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15 Articles On How Nonprofits Benefit From Using Social Media


In a world where nearly everyone is online, it’s crucial for organizations to “keep up with the times” and make the most of online communication. With digital users spending an average of 2.5 hours on social media every day, having a strong social media presence has become a priority for organizations to get their message across. In the non-profit world, gaining attention organically instead of spending money on sponsored posts is incredibly important.

This list is a compilation of 15 articles that give advice on how to grow a social media following for nonprofit groups. Spend less money on ads, and raise more money for your organization – with the power of social media. You can vote below on which articles you feel are the most helpful, and this list will rearrange accordingly.

#1 How Non-profit Organizations Gain Attention on Social Media

Explores how non-profit organizations can gain attention amid the noisy social media environment through analyzing engagement, likes, and shares. Also examines the impact of the size of an organization's network, frequency of posts, and number of conversations it joins.

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#4 A Content Analysis Of Nonprofit Organizations’ Twitter Updates

Despite current communications research that advocates for dialogic, or two-way symmetrical communication, many nonprofits are still using one-way communication and simply posting organizational updates on social media. To better engage potential publics, nonprofit organizations should employ a two-way symmetrical model of communication on social media platforms.

Image from: https://publicdomainphotography.com/gallery/Magnifying-Glass-Keyword-Jigsaw-Free-Stock-Images/979/page10/

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#5 Low Budget? No Problem

This is a guide to increasing awareness and engagement for nonprofits on social media. Algorithms on social media can sometimes prevent organizations from being seen, unless they are paying for ads. This offers a way around that problem, with organic reach.

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#8 7 Social Media Trends Nonprofits Are Eating Up

Included in this article is a list of the most used social media sites, and the number of monthly active users on each one. It discusses the most (current) effective ways organizations are getting big attention; including partnering with influencers and posting Instagram stories.

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#9 How To Utilize Social Media The Right Way: For Nonprofits

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This covers the "'Seven C's" of social media and how to build on your organization's identity. It also includes links to other social media resources and data.

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#10 Movember: Twitter Conversations of a Hairy Social Movement

Movember is an annual month long celebration of the mustache, also commonly referred to as "No Shave November". This article looks into how this has been turned into a fundraising event for non-profit organizations and specifically promoted on social media.

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#11 How Social Media Strategies Impact Word-of-Mouth and Donation

This article examines the perceived trust and satisfaction of non-profit organizations' social media strategies and how that impacts the intent to donate to a non-profit as well as the organization's electronic word-of-mouth reputation and transmission.

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#12 Social Media Use in Public and Nonprofit Human Services

Authors find that nonprofits in the human services sector “either had a narrow view of social media’s potential value or lacked a long-term vision” (p. 655). Also discussed are the reasons organizations do not engage on social media platforms and present that barriers may include privacy concerns and institutional access.

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#14 Engaging Stakeholders Through Twitter

A good deal of organizational PR work happens on Twitter in the modern social media era. Authors examine how Twitter functions like “following behavior, hyperlinks, hashtags, public messages, and retweets” (p. 313) affect public engagement in nonprofit organizations

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#15 How Nonprofit Organizations Use Social Media

Researchers examine U.S. based nonprofits to discover how organizations use social media. Authors conclude it is to provide information, build a community, and inspire action through the two-way dialogue social media platforms offer.

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