When scrolling through your social media feed, what makes you stop and say “Wow”? What makes you like, comment, and share? I get excited when I see content from nonprofits. With so many confusing or upsetting things in the world today, it’s an ideal opportunity for nonprofits to share positive and uplifting stories.
At the same time, it can be hard to decide what to post. Here are some ideas!
1. Before & After Stories:
Before & After stories allow you to talk about both the need your organization meets and your solution. It naturally sets up good storytelling. To tell a compelling Before & After story, start by introducing the person (or animal or environment). Then explain the adversity they faced and how (with your help) they overcame it. Finally, end strong—what is the lasting impact? This American Red Cross Facebook post does all these things:
2. Volunteer and Staff Spotlights:
Give your audience a behind–the–scenes look at your organization by introducing them to staff and volunteers. An easy way to get started is to create a “video” corner in your office. Select a place with good lighting and a neutral background. Encourage volunteers and staff to record short videos (less than one minute is best) when they have something they’re excited to share. Use these videos as solo spotlights or combine them to make a longer video.
Bonus: This type of spotlight content can boost volunteer and staff recruitment as in this Habitat for Humanity video posted on Facebook:
3. Curated Content:
Show social love to your followers and like-minded organizations by sharing their content. This takes some pressure off you, because you don’t need to create content for every single post. Monitor hashtags and keywords related to your mission. Look for content that fits your brand and would be valuable to your audience. For example, Wreaths Across America shared content from another organization:
Your social media accounts should share a variety of content. Identify which categories of content (like the ones above) work best for your unique audience. Then cycle through them on a regular basis. In addition, use a variety of content types, including video, images, and links. Remember to periodically direct people to your website to take action. Ultimately, you want your supporters to end up on your email list so you can continue building relationships outside of social media.
For more on implementing these social media tips and other best practices for social good organizations, sign up to learn about the Organizational Best Practices classes offered through Blackbaud University.
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