Many Australian Not-for-Profit organisations use SEO or pay for ads to grow visibility. While that definitely works with a large target audience, there is another method for cultivating highly interested people organically – building an online community.
Modern social networks and software make engaging with like-minded individuals more effortless than ever. We see it all of the time. Go onto Facebook or Pinterest and search for “rescue animals” or “local blood drives,” and you’ll immediately find a slew of groups, communities, and pages dedicated to NFPs serving in those roles.
The trick is knowing where to begin so the online community you create starts to run itself. Here are a few tips we think could strengthen your efforts.
Begin With Your Why
It’s tough to know where you’re going without a destination in mind. Before signing up for any platform to grow a nonprofit community, consider your “why.” Some more common reasons to engage in this type of building include:
- Boosting donated funds
- Recruiting additional volunteers
- Improving retention with staff and volunteers
- Getting the word out on your brand
- Soliciting partnerships with other businesses
- Sharing information crucial to the niche you serve
- Communicating your mission and achievements
Once you have an idea of where you’re headed, create a unique mission statement that aligns with your overall goals and addresses the who, what, why, when, and how of your online community.
Start with One Digital Brick at a Time
The reality is you are not going to create a community overnight. Some odds and ends must be addressed to ensure everything is running smoothly. After all, it is less likely that you’ll have a dedicated team member addressing everything that has to happen to grow that group.
For example, do you know what your rules will be? Who will administer the community with proper standards? How often should members expect an answer or engagement comment from your official account?
Think about if you were a member. You want a safe space where you can discuss the goals of your NFP, receive crucial information related to your role (volunteer, client, donor, stakeholder, employee, etc.), and have clear consequences if you break any rules.
Once you have a good idea of these basics, you can start reaching out to your more active community members. They will help build the following you need so this becomes a self-governing ship.
Some starting points may be:
- Write out 5 basic guidelines everyone must abide by (swearing, type of content, etc.).
- Make it as easy as possible for potential members to participate (links on your website, email, newsletter, social media, etc.).
- Welcome everyone with a message that outlines the goals/mission of the online community.
- Identify those most active members and encourage them to take on administrative roles.
- Make sure everyone knows this space is welcome to all and safe to use.
- Create targeted engagement strategies and feedback pathways so you can grow.
Most importantly, make it clear what cannot be shared. Many Australian NFPs work with medical situations where privacy is a serious concern.
A Note About Advocates
As your online community begins to grow, you’ll naturally begin to notice a few standout members. These are the outspoken advocates you most likely have met in person at some point and have a committed passion for the mission.
The reason you want to motivate and recognise these individuals is because they will become your future framework. Whenever you share information on your online community, the power advocates will spread it like wildfire, immediately boosting recruitment or donor efforts.
Shoutouts via public appreciation or elevation of status with extra admin privileges help other members recognise who is running the community so you can focus on what matters most – meeting your NFP goals.
Measure Everything in Your Community
Another crucial aspect of growing your NFP online community is data analytics. You are growing a garden with the best nutrient-rich foods perfect for curating insights. Everything from donation rates among your community members to demographics like age and gender can be leveraged for new market research.
Whatever community you build, be sure there is some form of data analytics built into the system so you can generate innovative ideas and reports for your decision makers.
Choose an Appropriate Platform
Finally, you must pick a virtual community platform most appropriate to your NFP. Facebook is always a “go-to” for many nonprofits because everything is already built into the system. However, you can usually find an off-shelf solution that can be integrated into your website and CRM software.
Some features that may help you decide include:
- Are there easy to use communication tools for comments?
- Can you control administrative roles in the community?
- Will posting events, job openings, volunteer opportunities, and donor fundraisers be easy?
- Can you share all kinds of media that you wish (video, photos, PDFs, infographics, etc.)?
- Can you integrate your community with your email suite or donor campaigns?
The best virtual communities support meaningful exchanges of shared experiences and ideas. Don’t be surprised if you are the catalyst behind new relationships and connections within your community. Many young couples meet in just such communities, especially when sharing a passion for activities like helping stray pets, volunteering for older adults, or building homes for families.
Final Thoughts
Starting an online community around your NFP is a surefire way to boost engagement. You can use this resource pool as a way to find new hires, volunteers, donors, and funds.
Our team at Web 105 is here to help. We are professional website designers and developers who can connect your updated, mobile-responsive website with your growing online community.
Give us a call today to set up a consultation, and let’s discuss how we can improve your online presence with a vibrant and modern website design.
FAQs
How do you structure an online community?
Consider your goals, target audience, and select the platform that allows smooth communication and administration for everyone involved. Over time, you can build social outreach once the infrastructure is in place.
What is the best platform to build an online community?
The most common is Facebook. However, many modern platforms exist, such as Swarm, Circle, Disco, and Skool. Even Discord is slowly turning into a vibrant online community platform.
How do you keep an online community alive?
After growing your community, you want to feed it for future success. Welcome your new members and celebrate any successes among your current group. Share content on a regular basis and create online events that give voice to the feedback and insights from your members.