It can be overwhelming for a nonprofit to be active on all the social media channels and do them well. If this has been stressing you out as a nonprofit director, take a breath. The good news is that you do not have to show up on every single social media platform every day to raise serious money for your organization.

While every social media platform has pros and cons for nonprofits, some offer more value than others. And all of them serve a specific purpose and demographic. This means when you can articulate the purpose behind your account and the audience you want to reach, you’ll be able to maximize your impact without driving yourself crazy.

For example, nonprofits using LinkedIn effectively share their corporate partnerships, sponsorship opportunities, and recruiting board members.

Nonprofits targeting younger donors and active influencers are dancing it out on TikTok and appealing to a generation most likely to show up, volunteer, and advocate for a cause they care about deeply.

And Instagram offers the same type of customized outreach, along with some key benefits to promote your nonprofit.

Benefit #1 - Instagram is giving preference to video content right now

If your nonprofit can create fun and engaging video content, you’re likely to reach a broad audience on Instagram right now. These videos do not have to be highly produced or cost a fortune to create. Grab an iPhone, get your staff to record a day behind the scenes, a day out in the community serving with your volunteers, or your board members talking about why they give their time to help your cause.

Benefit #2 - The Link in Bio capabilities mean you can drive traffic to your website

If you’ve ever tried to use a link to your website in a Facebook post, you’ll know that tanks your organic reach. On Instagram, you cannot use links inside your captions. Instead, you must use the link in your bio. While it might sound limiting, it doesn't have to be.

Create a page on your website with links to your best content -- your blog, donation page, or impact page. Then, when your Instagram audience clicks the link, they’ll be right on your website where you want them. I always recommend using your website over a service like Linktree because you should be driving traffic to your website - not a third-party website.

Benefit #3 - Instagram influencers are uniquely positioned to share your message

Instagram influencers are doing way more than just sharing the latest trendy clothing line or teaching you how to apply your makeup. Influencers can be anyone willing to share your message with their followers.

Take Instagram influencer Sofia Bevarly, for example. Yes, she models for swimwear and lingerie brands. However, she is also an animal lover and an outspoken “Animal Hope and Wellness Foundation” supporter. She has 1.5 million followers and the power to take a nonprofit message further than any print campaign ever could.

Does this mean you need to hire an influencer? Not exactly. But it does mean that you shouldn’t write someone off without figuring out what sets their soul on fire first. You never know which famous (or nearly famous) influencer might be willing to shout your praises.

So what do you do with this information now? First, decide the purpose behind the social media platforms you’re already using. Are they generating new donors? New volunteers? Are you recruiting for board positions? Once you understand the why behind it, move on to experimenting. If you’re not currently using Instagram, create a business account and test the waters. Use your website analytics to track the traffic coming from the platform and give it a good, consistent six months before deciding if you’ll stick with it.

When you view everything through the lens of an experiment, there is no failure - only learning.

Until next time, 

Andrea

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