In today’s digital age, nonprofits thrive based on their ability to engage the public, build a community of supporters online and inspire people to invest in their cause. This principle remains true regardless of size or scale. While the American Red Cross may have more followers and reach, small local nonprofits also must develop effective branding campaigns to continue their missions.
Social media has become a primary avenue for achieving this level of engagement. From increasing outreach to enhancing fundraising efforts, nonprofit leaders must understand the role of social media in advancing organizational goals. For professionals aiming to master these skills, the online Master of Public Administration (MPA) – Nonprofit Administration Concentration program from the University of Southern Indiana (USI) offers insight and practical skills to leverage social media’s power for nonprofit success.
Build a Community of Supporters Online
Effective social media strategy is not just about posting content; it’s about creating meaningful connections and measuring the impact of those connections. Nonprofit consultant Joanne Toller says that platforms like Facebook, Twitter, Instagram and LinkedIn offer nonprofits a way to reach a broad audience, promote events and build trust with a community of engaged financial supporters.
Social media can be a crucial educational tool, drawing attention to a community’s core problems and how the nonprofit organization provides solutions. For example, a nonprofit animal rescue might create an Instagram video highlighting the stories of adopted animals taken from overcrowded shelters and how their organization works to reduce the number of strays on the streets.
Nonprofits should have an end goal in mind when they develop a social media campaign, according to Hootsuite. If the nonprofit wants to drum up financial support, a paid ad campaign could encourage people to support the organization during a public awareness month, such as Domestic Violence Awareness Month. If the goal is to recruit qualified volunteers or connect with an organization’s clients, the social media strategy will likely have to be more tailored to those communities by reaching them where they are, including newer platforms like TikTok.
Social media can also be a tool to share impact and inform donors how their dollars lead to positive outcomes. Existing supporters can easily share posts with their networks and attract prospective donors in the process, according to Nonprofit Tech for Good. Sharing donor and client testimonials creatively can be crucial to keep a nonprofit’s mission at the top of donors’ minds.
Maintaining Authenticity and Trust in the Digital Landscape
One of the most significant challenges for nonprofits on social media is building a brand voice that feels authentic to their mission and builds trust with multiple audiences, including donors, clients and volunteers. Social media platforms can be powerful tools for building relationships and fostering community, but they can also create ethical dilemmas.
Pressure to maintain a constant presence on social media can sometimes lead to inauthentic behavior, such as exaggerating successes or using clickbait tactics to attract attention, according to Filament Essential Services. Such strategies can backfire, damaging the organization’s credibility and eroding trust. Nonprofits must ensure their social media presence aligns with their values and mission.
Constant Contact recommends setting guidelines and policies for staff, volunteers and the main organizational accounts to follow. Those guidelines should cover the basics, including what not to post, such as clients’ faces who have not consented to sharing their identities. However, the strategy should also outline whether or not the nonprofit wants to be playful or humorous on social media or use a more formal organizational tone.
Regardless of the organization’s approach, nonprofit administrators must ensure that their brand’s voice feels authentic to their cause. For example, if a food bank faces a huge uptick in needy families without the finances or supplies to meet demand, nonprofit administrators should consider sharing those realities with their community through social media.
This approach can fit into a nonprofit’s fundraising strategy. As Constant Contact points out, showing the human side of a nonprofit — including the hard work of its staff and the challenges in accomplishing its mission — can make the brand feel relatable and compelling to new audiences. This can result in new donor interest and more engaged existing donors.
Learn How to Expand Nonprofit Reach With the University of Southern Indiana
By understanding how to use social media to engage the public and maintain trust, nonprofit leaders can enhance their outreach, fundraising and advocacy efforts. Graduates of USI’s online MPA – Nonprofit Administration program are ready to navigate an ever-changing digital landscape, providing them with the tools they need to effectively manage and grow their organizations for years to come.
Learn more about USI’s online Master of Public Administration – Nonprofit Administration Concentration program.
