How can non-profit organizations use social media to further their cause? Writing in Great Britain’s The Guardian, David Lawrance, head of development at The Clare Foundation, says that charities and other non-commercial organizations can boost donations and energize volunteers . . . if they adopt the practices of the business world.
“A recent survey showed that UK charitable organisations have doubled their supporters on key social media channels in the past year,” he writes. “Yet, for many charities, the vastness of the social media landscape is too daunting to venture into.”
The solution, he says, is “to bring established commercial methods, business expertise and entrepreneurism to the voluntary sector.” As PR and social media strategist for a U.S-based marketing agency, I work with for-profit and non-profit organizations to plan and execute their entry into the world of social marketing. Lawrance’s strategy can work for both sectors. I’ve condensed his approach into three key points:
- Choose your network based on its audience. LinkedIn attracts professionals. It’s a great place to establish your expertise with key opinion leaders, including the media, who can spread your message. Facebook attracts a sociable audience eager to share personal information. With its punchy headlines and live links, Twitter can serve as a hybrid between those two, as well as a news feed for your organization.
- Make an emotional connection. Show the people you’re helping. Their stories will motivate volunteers and sway donors. “Donations will be more forthcoming if [services] could help somebody just like them/their mum/their child/their pet/their friend,” Lawrance says.
- Use supporters as ambassadors to amplify the message. Encourage supporters to “like”, re-tweet, send links, write blogs and upload photos and video. They have greater credibility with their peers. Let them tell your story.
Non-profits can profit from social media. They just need to get down to business.
Jeff Widmer is a PR and social media strategist.