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Lecture 9 – Social Media for NPO

Social media is a very competitive landscape, also it is a good platform for the non-profit organisation to tell their stories, attract their supporters, and drive donations.  Undoubtedly, social media is become an important marketing tool, whether it is traditional marketing or non-profit marketing.  But the two marketing means is not the same.  Traditional marketing goals to increase sales and revenue, by contrast, non-profit marketing aims to inspire and motivate (Patel 2016).  Determining the target audience is a prerequisite for all work.  And then focus on one or two social platforms to promote and publish the activities of the organisation, Canva (2016) explains that ‘Too many nonprofits start by creating accounts on multiple platforms, only for them to become inactive in a matter of months’.

微信截图_20170527115909(Image Source: https://www.facebook.com/MakeAWishAust/)

Patel (2016) states that ‘Most nonprofits– 98% of them –are on Facebook’ and ‘Facebook represents one of the easiest and most effective ways to take the leap into social media and gain a following’.  Make-A-Wish is a good example, this Facebook page includes some buttons on their cover photo, especially “Donate”, “Like” and “Message”.  The importance of the ‘donation’ button is that the user can easily distribute it to the organisation.  The donation is a way for non-profit organisations to survive, it is advisable to ask for donations on the most popular platforms (Patel 2016).

Understanding the behaviour of the audience is another important thing.  Canva (2016) points out ‘Why would your audience “follow” or “like” you? What kind of person is going to click the “donate” button, add a comment or share your content to their friends?’.  According to Farache et. al (2008), ‘consumers have a better perception of firms that work with charities and good causes than those that do not’.  They believe that charitable organisations have an impact on the interests of society and benefit from it.  ‘Concerning good causes, consumers prefer to support those related to Children’ (Farache et al. 2008).  In addition, Canva (2016) explains that ‘Visual imagery often creates emotional triggers that words sometimes cannot’, so this may be a good way to use high-quality photographs, images, graphics, videos and hashtags.


References

Canva 2016, ‘The Complete Guide to Nonprofit Social Media: Strategy and Design Tips for Success’, Thesis Whisperer, blog post, 19 February, viewed 13 May 2017, <http://thesiswhisperer.com/2013/04/03/the-wormhole-incident/ >.

Farache, F, Perks, KJ, Wanderley, LSO and Sousa Filho, JMD 2008, ‘Cause related marketing: consumers’ perceptions and benefits for profit and non-profits organisations’, BAR-Brazilian Administration Review, 5(3), pp.210-224.

Patel, N 2016, Top 4 Examples of Effective Social Media Strategies for Nonprofit Organizations, Inc, viewed 13 May 2017, <http://www.who.int/immunization/policy/immunization_tables/en/ >.

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