My Social Media Cheat Sheet for Nonprofit Marketing
By Danni Eickenhorst, Marketing Consultant
Today, I’m preparing to speak in front of a UN of sorts – the global gathering of missionaries and representatives of Lutheran Hour Ministries. The group will be gathering today to focus on how to better tell their story as a nonprofit with scores of representatives living in so many areas of the world.
In preparation for the event, I updated my handy-dandy social media cheat sheet that I often give to nonprofits and other organizations that have people in far-flung places contributing content for one central purpose. I recall my days at The Salvation Army, working to coordinate the branding and content of many different locations that all had their own Facebook pages and accounts – and remember what a struggle it could be to manage both the strategic mission and message – let alone the performance of the content.
So, today, I wanted to share a quick checklist that often share with friends, clients and colleagues in this situation – and NO, you don’t have to sign up for my email list to get it. Just be sure to share it with your friends that can use it!
Do you have more tips I should add to the list? Comment below! Share the wealth of your knowledge and experience so that others can grow with you.
Best of Luck!
Need More Engagement (Likes, Shares, Comments)?
- Experiment with shorter posts versus longer posts to see which resonates with your audience.
- Use hashtags but use them sparingly. They can garner you up to 60% more activity on Facebook – but only use 1-2.
- Posts that contain images get an average of 37% more engagement than text-only posts.
- Take advantage of the new slideshow tool within Facebook to create videos quickly – and to boost engagement.
- Ask questions. This can bump the activity on a post by 23%. Tip: Have employees and volunteers start the responses and engagement to get the ball rolling.
- Get your employees and volunteers to engage daily on pages.
- Pages see the most engagement for posts that are happy, hopeful and upbeat on Fridays. In fact, you can see up to a 10% boost by sharing these on Fridays 1:00 to 4:00 pm.
- Best times & days vary by page & audience, but statistically, these might be best for Facebook:
- 12:00 – 1:00 pm on Saturdays and Sundays
- 3:00 – 4:00 pm on Wednesdays
- 1:00 – 4:00 pm on Thursdays and Fridays
Want to Grow Your Audience?
- Determine who you want to reach and develop a targeted ad campaign in Facebook targeting that exact person.
- Get your employees and volunteers to engage daily on pages, to share posts periodically.
- Make friends. Get into conversations with local advocates. Watch local hashtags. Be conversational. Retweet these friends and they’ll be more likely to do the same.
- Use hashtags.
- Try tools like Crowdfire to help you find targeted followers. These tools can check the followers of your strongest “competitors” (or “complimentitors”!) showing you who to focus on engaging with first. If you use Crowdfire, identify your strongest competitors on Twitter and then use the “Copy Followers” tool.
- Promote blog content on your Twitter feed and vice versa – embed tweets in your blog to get people to discover the unique content you have available on Twitter.
- Participate in live Twitter chats.
- Best times & days vary by page & audience, but statistically, these might be best:
- 12:00 pm to 3:00 pm Monday through Friday
- 5:00 pm to 6:00 pm on Wednesdays
- Use hashtags. Try “Tags for Likes” app on smartphones to find most popular hashtags for a given category. When adding hashtags, use synonyms or related words if appropriate. (i.e. #laptop, #tablet)
- Far and away, Instagram is a visual storytelling platform. Mix photos and videos – come up with creative ways to tell stories, parables, anything that gets out your core message.
- Instagram’s Explore feature allows you to find trending hashtags such as #LoveWins, #FullMoon, etc. These are timely and will get higher engagement.
- Add a strategic link in the bio to take people to the place where you can measure engagement or success.
- Cross-promote other community partners that are active on Instagram by tagging them in the post or “checking in” at their location when you post.
- Use Canva (now on mobile too!) to create branded quotes and images that reflect your brand and make it memorable. Aiming to bolster a specific hashtag? Embed it as a watermark on your picture.
- Best times & days vary by page & audience, but statistically, anytime Monday through Thursday except 3:00 to 4:00 pm seems to work well on Instagram.
- Quotes and inspirational content perform well on Instagram.
Are you in need of training or hands-on social and digital marketing support for your nonprofit? Reach out to our team at Blank Page Consulting. We manage nonprofit marketing campaigns, work to train their in-house teams to execute on marketing, and help them achieve their mission through their marketing. Click here to contact us.