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Five Takeaways for Nonprofits from Our “Mastering Social Media” Webinar

Missed our Wings Learning Series webinar last week?  Natalie Straight and Kara Still, architects of the Blue Cross and Blue Shield of Louisiana social media plan, gave must-know insights into the future of digital marketing for nonprofits.

You can always re-watch the webinar online, but if you need the TL;DW (too long; didn’t watch) version, here are five takeaways you need to know:

 

  1. The Reachpocalypse is upon us.

We are living in the world of Facebook Zero – where organic reach is dead.  Facebook algorithms used to display content based on user interest, which means that your nonprofit’s posts could “organically” show up on people’s feeds.  If you’ve noticed that your posts don’t get the same amount of reach, this is why.

Now, the expectation is that all businesses — even nonprofits — will pay to play (as in, pay Facebook to promote content into users’ feeds, unless they have liked your page AND have subscribed.)

 

  1. Influencer marketing is your workaround.

Getting others to share your content is the way to get it out there without having to pay.

Influencer marketing is about targeting specific people who can share your message, rather than a market as a whole.  Getting people to carry your message can have a big impact:

  • Your messages are 24x more likely to be re-shared when coming from people, rather than your brand.
  • Only 30% of people trust brand content, while 90% trust product or service recommendations from others.
  • 77% of people are more likely to buy from (or, in the nonprofit’s case, donate to) a company when they hear about it from someone they trust.

 

  1. You don’t need celebrities to endorse you, just everyday people in your community.

Sure, landing a big fish to retweet you would bring a lot of attention to your post.  But “micro-influencers” (or people with a small amount of friends and peers) are the best influencers in your network.  They’re trusted, loyal and will advocate for you if you ask.  Your donors, board members and staff are influencers who can get your messages out to tens of thousands of people there with the power of the simple, humble share button used en masse.

 

  1. But you have to ask for the Share!

Be explicit.  Tell people that more than their “Likes,” you need them to share your messages (and why!).  Do it online, do it via email and, most importantly, do it in person.  At their next meeting, talk with your board about why it’s important and how to share your nonprofit’s content online.  At major events, make an appeal to attendees to share your messages.  As our last presenter Krista Allen would say, you won’t get what you don’t ask for!  (And, as Kara would say, for those who are stepping up to share for you, give them a little treat as a way of saying thanks.)

 

  1. Once your influencer network is built out, lean into free tools to raise more dollars.

Make use of free donation tools on powerful platforms, including Facebook’s donate button and LIVE features.  Check out Text2Give, a free tool to collect pledges and gifts via text.  And remember: ask your network to share these promotions!

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