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 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.
#2 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.
#3 An Easy Social Media Strategy For Non-Profits
This article covers everything from recruiting to fundraising on social media. It also shows how to analyze the demographics of your social media followers so you can better appeal to different groups.
#4 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.
#5 The Adoption & Utilization of Social Media in Non-Profits
Examines non-profit human service organizations that are using social media, particularly how and why they are doing so.
#6 Influence of Network Structure & Cultural Norms on Giving
Analyzes the network structure, countries’ prosocial norms on charitable giving, and Twitter posts and donation data from a non-profit fundraiser across 24 countries.
#7 11 Ways to Grow Your Nonprofit Social Media Followers
This article offers tips and tricks to increase your organization’s following on social media. Super simple yet effective ways to get your nonprofit noticed (and shared).
#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.
#9 How To Utilize Social Media The Right Way: For Nonprofits
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.
#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.
#11 Why Non-Profits are Easier to Endorse on Social Media
This article examines how consumers seek to signal their identity by endorsing brands on social media, particularly non-profit and charitable organizations.
#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.
#13 The Networked Nonprofit (BOOK)
The inevitability of social media driving the future of nonprofits makes development of a social media strategy essential. A sound strategy for engagement will boost awareness and engagement.
#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
#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.
