Maximizing Social Media for Non-profit Success in 2024

While it’s true that people’s interactions with social media change over time, it remains an essential tool for non-profits to reach and engage with their audience in 2024. 

Here’s why:

🌎 Social media platforms have billions of active users worldwide, providing non-profits with an unparalleled opportunity to reach a diverse audience, raise awareness about their cause, and amplify their message.

🥰 Social media allows non-profits to foster a sense of community among their supporters, volunteers, and donors. By creating engaging content, facilitating discussions, and showcasing the impact of their work, non-profits can strengthen relationships and inspire action within their online communities.

📖 Social media platforms provide non-profits with a powerful storytelling platform. Through visual content, videos, and real-life narratives, non-profits can humanize their cause, evoke emotions, and inspire empathy and support from their audience.

💸 Facebook, Instagram and TikTok offer fundraising tools and features that allow non-profits to collect donations directly from their followers. By leveraging these tools and running targeted fundraising campaigns, non-profits can mobilize support and raise funds for their cause.

📣 Social media is instrumental in driving advocacy efforts and raising awareness about social and environmental issues. Non-profits can use platforms like Twitter, Facebook, and Instagram to educate their audience, mobilize support for policy change, and spark meaningful conversations around important topics.

Let’s take the example of the World Wildlife Fund (WWF) and their #EarthHour campaign to illustrate this. WWF’s #EarthHour campaign encourages individuals, communities, and businesses to turn off their lights for one hour on March 22nd to raise awareness about climate change and environmental issues. 

The campaign primarily leverages social media platforms like Facebook, Twitter, Instagram, and TikTok to spread its message. 

Millions of posts, tweets, and shares related to #EarthHour creates a sense of global community united by a common cause, which is pivotal for long-term support and advocacy.

By utilizing the billions of active users across social media platforms, non-profits can raise awareness, engage diverse audiences, and amplify their message on a global scale. This broad reach is vital for driving change and achieving their missions.

 

5 social media trends for non-profits in 2024

 

1. Leverage TikTok’s features and resources

TikTok has evolved far beyond its origins as a hub for viral dance challenges, becoming a significant tool for non-profits. With over 1 billion users, predominantly under 30, TikTok offers an energetic and dynamic space for non-profits to engage younger audiences. By creating authentic, engaging content, non-profits can leverage TikTok’s unique features to enhance visibility and drive action.

Fundraising tools on TikTok

TikTok provides built-in tools that make fundraising straightforward and engaging by allowing users to make donations without leaving the app. Non-profits can utilize donation stickers in their videos and or add fundraising links to their profile bios. These tools allow supporters to donate directly through the platform, streamlining the fundraising process.

Non-profit resources and fundraising support

TikTok offers resources such as “Getting started for nonprofits” and “Fundraising for your cause” to help non-profits navigate the platform effectively. These guides provide valuable insights into creating impactful content and leveraging TikTok’s features for maximum engagement.

Strategic use of TikTok features

Leveraging TikTok’s vast reach and innovative tools can significantly boost a non-profit’s ability to connect with a younger demographic, drive donations, and foster a sense of community around their mission. The platform’s innovative tools and vast user base make it a key aspect of any modern non-profit’s social media strategy.

 

 

2. User-generated content and influencer marketing

User-generated content (UGC) showcases authentic experiences from supporters, enhancing credibility and fostering a sense of community. To do this, non-profits should motivate supporters to share their personal stories and experiences related to their cause, using branded hashtags that allow others to easily find related stories on social media platforms.

In addition, non-profits can partner with influencers who resonate with their mission to create genuine, engaging content. Tip: micro-influencers have higher engagement and cost less.

The Movember Foundation, dedicated to men’s health issues, effectively leverages UGC and influencer marketing. Each November, they encourage men to grow mustaches and document their progress on social media using the hashtag #Movember. This campaign generates extensive UGC and engages celebrities and influencers to further promote the cause. The combination of authentic stories and influencer endorsements has helped Movember raise millions of dollars for men’s health initiatives.

This strategy not only broadens their reach online, but deepens the impact, making supporters feel more connected and motivated to contribute. The success of Movember illustrates the powerful synergy between UGC and influencer marketing in driving non-profit goals.

 

3. Boost your non-profit’s reach with employee advocacy

Employee advocacy refers to the practice of employees promoting their employer publicly, which can significantly enhance a non-profit’s social media presence and brand image. This strategy involves empowering committed employees to act as brand ambassadors, leveraging their genuine connections and credibility to spread the organization’s message.

Benefits of employee advocacy

Employees’ authentic endorsements make the organization more relatable and trustworthy, which is vital for non-profits seeking to build genuine connections with their audience.

Audiences tend to trust user-generated content more than corporate communications. When employees share their positive experiences through their personal accounts, it builds trust and credibility for the non-profit.

Employees can reach audiences that the non-profit’s official channels might not, significantly broadening the organization’s reach.

Employee advocacy can drive traffic to the non-profit’s website and official social media profiles, increasing the likelihood of attracting new members, donations or volunteers.

Guidelines for employee advocacy on social media

Clearly define what you want to achieve with your employee advocacy program, such as increasing web traffic, generating more leads, gaining more followers, or enhancing your brand image. 

Establish guidelines for what is and is not acceptable for employees to post, and share this with your team. This ensures that all shared content aligns with your non-profit’s values and objectives. Encourage the use of specific hashtags and advise against sharing sensitive information.

For example, Hootsuite empowers its employees to share their expertise in social media, and has a resource teaching other organizations how to create their own employee advocacy guides.This approach helps Hootsuite boost their reputation as a trusted expert in the field of social media. 

Reebok is a great example of how to use a branded hashtag for employee advocacy on social media, with benefits that are similar to user generated content. They encouraged employees to create and their own content with a fun tag: #FitAssCompany. In addition to increasing their reach online, this hashtag reinforces their company culture of being passionate about sports and active lifestyles. 

Developing an employee advocacy program can significantly boost your non-profit’s image and create meaningful interactions with your audience. By setting clear guidelines, fostering a positive work culture, and recognizing employee contributions, your non-profit can leverage the power of its staff to amplify your mission and reach a broader audience online.

 

4. Prioritize customer care on social media

Providing excellent customer care on social media is crucial for building a supportive and engaged community. Timely and empathetic responses to inquiries and feedback directly on social media platforms can significantly enhance a non-profit’s reputation and foster loyalty among supporters.

Best practices for social media customer service

Quick responses show that you value and respect your community’s time and concerns. 79% of customers expect a response within 24 hours.  

Do not ignore or delete negative comments (unless they cross the line into violence or harassment). By addressing your audience’s concerns or legitimate criticisms, you will build trust and appease the worries of other easily-influenced users who are reading your comments. 

Use the commenter’s name and tailor responses to their specific situation. Personalized interactions make supporters feel heard and valued, strengthening their connection to your cause.

Handle common questions efficiently with automation, but ensure smooth handoffs to human agents for complex issues. Automation can save time and provide instant responses, but human touch is essential for nuanced inquiries.

By being attentive, engaging with followers, and providing personalized solutions, non-profits can foster a positive perception and build loyalty among their supporters.

 

5. Get creative with your funding strategies

Innovative fundraising on social media can significantly boost a non-profit’s revenue. From live-streaming events to virtual challenges, there are numerous ways to engage donors and encourage contributions.

Ideas for innovative fundraising

Encourage participation and donations through engaging challenges. We all remember when the ALS Association’s Ice Bucket Challenge became a viral sensation, raising over $115 million. Promote your own unique challenges using dedicated hashtags and encourage participants to share their participation on social media!

Use short videos, testimonials, infographics, and photos to tell compelling stories about your non-profit’s work. Highlight individual success stories, project milestones, and the direct impact of donations.

Utilize platforms like Facebook Live or Instagram Live to engage supporters in real-time. Using live streaming events for fundraising like virtual concerts, Q&A sessions and webinars can help you connect more personally with your supporters. You can even use platforms like CrowdSignal to create interactive polls and quizzes that keep your audience engaged. Ensure you have a DONATE button or link prominently displayed during the stream to make it easy for viewers to contribute.

World Wildlife Fund frequently hosts webinars featuring their scientists and field workers, allowing donors to ask questions and learn more about their conservation efforts. This direct engagement helps build a stronger connection with the organization and encourages continued support.

Creativity in fundraising is pivotal, but making it easy for your audience to support your cause is just as important. For example, Charity: Water’s #StreamForClean campaign simplifies the process for content creators who use live streams by integrating fundraising tools directly into their feeds. By educating them about Tiltify, the fundraising platform, and demonstrating how easy it is to set up donation tools, Charity: Water provides a straightforward way for people to contribute to their mission.

Tap into people’s desire to share themselves by starting a campaign that encourages them to post a selfie that aligns with your fundraising efforts. In 2014, the viral #NoMakeupSelfie trend to raise money for cancer was hugely successful and raised millions of dollars – not because makeup has anything to do with cancer, but because people love to post photos of themselves (and share their acts of altruism).

 

Ready to maximize your social media impact in 2024?

By integrating these social media trends and strategies into your non-profit’s marketing plan, you can enhance your online presence, engage more effectively with your audience, inspire donations and share your mission. Leverage platforms like TikTok, implement employee advocacy programs, or engage your audience with creative challenges. 

Great causes deserve great online solutions, and U7 can help your non-profit harness the power of social media. Our digital marketing and content creation expertise will help you engage supporters, boost fundraising, and elevate your cause. Get in touch with us today to get the support you need!