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How to manage nonprofit social media

Katie Stocking is the owner of Happy Medium LLC.

Managing social media for our clients is sometimes tough work, mostly a lot of fun, but everything has its challenges right? Managing social media for a nonprofit can be even tougher! I serve as a Bravo Greater Des Moines board member and was recently asked to discuss all things social media with some of the organizations we help fund. (On a side note, there are some really amazing and very cool cultural organizations around Des Moines – so get out and experience it, find them on Facebook!) Here are some tips we discussed which you could hopefully use to help out your favorite non-profit (if you don’t already work for one!)

Sometimes people just want to be in the loop: Maybe you don’t think the things you do everyday are very fancy, but really they kind of are! If you’re a food bank and you’re getting a load of food (hopefully something you do every day) take a picture, put it on your Facebook and give a shout out to whoever donated it (if they are ok with that). People will literally “like” it – I swear!

Commit: I totally get it, resources are especially limited in a non-profit environment. However, keeping in touch with the community of people who support your organization really should be made a top priority. Social media is a fantastic way to stay in touch for very low to no cost. Dedicate someone to your social media accounts to make sure there is accountability. Otherwise, you might look at your Facebook page and realize your last post was in July of 2013….oops!

Don’t beg: You need a lot of money to do all of the amazing things you’re doing to change the world. Everyone thinks that is awesome. However, the quickest way to lose engaged followers is to constantly be begging them for donations. If you’re doing a capital campaign, you should definitely announce it on your social media platforms (along with anywhere else you are announcing), but it would not be a good plan to discuss the capital campaign every single day from the announcement until the completion. Bring up when you hit big goals or had a large contribution you want to share. Other than that, find a place on your website people can contribute and it can live there every day!

Don’t try to be everywhere: If you’re already low on resources, don’t feel like you have to sign your organization up for every platform social media has to offer. Find one or two that make the most sense for you and work to make those the best they can be. You’ll have a much better chance of success and fresh content if you are running two platforms rather than fifteen.

There are a ton of other resources online for this, but a great start is getting a specific point person to manage this for you. Either someone internally or a volunteer would be perfect. The community deserves to know about all of the wonderful things you’re doing, and hopefully growing awareness will help grow your donations!

Tweet me your questions @klstocking.

--Katie

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