Almost all nonprofits use social media as part of their strategy for raising funds, recruiting volunteers, and generally sharing their story with the public. But what makes a successful nonprofit social media account?
With so many organizations doing interesting things, it would be impossible to pinpoint the very “best” accounts, but here are a few that are really rocking different platforms.
For a little social media inspiration, check out what these non-profits are doing on each platform. Click To TweetThough Twitter doesn’t have the user base of some other platforms (and some observers even argue it’s “dead”), it’s still growing – and nonprofits are still making good use of it.
Oxfam International
On Twitter, Oxfam shares links to timely news items and other interesting articles that are relevant to their work. Other tweets promote their campaigns, tell the stories of people who benefit from Oxfam’s programs, or advocate for improvements in the charity sector. And present in almost every tweet: eye-catching visuals.
American Heart Association
AHA’s Twitter feed stands out in how useful it is: most tweets link to pages with tips for improving heart health. Interspersed among those are motivational quotes and entertaining comics, as well as news items and calls to action. Lastly, the red used in many of the graphics keeps everything consistent with AHA’s brand.
As the platform that started it all, it’s no surprise that even organizations will little social media presence still use Facebook. Many brands find it harder to build a large and engaged following on Facebook than on other platforms, but those that succeed reap major benefits.
American Civil Liberties Union
The ACLU is highly active on Facebook, sharing timely posts multiple times per day. The page has a mix of links to their own website and others, all providing information about current civil rights issues and updates about their work, often accompanied by a pithy comment.
Doctors Without Borders
One of the best-known humanitarian organizations, Doctors Without Borders has a lot to share on Facebook. Their page contains photos, videos, links and graphics, usually captioned by compelling text about the urgency of their projects, the people they serve, and the contexts they work in. The organization’s posts will both educate you and tug at your heartstrings.
If your nonprofit has photos, it could be using Instagram. The photo-sharing app lets organizations visually showcase their work, and the Stories feature gives followers a behind-the-scenes perspective.
If your non-profit has stunning photos, you could be using them to build your brand on Instagram. Click To TweetNew England Aquarium
The New England Aquarium’s Instagram account features occasional photos of humans visiting or working there, but most posts are of marine life, ranging from adorable seals and penguins to bizarre little-known sea creatures. This profile not only lets followers get lost in the underwater world, many posts also share the types of educational facts you’d learn by visiting.
Charity:Water
Charity:Water gets frequent recognition for its social media marketing, and Instagram is no exception. The organization shares a good mix of posts that tell recipients’ stories, highlight staff and partners, and share inspirational quotes and key statistics. The photos are extremely high quality, and it doesn’t hurt that their resource of interest, water, lends itself well to compelling pictures.
Pinterest is widely underused in the nonprofit sector, with many organizations ignoring it altogether. But for those with a solid strategy, pinning allows nonprofits to share visual information and drive traffic back to their websites.
Many nonprofits completely overlook Pinterest, but the ones that use it can reach a huge audience and drive major traffic to their websites.
Girl Scouts
The Girls Scouts’ Pinterest account is well organized, with boards focused on each level of the program, making it easy for girls to find information that’s relevant to them. Additional boards cover different topics of interest to Girl Scouts, like STEAM education and DIY projects–and yes, there’s one for Girl Scout cookies.
Habitat for Humanity
With its volunteer-based model and tangible projects, Habitat for Humanity is well suited to social media, so it’s no surprise they’re making good use of Pinterest. The account reflects Habitat’s brand and mission, with different boards highlighting volunteers, Habitat houses, homeowners, project locations, and of course, involvement from Jimmy Carter.
If your nonprofit is looking to up its social media game, follow the examples set by any of these organizations!