Social media marketing for nonprofit brands in 2019
This blog was written by Kayleigh Alexandra at Micro Startups
In this digital age, we know that running a nonprofit company means embracing social media marketing. Social media is the new way to build connections with people, and your nonprofit should be following the lead of your audience and joining in on the conversation on social media.
Below, we’ve come up with some tips for social media marketing for nonprofit brands in 2019.
Make a 2019 social strategy
Social media isn't scary and you shouldn’t run away from it! If anything, you need to increase your time on social media to unlock social media marketing’s full potential.
To do this, it’s a good idea to create a content calendar and stick to it. Include a variety of different posts, such as:
- Informative posts — e.g. tutorials or information-sharing
- Visual posts — e.g. video or image-centered
- Story-telling posts — about people you’ve helped, your staff or the origins of your brand
- Promotional posts
- Humorous posts
The emphasis on social media marketing is only going to get bigger in 2019, so to stay in the game and save yourself time, it’s best to have a strategy and a content calendar prepared. This will allow you to really maximize your social media strategy and create a well-balanced brand image on social media.
Get visual: use video
Video got big in 2018 and it’s going to get a lot bigger in 2019. YouTube already has over 1 billion users and Facebook gets 8 billion video views daily. There are currently a whopping 400 million daily users of Instagram Stories, and that number is only going to increase.
If you want to do social marketing as best as you can for your nonprofit brand, you need to get visual. You can make the most of video across all different platforms — using Facebook Live, Instagram Stories, or YouTube to post engaging, eye-catching content that will draw the viewer in.
Top tip for charity video marketing: get emotional and tell a story about the people and causes you support.
Using influencers as part of your marketing strategy for your nonprofit is a must in 2019. Research shows that people — particularly younger generations — trust influencers’ opinions as much as their friends’ opinions, if not more.
Influencer marketing is getting bigger, and it’s easy to understand why when you read the stats behind it. This sort of strategy increases brand awareness and engagement, builds trust, and drives sales. Consumers like, admire, and trust the influencers they follow — they will follow their recommendations when it comes to purchasing products or supporting a nonprofit brand.
As a nonprofit, you need to make sure that you work with influencers who are aligned with your ethics and mission. It makes sense to build long-term relationships with patrons and influencers; and in your case, an influencer might also mean a whole other brand or community.
Focus on younger generations
Looking towards 2019, one of the key market demographics you should be aiming at with your social media marketing is Generation Z.
While millennials are tired and disillusioned by the lack of social change at the moment (it’s okay to say that, I am one), Generation Z are motivated, progressive, and socially conscious (or “woke” if you will). They’re also tech-savvy — having grown up with smartphones — and incredibly active on social media channels. They’re basically the perfect audience for any nonprofit brand wanting to make a difference using social media marketing.
Embrace the content formats and platforms that Gen Z find compelling, and try to ‘let loose’. Being corporate and stuffy won’t get you far, so lift the lid on behind-the-scenes footage and use direct, informal language.
Make sure you’re getting ROI
While it is important to focus on social media, it’s never wise to put all of your marketing eggs in one digital basket.
Yes, you can do all sorts on social media — post content, reach a wide audience, and drum up awareness and engagement. You can even raise money or sell your products by creating a Facebook Store.
But, you will also need to adopt a multichannel marketing approach if you want to ensure you’re getting max ROI from your social posts. Whether that’s syncing a fundraising drive on social media with an email outreach campaign, or meticulously tracking the user journey of potential donors when they click on social media ads — be prepared to track and analyse your social media activities.
It’s important to invest in your website — it’s the central spoke of your nonprofit digital strategy. There are plenty of website building platforms that will let you easily create your own site, but it’s always good to make sure you’ve got integrated social media and e-commerce capabilities as you grow. Setting up your own nonprofit store means you can sell your own products to raise money for your nonprofit brand. A wise move, as brands are increasingly turning to e-commerce to help them maximise their social media and online klout. Seasonal gifts, exclusive designer collabs, branded swag — make the most of your social media followers and raise even more funds while engaging with potential donors.
As a nonprofit brand, you need to make the most of social media marketing — particularly if you are working to a tight budget. This means predicting trends for the coming year and making a plan of action. By using some or all of the tips in this post, you can use these trends to your advantage, and raise awareness and money for your nonprofit brand.
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