Of the 23.6 million Australians using the internet on a daily basis, 21.45 million of those have a social media account. That is roughly 83% of the total population scrolling through TikTok videos, catching up on family events through Facebook, or tracking real-time news on X (formally Twitter).
Nonprofit organisations can make use of this market by focusing on a target audience based on what social media platforms they use the most. The first step in this journey is understanding your own social media presence and then building a plan using social media posts to enhance your organisation’s public awareness and engagement.
At Web 105, we offer a number of website design and development services to help you along the way. We can create a streamlined, mobile-ready, and fully immersive landing page that includes your social media content and links. Let’s go over how boosting your NFP with social media helps.
Which Social Media Platform is Right for Your NFP?
Choosing the best-suited social media platforms for your unique NFP is not as hard as it may seem. First, don’t overwhelm yourself trying to keep up with them all. Do the first step of creating an account on each so you have a secure username, but only post consistently on one to start. Once you get the hang of it, you can expand to others as you wish.
Different platforms will appeal to different demographics. For example:
- Facebook: Best for older generations over 35 years that have a professional or familial connection to your NFP.
- X (formally Twitter): Great for any age group that wants instant updates or relevant news about your industry and clients.
- Instagram: Better for 18–40-year-olds who love photo-first content and sharable short videos.
- TikTok: When you’re targeting clients under 25 years old and have the time and resources to create short-form videos only,
- Pinterest: Highly targeted toward women aged 22-45 years old, but a great way to build a brand.
- LinkedIn: Good for sharing blog posts and building a network of professional peer and volunteer connections.
- YouTube: The leading social media platform, but only if you have a lot of video content that varies in length.
There are also several easy-to-use Q&A sites that fall into social media, like Reddit and Quora. Answering these questions using your branded account helps inform the community and will improve your website’s SEO/rank history.
Tips for Boosting Social Media Presence
#1 – Use a Content Calendar
Building your social media presence is much easier when you have a simple plan to follow. You want to organise your social media posts into a 30-day calendar, so it becomes a habit and not a 2-hour discussion over what to post next.
#2 – Have Measurable Goals
You cannot expect to build a nonprofit social media strategy without goals in mind. Maybe you want to have 5,000 followers or fundraise $100,000 for an annual goal through social media. Either way, have a goal line in mind so you can judge the accuracy of your strategy and what to adapt for the future.
#3 – Post Sharable Content
This may sound like a “no-brainer,” but all too often, organisations, including NFPs in Australia, will get lost in the mix of not knowing what to post. Don’t think about what you want to read but what your target audience enjoys. Stick to visual content like:
- Images
- Videos
- Infographics
- Motivational Quotes
- Statistics and Facts
- Tips and Tricks
- Trivia
#4 – Use Your Authentic Brand Voice
Authenticity resonates. Your target audience will know if you’re faking things to make you “look” better online. Be authentic and leverage your brand identity so your social media platforms look and feel like the real thing. This will help you cultivate trust and foster connections with your community.
#5 – Cultivate a Conversation
These platforms are not just about broadcasting your recent news. You want to maintain a genuine and consistent voice that engages with your community. Get into the nitty gritty of discussions, respond to comments, and actively participate so people know you’re there for good.
#6 – Use the Data Available
Every social media platform has some form of data insight feature. You may have to change to a business account (which is free for most), but that data is a goldmine for your goals. It will help you understand what content drives the best results and how to leverage marketing tools to grow your social media presence.
#7 – Integrate Marketing Campaigns
You are a not-for-profit. That means you want to expand public awareness about your services and goals. Use social media alongside your marketing efforts. Talk about your fundraising, recent events, or other fun news in a way that relates to your audience and engages your brand voice.
#8 – Share Your Impact
Want to grow online? Share UGC (user-generated content), especially when it demonstrates the impact you’re having on your community. For example, if you run an NFP that hands out colour lenses to those with colour blindness, share videos of them seeing bright colours for the first time. You’ll go viral quickly!
#9 – Recruit Volunteers
Social media is where people love to hang out. If you are looking for volunteers, say it! Share content that shows how well your current volunteers have fun while providing an essential service, and you should motivate your supporters to get involved.
#10 – Showcase Your Team & Clients
Personal stories create a strong emotional connection. Highlighting the people behind your organisation and those you serve can significantly boost engagement. Be sure you are sensitive to any privacy considerations, but this is a surefire way to differentiate your NFP brand from others.
#11 – Consistency
If you take nothing else from this article, do this one thing for your social media presence: BE CONSISTENT! If you only post 1/month, you cannot expect to build a following. Stick to a schedule of 3-5 posts per week at around the same time on around the same day. The more consistent you are, the more you’ll build trust and anticipate with your audience.
Conclusion
If you want to grow your brand online, you need a social media presence of some sort. Even if your NFP only sticks to Instagram or Facebook, that will help build authority, authenticity, and trust with your audience.
To get a modern, streamlined website that works well with social media platforms, reach out to our team at Web 105. We have the tools and integrations you need to expand your nonprofit organisation’s reach. Connect with us today to get started.
FAQs
How do nonprofit organisations use social media?
The goal of using social media is to connect with your supporters, raise funds toward your NFP goals, and promote awareness. At the end of the day, these tools will help you raise awareness with your target audience.
How often should a nonprofit post on social media?
This will highly depend on your team and messaging, but the better point is to remain consistent. Shoot for 3-5 posts a week around the same time.
How much do nonprofits spend on social media?
If you are going to use PPC (pay-per-click) ads on social media, start small. Identify your target audience and use the marketing tools as a resource for a promotion or fundraising goal. Start with $5/day for a week and see how it goes before committing to more.