Give Big Workshop: Social Media for Nonprofits Recap

Jun 3, 2019

Written by: Brittany Vaill, Social Media Manager, Discovery Place

While no two nonprofits are ever the same, there is a recurring theme of non-profit professionals wearing multiple hats in their day-to-day job roles. Chances are, social media management is one of those hats. For those professionals, we decided to partner with SHARE Charlotte to bring experts, resources and networking opportunities to nonprofit professionals all throughout Charlotte.

Participants “speed-dated” through four categories including:

Here is a recap of what we learned.

Note: Members will receive a detailed overview of the tips from this event. Below is just a brief summary.

Social Media 101 + Content Development with Joannah Long, Marketing Manager at Amelie's French Bakery and Cafe and Katie Rains, Marketing and Events Coordinator at OrthoCarolina Research Institute

Joannah and Katie’s section kicked off with a few tips on creating relevant, interesting content and how to organize the influx of content you may be working with.

  • When it comes to creating content for your organization, it’s best to set a few SMART goals (Specific, Measurable, Achievable, Relevant and Timely).
  • Research your competition to see what they’re doing and what’s working for them. Do they have ideas that you could recreate into your brand?
  • Incorporate spring cleaning into your yearly review. A free social media audit (you can find a template online) will help you move forward with your content strategy.
  • Create a content calendar if you haven’t already! Do you post on the weekends? This will help keep your content organized.
  • Engage with your audience - thank them for following you, retweet and share their posts while interacting with them. These are your fans who believe in your mission - make them feel loved!

How to create meaningful and lasting content:

  • Since content is the main way you are telling your brand’s story you can repurpose content that has already been created. This includes articles that have been written, partnership stories, or videos created by your audience.
  • Businesses will share your content if you ask them! Have a story that aligns with a local business? Even if they aren’t a donor or a sponsor, this can start up a conversation and more often than not, they are happy to help.
  • Don’t be afraid to ask for what you want and what you need. This could be guest contributions, supplies, etc.

Paid Social Ads with Heather Sackett, Marketing Director at Carolina Foundation Solutions and Kelly Buck, Inbound Marketing Strategist at Stratagon.

While nonprofit organizations vary in size, so do their ad budgets. Whether you have a large advertising budget or a small budget there is always a way to use Facebook, Instagram or Google advertising to your advantage.

Heather and Kelly left us with a few tips to get the most out of our paid social ads.

  • The most cost-effective platforms to advertise on are Facebook, Google and Instagram.
  • All nonprofits are eligible for the Google Grant, which can give you up to $10,000 a month in free advertising.
  • When it comes to video ads you have between 6-10 seconds to say your brand’s name to ensure brand lift and recognition.
  • Think of your target audience. Are you getting in front of the correct people? Mistargeting could lead to a colossal waste of time and money
  • When it comes to targeting, here are your options:
    • A decently sized email list
    • 1% lookalike match will look for people who are similar to those that like your page
    • People who take certain actions - do they visit a home page or your donation page
    • Facebook pixel set-up
    • Use Google tag manager to track website actions with Facebook Pixel
  • Remember the 70/30 content rule - 70% of your content should be engaging, fun and solves a problem your audience has, while 30% should be a specific call to action.
  • When budgeting remember to use a daily budget for awareness, reach and engagement and a lifetime budget for actual conversions

Event Marketing with Morgan Conroy. Marketing Director at Bottle Cap Group

It’s hard to find a balance between a full-on sales pitch and subtle reminders when it comes to marketing a big event for your nonprofit. Morgan shared 10 simple ways to use social media for event marketing.

Here are 5 of those tips:

  • Before you begin, make sure you have the basics covered for your digital and visual strategy. Who is your audience for this event? What does your advertising look like? Is there a logo, a promotional video, or graphics that you will be using?
  • Create a Facebook event page and link it to Eventbrite (if that is your ticketing service) that way people can purchase tickets straight through Facebook without ever having to leave the platform.
  • Go Live on Facebook or Instagram to announce your event. Your followers will get a notification and because the algorithm favors live video, more of your followers will see this piece of content.
  • Customize a hashtag for larger events so you can keep up with what people are saying and reshare their content.
  • Host a contest and partner with influencers - more engagement and people can win VIP packages or tickets that they otherwise wouldn’t have purchased

Influencer Marketing with Myasia Burns, Social Media & Public Relations Manager at Red Ventures

Instagram is now in the age of Influencer Marketing and has been for quite a while. This poses a challenge for nonprofits with a small budget and a niche audience. With Myasia’s help, we learned that anyone can benefit from Influencer Marketing as long as they follow these simple tips.

  • Facebook and Instagram are your influencer bread and butter. Facebook is more for discussion based posts and Instagram is better for visual posts.
  • Incorporate paid social into your budget and boost your influencer's posts to get a better reach or an increase in link clicks.
  • Analyze metrics and insights that are already rooted in the platform you are using. Other platforms, such as LinkedIn and Pinterest, haven’t invested in performance-based measurements like Facebook and Instagram.
  • Determine what goal you’re trying to achieve. Do you want to sell tickets to an event, get donations or raise awareness?
  • Who is your audience? That will help you in your Influencer search.
  • Once you have the goals you’d like to achieve, start your Influencer search. Create a broad list of Influencers that could help you and narrow down from there.
  • Start conversations with Influencers you’d potentially like to work with. Most will then give you a pitch, making your decision easier.
  • Develop an agreement for both parties to sign and start your campaign!

We’re thankful for all the nonprofits in our community and the work they do. Hopefully, with this workshop, our Marketing and Social Media friends in these roles were able to gain some key takeaways that they can incorporate into their strategies.

Also, a shout out to Hygge for providing space for this event!

We’ll see you at our next Social Media Charlotte event!