The audience for your nonprofit’s message is right there, waiting for you on social media. You want your organization’s message to reach its audience, but it can be hard to be heard over the crowd. And no wonder, given that more than 500 million tweets fly across Twitter each day and more than 5 billion bits of content are posted on Facebook daily. How do you get your message across in a way that resonates with the social media audience? Take a look at three vital types for standing out and being noticed, whether you’re pursuing social action or nonprofit funding.
Target Your Audience
There’s a great temptation to want to go viral with your nonprofit’s message, but chasing that dream can lead to disappointing results. Yes, it’s true that social media platforms give you access to an audience of millions. Paradoxically, however, the best way to make use of social media is to focus on a small, targeted audience. You can determine who that audience should be by focusing on your organization’s goals. As part of your nonprofit marketing plan, pin down the niches in which your targeted audience members reside, focusing on basic information including socioeconomic background, commitment to your cause or others similar to it, interests, and even such demographic data as age and location. By targeting carefully, you can direct your message at people who will actually read it rather than scrolling by without even noticing.
Add Value to Your Audience’s Lives
If you’re just promoting your organization, your target audience may find their eyes glazing over as they scroll past your posts or tweets. Instead, with each post or upload, focus on what you can bring to your readers’ lives that makes their day better or more interesting. Find ways to link your posts to the day’s news, or point out community events and updates that they’ll want to know about. Give them helpful advice in ways that solve problems for them. You can also add to their lives by being funny or entertaining, so feel free to create or pass along content that they’re likely to enjoy, just to get them into the habit of thinking that your posts are always worth reading. Take the time to craft standout posts, and keep them brief, relevant and helpful.
Repeat Your Message Consistently
Once you know what your message is, you need to stick to it, repeating it over and over. While you may feel that you’re getting boring, remember advertising’s famous Rule of 7: Your audience needs to see a message an average of seven times before responding. That means that rather than coming up with new messages every day, you’re really trying to rephrase the same message in new, interesting ways. All this fine-tuning helps you capture that targeted audience you’re trying to reach.
Consider laying out just how you’ll repeat your message as you begin planning your social media posts. Perhaps you’ll start by raising an issue to which you want your audience to respond. You can follow up by proposing a means of taking action, whether it be making a donation or signing a petition, and then follow up further by providing resources for further information or sharing the news of how your nonprofit is making a difference. Each time you post, you’re sending a consistent message, but you’re approaching the issue from different angles to keep that targeted audience interested. By micro-targeting your audience and conveying a clear, consistent message that adds value to their lives, you can grow your nonprofit’s presence on social media.