Now that you know the role social media plays in nonprofit graphic marketing strategies, it's time to explore best practices for designing content around your audience and marketing goals. It's not enough to just post whatever comes to mind. Likewise, you don't want to follow the marketing tactics of other organizations to the T because their approach won't be tailored to your nonprofit specifically. The key to unlocking your graphic marketing potential is developing the psychology behind your posts. This article will show you how to be deliberate in your content marketing by giving you tips on what to post, when to post it, and why.
Your online activity is your primary engagement force. As such, your content needs to support your mission and deliver your message adequately without seeming "salesy." Over the years, we've noticed the best social media posts for nonprofits tend to serve a specific goal, such as
To make your posts more visually appealing, be sure to:
Whether you are posting a quick update about a fundraising goal being met or an in-depth video of a past volunteering event, you want to do so with a specific goal in mind to ensure you are providing value to your audience. Here are some tips to help you create content that satisfies both your audience and your marketing goals simultaneously:
You don't have to do all the heavy lifting! Facilitate engaging conversations by providing thought-provoking commentary around hot topics and current events related to your mission and the work that you do without being too polarizing. One way to do this is to follow other organizations' social media accounts or issue-based campaigns' RSS feeds to share their relevant content to your profile. Doing so gives readers an excellent opportunity to engage with the subject matter and talk about it in a real-world setting. Here are some ideas:
The psychology behind this: sharing trending content can raise awareness and engage your audience by attaching yourself to others' virality.
Start posting real videos of your team and your causes, live and prerecorded. Your audience wants to feel connected to your story and the impact you make together. You are more likely to gain participation and donations if your followers feel like friends and family. We know that video converts over images or plain text, so don't be afraid to put yourself and your organization out there. Here are some ideas to get you camera-ready:
The psychology behind this: posting authentic videos of your organization can increase your online reach and make your audience feel more engaged. It's okay to promote your campaign here as well, as videos will convert at a higher rate than any other content type.
Keep your viewers in the know about what your nonprofit is doing and how it impacts their world. People want tangible information about their donations, and what better way to show them than with visuals! Doing this also increases your credibility. Start by posting stats, facts, and data about your causes and engagement activity. We encourage:
The psychology behind this: sharing your nonprofit's activity can promote your cause even further while strengthening your brand awareness. A call-to-action is the perfect next step once potential donors have been properly introduced to your organization.
By now, you may have realized that varying the type of content you post is a great content marketing strategy, but don't think of this as just a tactic. If you want people to get involved and don't want to feel like you have to coerce them to do so, start making posts that speak to them. Readers will be eager to hear more, and you'll feel the weight lifted in your donor and volunteer acquisition endeavors. Promote your cause proudly and increase conversions by:
The psychology behind this: giving people the information they need to feel confident they are making a difference is an easy way to promote your cause. Your ideal donor wants the shared responsibility of providing aid to their community. Your promotional posts, call-to-actions, and other engagement methods should reiterate to them that your nonprofit is the medium to meet this need.
If you were wondering what to post on social media, we hope this article helped you progress toward identifying what it takes to appease your board members and marketing goals without forgetting about your audience. Here's that checklist again:
To start you on the right path in your social media marketing efforts, get a year's worth of social media graphics all done for you! Nonprofits in our network are getting more done in less time by deploying this checklist without the hassle of designing it from scratch.