Social Media is a tool can be utilized for all types of companies, corporations and groups. Nonprofit organizations have been utilizing the tool but results have been limited with success.
Some tips for social media for the future for nonprofit organizations:
- Create a conversation, get people talking about your organization
- Use visuals! Start attaching a photo or video for your donors and community will increase your engagement by liking or sharing or donating to your organization.
- Share the load and have a plan to create an editorial calendar with your team so you can stay on track
- Create a mobile friendly sites and newsletter because people use their mobile device more than their desktop or laptop to check emails and look at websites.
Past campaigns that have done well with the use of social media range from Invisible Children’s Kony 2012 campaign, Water is Life, UNICEF, charity: water and Red Cross.We have seen one real successful campaign from Invisible Children is the Kony 2012. How did they utilize social media? They created a viral video. Even though the video was about 30 minutes. Kony 2012 campaign taught us 12 lessons about creating a social media campaign go viral.
In two days where the Kony 2012 video went viral clocking over 43 million viewers on YouTube. The Kony 2012 campaign taught the world 12 lessons about social media marketing. The video focusing on being positive, grabbing people’s attention, personalized, invoking mainstream media, pulling on the heart strings, time sensitive (make a deadline), simple, real, give it a scale showing how many people can help, use celebrities, create an event nationwide and make it easy.
Do not over complicate your message that you want to send out because if its not clear, people may just pass it up to avoid the extra work to find out and research the organization. Invisible Children really made use of their 30-minute video because you kept watching because they mixed it up from the beginning you thought that you would hear about their cause but they do not start talking about it until you are hooked. They get you hook with a personal story about family.
Another positive thing that they did as an nonprofit is capture the attention and then ask for the community’s help by joining them to “cover the night”. The nonprofits organizations seeking to create a viral campaign should create an event on one day to support their organization and ask participants to take photos tagging the organization and creating a specialized hashtag for that event to avoid the confusion.
The organization would be amazing to measure the success of the campaign through the hashtag and the different tags.
The Nonprofit Hub created a list about the Top 4 Nonprofit Social Media Campaigns of 2013 (And What You Can Learn).
For example, Water is Life hijacked the hashtag #FirstWorldProblems by creating a viral campaign to reach their goal to provide clean water for those in needs. They used the ridiculous hashtag to create a social movement.
UNICEF created a visual talking about what they want to do rather than liking the photo because that does not do much for the organization to donate to their cause to help them provide vaccinations for poor people.
Charity: Water created a social media campaign to raise money for clean water through various ethods. People could choose how they wanted to raise that money for the organization from running. It was a 24-hour social media campaign where people could purchase a seat on a Google Hangout to chat with thought leaders and ask questions where they were able to raise 10 thousand dollars.
During National Preparedness Month, Red Cross used the month to help to increase awareness through education to contribute valuable information to on-going trend to help people to be more prepared for disasters and emergencies. Red Cross was a very smart contender in the use of social media for this campaign because they were able to reach a new audience but educating others who are passionate about the Red Cross.
People may say that social media is free but the people who develop the content are being paid. The platform may be free but the people behind the production are paid employees unless they leave the social media up to interns.
The things people can learn can learn from the world of social media. The tweets, likes and real-time postings are going to continue.
Hopefully, more social media campaigns comes from the nonprofit world will be embedded into our minds rather than another product.