How to Create the B.E.S.T. Content for Social Media
Create the B.E.S.T. Content Possible
Very rarely is there specific advice for what is and isn't great content that will effectively engage your followers. This is because every Nonprofit (and every company for that matter) is inherently different. So, instead of giving you specifics, we've outlined a foundational approach that you can think of any time you're looking to create content for your organization. We hope these 4 pillars will help you deliver appealing content to your audience!
When people see your post, is it going to be something beneficial to them OR is it just marketing? They should WANT to read your posts and not be inundated with "ASKS" for donations before they even know if they want to support your organization.
Is your post going to galvanize someone to perform an action that you want (Share the post, Like the Post, or lead to a Donor sign-up)? Not every post has to be an "Ask", but all of your posts should be compelling and potentially engaging at some level.
Is what you're posting in line with your goals & missions as a Nonprofit? The majority of your posts should be strategic in nature, whether that's telling a compelling story to build support, asking for support, or creating awareness for your campaign.
Who is your audience? What motivates them to follow your cause and ultimately donate? Make sure you're targeting the right people and have a good understanding of what certain demographics are looking for in terms of your content.
““56% of individuals who follow nonprofits on mobile and social networks take further action, the #1 action being making a donation, after they have read a compelling story published by a nonprofit”
— Waggener Edstrom: Digital Persuasion Report
So, always remember, it's to have a balance between asking for support and engaging with your audience when it comes to Nonprofit marketing. If you cultivate a supportive following and give them motivation to take further action, they will do so a majority of the time without you even asking. Instead of TELLING them to Donate aka "What to do", give them a compelling story to invigorate them to the point of wanting to part of that story, and then just show them "How they can contribute".