November 2018 – Lauriane Lebrun, Marketing & Communications Coordinator
If you think your nonprofit doesn’t have the time or money to invest in social media marketing, you’re probably approaching it from the wrong angle. Below, I’ll review a few myths that may be holding your organization back from using social media. I’ll also explain how, in reality, you can use social media to your nonprofit’s advantage – and do so effectively and inexpensively.
Myth #1: “If my organization is going to be on social media, that means we need accounts on Twitter and Facebook and LinkedIn and Instagram and Google+ and Pinterest and Snapchat and Tumblr and YouTube and…”
Reality: The idea that social media has to be “all or nothing” is far from true – actually, it can be counterproductive. Just because a given social media platform is popular doesn’t mean it will be popular with your audience. Think about who you are trying to reach, and meet them where they are. Additionally, not every social media platform will be a good match for your needs. Are you trying to raise awareness for your organization? Engage with current members? Sell more tickets to events? Take some time to figure out your goals and then choose the site that will be most effective in helping you achieve them.
Recommended reading: How to Choose the Best Social Media Platforms for Your Business [or Nonprofit]
Myth #2: “My organization doesn’t have the time, money, or resources needed to come up with content for social media.”
Reality: You may very well already have content! You just have to shape it to fit your needs. For example, consider reviving old event photos or videos and captioning them with a current update. Suppose your organization set up a concert to help raise money for a local hospital last year. Keep your supporters informed by sharing a photo from the concert with a note about a similar fundraiser you plan to host in the near future. Let them know how the fundraiser has helped the hospital, and tell them how to join your mailing list if they want to volunteer at a future event.
Recommended reading: 7 Tricks to Produce Content on a Super Low Budget
Myth #3: “Direct mail marketing works just fine for my organization – we don’t need social media.”
Reality: While direct mail can definitely be effective, you may want to consider using social media as an additional marketing tool. Unlike a letter or postcard sent through the mail, a social media post can reach your audience immediately and is, therefore, ideal for communicating time-sensitive updates. In addition, social media posts can be quickly and easily shared. The recipient of your postcard may not be inclined to make a copy and mail it to her friend, but she could share a social media post with hundreds of friends in just a few seconds. This is great news if you are trying to reach a larger audience.
Recommended reading: Social Media Marketing for Non-Profits: Learn About the Benefits Non-Profits Gain
The Lexian Management newsletter is for informational purposes only.
Always consult your attorney, accountant, and/or insurance provider to obtain advice with respect to any particular issue or concern.