The Benefits of Social Media for Non-profits in 2020 and Beyond

There are many challenges non-profits face today and in the future. Here are just few:

1. Donor retention rates.
2. Increased public skepticism.
3. Increased competition by grass roots groups.
4. Volunteer engagement.
5. Member engagement.
6. Increased public presence.

Overcoming these challenges requires lots of design thinking and willingness to be a little different and a little better than non-profits have been in the past. Social media is not the only way to overcoming these challenges; however it can play a role.

Here are 6 ways social media can benefit non-profit organizations:

1. Donor Relationships

Non-profit employees can use different social media platforms to connect with donors. Developing a personal connection with donors, in real life as well as on social media, helps build stronger connections between the donors and the non-profit. Use social media to acknowledge Donor community involvement, congratulate Donors on business/career/life goals, and to laugh, cry and smile with Donors in everyday activities, where relevant and appropriate.

2. Public Skepticism

Public Skepticism is often fueled by a lack of transparency. Using social media to show the positive impact a non-profit’s having on its community is a big start towards increased transparency. Capturing testimonials, emotional stories, successes and participating in conversations relevant to the mission can help to increase transparency and minimize public skepticism. I often call this, “peeling back even more layers.”

3. Increased Competition by Grass Roots Groups

Increased social media following and engagement through relevant, useful, exciting, educational, entertaining, transparent and honest content with donors, members, volunteers, ambassadors, sponsors, community leaders and board members can help expand the awareness of the non-profit in order to better compete with ’startups’ and grass roots groups.

4. Volunteer Engagement

Volunteers want to know they are appreciated, respected, trusted and needed. Social media images, videos, stories, posts, announcements, celebrations, or even just a public thank you can go a long way to increase volunteer engagement and retention.

5. Member Engagement

The communities that non-profits serve want to be acknowledged. They want to hear how non-profits are impacting their lives, families, and communities. They don’t want to be surprised or left out of important news and stories. Social media engagement and direct messaging on social media can help these people see they are important.

6. Increased Public Presence

There was a day when postal mail, telephone, newsletters, websites and email were all we needed beyond a ‘good old fashion kneecap to kneecap conversation’. Social media is the closest we have gotten to live interactive conversations beyond face to face. Being present as well as engaging and sharing on the right social media channels is just another way of being publicly present. With social media we can show up nearly immediately on the computers, tablets, and smartphones of our donors, members, sponsors, team mates, board members, volunteers and community advocates.

Social media is not going away. It’ll continue to change, grow and embed itself into our lives. Non-profits cannot sit back and ignore the potential social media can provide beyond simply posting stuff to a business page.

The best way to garner value from social media as the non-profit strives to thrive in the future is to put together a strategy that includes research, experimentation and a commitment to using these platforms, focused on the goals of the organization.