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COVID-19 has revealed a need for nonprofit organizations to have adequate resources for social media use to build and retain their audiences. As states around the country have limited in-person gatherings and implemented stay-at-home orders, many organizations have found digital engagement to be the remaining way to push their agenda and retain the audiences they previously built in person.
Refresh Your Agency Summary
Your mission statement is at the core of your nonprofit's brand. It communicates why you do what you do and how you're going to do it. Making this information fresh and clear introduces the public to who you are and helps them make a connection with your organization before interacting with you. (1)
Your mission, vision, and values should be clear to your audience.
Understand the voice that your agency provides.
Audit Your Content
Your content should be consistent with your organization's mission, vision, and values. This reinforces your organization's identity and its appeal to your audience. Also, knowing what worked well and what did not helps you to build more successful targeted posts and campaigns.
What posts measured well with which demographic groups? Which did not?
Does your content from previous posts still fit your brand during the COVID19 pandemic?
Target Your Audience
Knowing who you are targeting helps you to better engage with them on social media. It will also help you to identify the kinds of people you might be able to attract in the future. (2) Another way to gain this insight is by researching similar organizations and seeing who follows them online and how they interact with their content.
Your team should identify the "target persona" that you are trying to reach.
Who are the stakeholders? Pay special attention to age, location, gender, goals, objections, and brand support of your target.
Here is one example of building a target persona, identifying targeted genders, ages, and potential competitors with a company brand.
This graphic also identifies competition within the sector - who are you competing with for the energy of the audience you are trying to target? Are you researching the competition's social media activity so that your posts don't get missed?
As more nonprofits have navigated to online engagement strategies, the need to build an engaged audience of new (and repeat) followers ensures that you are able to build a successful clientele.
REFERENCES:
Varesco, L. (2020, February 20). Why your organization needs a social media mission statement (and how to write one). Retrieved November 3, 2020 from https://medium.com/@lsvdesign/why-your-organization-needs-a-social-media-mission-statement-and-how-to-write-one-a28628e37eb6
Izmailova, S. (2020, February 21). Nonprofits, You Need a Social Media Presence: Here's Why. Retrieved November 15, 2020
from https://learn.g2.com/nonprofit-social-media-presence
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