By Kate Huber
Discovering what social media networks best compliment your organization and audience is a key factor of the nonprofit world. However, how do you know if the social media steps your nonprofit is taking are successful? Nonprofit Tech for Good explains 10 ways to measure the success of your nonprofit’s social media sites.
1. Your nonprofit blogs or publishes a story on your website at least twice monthly.
Story telling is a critical part of nonprofit social media. Writing stories about the positive impact your nonprofit is making also creates a story that is important to share with your social media followers, in newsletters and via email.
2. Your e-newsletter has prominently featured calls-to-follow.
Creating updated e-newsletters, with templates in email campaign sites such as MailChimp or Constant Contact, should be simple, modern and include prominent calls-to-follow on your organization’s social media sites.
3. Calls-to-follow are integrated into your online giving process.
No matter their size, all nonprofits should donate to their organization biannually to experience their donation process for themselves. Technology changes rapidly and keeping donation pages up to date is vital. Adding calls-to-follow to your “Thank You” landing page and follow-up “Thank You” email is a sign your organization is on the right track.
4. Your nonprofit is active on at least two social networks and experimenting with a third.
Because of demographics and popularity, all small nonprofits should be posting on their Facebook page a minimum
of twice a week. Twitter is the next most popular site, where nonprofits should be tweeting or retweeting a minimum of once a day. A third social network should be upcoming, such as Instagram or Snapchat.
5. Your nonprofit does not automate Facebook posts to Twitter.
Although automated posts from Facebook to Twitter is convenient, this is not a suggested practice. Twitter followers frown upon this action, making your posts likely to be ignored.
6. Your nonprofit regularly creates promotional graphics for events and fundraising campaigns.
This can be a big task but it is vital to all organizations. This is a large task for large nonprofit, so don’t feel bad if this isn’t a regular practice at your small nonprofit. But with that being said, there’s never a better time than the present!
7. Your nonprofit has a visually compelling avatar that is used consistently on all social networks.
While this may seem basic, it is a best practice still not widely adopted by most small nonprofits. Your followers on social media will initially experience your online brand through your avatar, so make sure it is visually compelling, simple, in most cases without text, and that you use it consistently on all social networks.
8. Your nonprofit has claimed your LinkedIn Company Page and you post a minimum of twice monthly.
Your nonprofit should have a LinkedIn Page that features profiles of every person added to your organization as both a staff member or a volunteer. Search, claim, set up and then post a minimum of twice monthly to keep the page current.
9. Your nonprofit is ready for digital payments inside social networks.
Digital payments are coming to social networks so get ready! The lack of an international database that can be used to prevent fraud is the number one obstacle to raising funds online internationally.
10. Your nonprofit has a social media fundraising plan in writing.
The act of writing a comprehensive social media fundraising strategy is an essential first step in being successful on social media. Creating an easily revisable plan is key and this social media fundraising plan should be reviewed annually, making sure that it continues to move your nonprofit forward.
Kate Huber is currently a junior at the University of Iowa pursuing in degree in Communication Studies, a minor in Human Relations and a certificate in Fundraising and Philanthropy Communication. Kate is an avid sports fan, lover of reading and peanut butter enthusiast.