Social Media Marketing Remains a Top Trend for Nonprofits in 2022
Moving into the new year, many nonprofit organizations are setting their sights on goals and fundraising efforts to help continue to support their communities. According to Forbes, social media remains a highly effective marketing tool for nonprofit organizations, with key features and benefits that include:
- The ability to significantly increase an organization’s reach.
- A no-cost option for posting/sharing information.
- Attracting new donors while keeping existing donors engaged.
- Recruiting and growing the organization’s network of volunteers.
- Making it easy for people to give by including a link to the organization’s donor page on social media posts.
- The ability to post interactive content that allows the audience to participate and feel more engaged.
In addition to the more traditional social media platforms that organizations have largely focused on (e.g., Facebook, Twitter, Instagram, YouTube), there remain underutilized and even emerging platforms that present fresh and new marketing opportunities for nonprofits. The following is what experts have to say about social media marketing for nonprofits that are trending for 2022.
- TikTok. The social media app TikTok has become a very popular way for organizations to spread the word about what causes and issues they support by way of short content videos. Once these videos are set up, relevant hashtags and other users such as donors, supporters and volunteers who are aligned to the nonprofit’s cause can be copied in.
- Reddit. An often-overlooked social platform, Reddit brings together a wide variety of communities from across the internet. Considered a community of communities, Reddit allows organizations to connect and communicate in smaller groups that can drive traffic to its website or participation in a fundraising campaign. It also allows for real-time conversations. According to Nonprofit MarCommunity, Reddit can help nonprofits self-promote by allowing them to participate in discussions related to their cause.
- Clubhouse. It may be the new kid on the block, but Clubhouse attracts nearly 2 million active users weekly. According to CommunityBoost.org, Clubhouse is “a space for casual, drop-in audio conversations with friends and other interesting people around the world.” Clubhouse is described as a cross between a chat room and a podcast; however, listeners can respond vocally to the speaker. Simply put, it is a live podcast or panel event with a live audience, but in a virtual room that connects everyone via audio. Since there are no businesses on the app, everyone joins and speaks as themselves. Using old-fashioned word of mouth, the app provides a platform for an organization to talk about itself and network with like-minded individuals. Clubhouse is also a great channel for promoting blogs, podcasts, webinars, etc.
Fewer but more effective platforms
While it is tempting to try everything new and shiny, experts note that engaging in too many social media platforms can be a mistake, as it takes time to properly manage accounts. According to Digital Charity, organizations should consider the following strategies when determining which social media platforms to use:
- Aligning with the right platform. Most platforms are focused on certain demographic groups. Before selecting a platform, it is important for the organization to identify its target audience and then cross-reference personas with the typical user demographics of each platform. A good resource for social media demographics is Social Media Data.
- Engaging in social listening. By researching various platforms, organizations can better determine whether there are specific groups or communities that align with its services or causes that frequently gather on a particular social media site. Most every platform has a search function that makes it easy to search for relevant groups and hashtags.
- Determining reach. Is the organization staying local or does it plan on expanding its reach on a national or international level? It’s great to think big. However, for organizations looking to expand their reach, it’s important to select the right platform for the job. According to Digital Charity, Facebook can be a great platform for local nonprofits, promoting their presence in the community with local support/service groups. For younger audiences, Snapchat’s SnapMap offers ways for users to interact with real-world locations; and for national reach, YouTube can be an effective platform.
As the end of the year approaches, new social media marketing begins. As your clients begin to put together new strategies, now is a good time to discuss cybersecurity risk management and the importance of having cyber liability insurance.
About Charity First
The incredible services that nonprofits provide come with unique and complex risks that are part of their everyday work in serving the elderly, children, and other vulnerable populations. It is why Charity First is committed to providing our retail partners across the country with best-in-class underwriting, consistent and responsive service, and risk management services that include comprehensive cybersecurity coverage that can be customized to meet the individual needs of their nonprofit clients. To learn more about our cyber coverage or other products, please contact us at 800-352-2761 or firstname.lastname@example.org.