Social Media Strategy for Nonprofit Leaders

A well-developed social media strategy can ensure that nonprofit organizations can maintain engagement with their stakeholders no matter the circumstance.

The COVID-19 pandemic has highlighted key areas in which nonprofits can improve in their use of social media, particularly in regards to fundraising and risk management. Due to the health risks related to hosting large in-person events, nonprofits have made an unexpected shift toward efforts that engage their stakeholders without physical interaction. We’ve seen this through the rising number of e-mail blasts, virtual events, and more. While this shift has not been easy for most nonprofits, donors and fundraisers appreciate the convenience of the fundraising experience being tailored to meet them where they are.

Since March 2020, at the beginning of the COVID19 pandemic, Facebook fundraisers raised over two billion dollars, and Twitch creators raised over $115 million for various charities, all from the comfort of home. A key factor in the success of such fundraisers is the social media presence of the nonprofits benefiting from these virtual activities.

Many nonprofits, however, did not develop a comprehensive social media strategy to maintain stakeholder engagement until the height of the pandemic. This website aims to serve as a resource for nonprofits developing their strategies with emphasis placed on building an audience, goals, and brand.