When Nonprofits Should NOT Invest in Social Media

Nonprofits, do NOT invest in social media, unless...

Here’s the scenario: It’s Friday afternoon. Tomorrow, your nonprofit is launching its summer programming. You’ve sent out email reminders to program participants and donors. You have gathered volunteers. The staff is prepared. But nothing has been shared on social media about the event... Actually, no one even remembers the login information to access the Instagram account. 

Executive directors, you have a lot on your plates. Your job connects to every aspect of your nonprofit, and often you’re wearing multiple hats. Adding social media to your never-ending-to-do list is unrealistic. 

But here’s the truth: If social media is operating without consistency and a strategy, it won’t help your organization attract donors, strengthen community relationships, or support fundraising goals. 

So, should you give up on social media? 

No! 

Here’s the solution: Appoint someone to own social media within your organization, establish a social media strategy, and commit to a content calendar. If you’re unsure about how to develop a social media strategy, a communications consultant can help by creating a customized plan for your nonprofit. 

Social media is a long game. Most organizations post content sporadically, hoping that it will go viral if they use popular audio or jump on a new trend. That’s not a strategy. That is being reactive to your environment, and reactiveness will not win the long game. Social media takes commitment and a willingness to show up every week – even when it SEEMS like nothing is happening. Because social media, much like interest, compounds. You have to be willing to put yourself out there and wait. 

And I promise you it will be worth it.