organization. Though many nonprofits have gravitated towards Facebook and Twitter as the most popular means to connect with their audiences, with new platforms emerging every day, there is a wealth of opportunity for nonprofits to share information and connect. It may not be wise for your nonprofit to invest in every new platform that arises. However, there are some strong contenders that may warrant a second glance from your organization.
In a previous blog post, we asserted the necessity of visual storytelling in connecting with donors and engaging with them. Instagram, a purely visual platform, allows nonprofits to share compelling imagery with their followers. Through the use of hashtags, your nonprofit’s bold, vivid images are easily searchable by any number of users. This mobile-based platform can give your audience a behind-the-scenes look at all of the great work happening at your nonprofit in what feels like real time.
Much like Facebook in terms of content strategy and audience, Google+ allows users to share updates, videos and photos with people in your circles. Even though Google+ is lacking in the popularity seen in many other platforms, it does have one hidden advantage that other platforms do not–use of this platform can subtly improve your nonprofit’s Search Engine Optimization (SEO). Any content that is shared on this site is automatically synced with the Google search engine; therefore, the more content you share (and the more engagement it receives) the higher the chances are that your content will appear in Google’s search results.
Typically a platform reserved for professional communications, LinkedIn allows nonprofits the unique opportunity to connect with staff, volunteers, prospective employees and professionals working in the same field as your nonprofit. Many nonprofits will find an older, well-educated audience on LinkedIn than on any of the platforms listed above. Though crafting content for a professional audience may take more time, if done correctly, your nonprofit may gain highly engaged and loyal supporters through this channel.
Connection and communication with your nonprofit’s supporters is one of the most crucial elements of creating a lasting relationship with donors. Expanding your reach through social channels allows your dedicated donors, as well as donor prospects, to learn more about your organization and engage on a more personal level. Take a moment to examine your target audience and the culture of your organization – do you feel that one of these platforms would be a good fit?
(Image courtesy of mkhmarketing)