Social Media and Non-Profit Organizations

Coming off of Kiwano’s recent partnerships with Bridge to a Cool Planet and the Stanley Park Ecology Society, I thought it was high time to comment on the merits of social media specifically for non-profits and charities. It’s great to see so many of these organizations beginning to explore an increasingly powerful base of online supporters and fundraising opportunities. And all in good time, too – as societies become increasingly flooded with different grabs for our attention, so must conscious organizations evolve in order to thrive.

Social media is a wonderful way to tap into a powerful, two-way marketing and outreach program. It’s a versatile tool that hits all of a non-profit’s basic premises: awareness, outreach and, of course, fundraising. Getting social media added as a part of your non-profit’s traditional marketing program, however, may be a challenge. We’ve all heard the buzz, but why should non-profits especially benefit from using social media? Perhaps some of the reasons below will help convince your most stringent board members and advisors.

Why should non-profits use social media?

With both Bridge to a Cool Planet and the Stanley Park Ecology Society, social media has been in the forefront of Kiwano’s marketing strategy. We’ve had great success in very little time in areas such as promotion, awareness, and community involvement. Need to get your new marketing strategy approved by a board of directors? Here are some crucial reasons for making the case for social media:

It’s cheap/free: social media is cost-efficient, and this is important for all organizations, whether profit and non-profit. Most of the tools and platforms you’ll encounter are free to sign up and use. Adding on to this point, be especially wary of any websites that demand money.

Utilize skills of existing resources/personnel: The actual ‘cost’ of social media falls into your time commitment. As Mitch Joel states in Six Pixels of Separation, it’s no longer how much money you invest, but how much time you spend making connections using the web’s powerful new online tools. As with any new emerging technology, the learning curve can be steep and daunting. Instead, it’s time to look within (or without, if your organization lacks the workforce or expertise). Perhaps the newbie who just started out is a secret twitter addict. Or maybe your receptionist is on Facebook all the time. It’s time to break the “don’t ask don’t tell” mentality surrounding the use of social media in workplaces. If you have the expertise on board already, make it a positive. Your ‘expert’ will most likely be glad (and flattered) to be a part of helping you implement and maintain your organization’s social media platforms.

Don’t have the personnel or knowledge within your organization? Consider partnering with a local marketing firm – one that falls in line with your non-profit’s goals and ethics. Kiwano chose to sign an exclusive, long-term partnership with the Stanley Park Ecology Society (SPES) because we wanted to help conserve and raise awareness of the natural park right in the middle of downtown Vancouver. Find marketers that share your non-profit’s passion and goals, and you’ll have a great chance for a mutually beneficial alliance.

Local or far-reaching: One of the biggest dilemmas faced by non-profit organizations is reach. Instead of expensive international advertising campaigns, social media levels the playing field as it has no restrictions on where and how you market. SPES’ social media marketing focuses on building connections within the local Vancouver community. A more nationally focused non-profit, on the other hand, can easily expand their efforts to include all of Canada – all without the costly budget of more traditional marketing techniques.

Social media is predominately a casual forum of communication, and thus is a great and low-risk way of combining marketing, networking and outreach all at once. Want to obtain more information about how your non-profit can benefit from using social media? Get in touch or check out some of these great resources below:
Building Trusting Relationships Through Social Media
Social Media for Small Businesses
Tips for Successful Social Media Time Management