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The Ultimate Guide to Social Media Marketing for Charities and Nonprofits

If you’re in charge of the social media strategy for a charity or nonprofit organisation, you may well have thought some or all of these at some point:

● I spend so much time working on our social media accounts but I’m seeing little or no return

It’s hard to find new donors these days, I think we might need to look at social media

● Other charities are using social really well, but I just don’t know where to start

I’ve tried boosting posts on Facebook but I don’t seem to get much return

● Google and Facebook Ads look great, but I just don’t have the budget for them

If any of those ring a bell, don’t panic. Our simple, practical, achievable framework will take you from feeling hopeful but not knowing where to start, to having a social media marketing plan that generates consistent content and results!

We’ll guide you through concepts like the customer funnel and retargeting, show you how to repurpose your content, and give you a tip that’s literally worth thousands of pounds every month.

OK, let’s get started!

🤨 Paid or free social media advertising??? 🤨

You might be worrying about whether you need to pay for social media advertising or if you can get results without spending. The truth is that there are pros and cons to either side.

Organic social media

Organic social media is what everyone thinks of when you talk about ‘social media’. It’s where you post content and engage with followers, but don’t spend money on ads or boosting.

The good news is that this is generally free, although you might have some associated costs for design software like Canva or schedulers like Buffer. But do bear in mind that organic social media does have an opportunity cost in terms of time. You really need to be engaging with your audience at the most popular times, and this job could fall to you or your volunteers.

Organic social media is generally slow to gain traction and you’ll probably only reach around 2-10% of your audience. You won’t have much control over this and your success isn’t guaranteed.

Let’s face it, all it takes is one sunny day in the UK and suddenly nobody is spending time on social media!

But organic social media for charities can be really useful for educating and entertaining your audience, and sharing your journey. Use it as a way to test new ideas and see what works with your audience. What images and words do they respond well to?

Don’t take it too seriously, be playful and have some fun with it. There’s still room for planning and designing organic social media, but try not to make it feel too curated. The worst case scenarios are either that no one sees your content, or that it doesn’t fit your brand - and you can always hit delete!

So stop stressing over how your Instagram grid looks - no one really cares except you!

That should give you the freedom to relax a bit...

Social Media Advertising

The other side of the coin is paid social media advertising. You can start with paid ads from as little as £1 per day, and scale it up to whatever budget you have available.