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Three Ways to Increase Your Nonprofit's Social Media Engagement

by Elaine Fogel  |  
February 13, 2014

Your nonprofit uses social media marketing to reach its various audiences, right? So, how's it going? Wish you could acquire and engage more supporters?

No matter how big or small, your nonprofit can improve its social media results by doing the following three things.

1. Develop a social media marketing strategy

Nonprofits that engage in social media marketing without a strategy are at a major disadvantage. Without a strategy in place, your team is likely barking up the wrong social media platforms.

And let's take this one step further... Nonprofits that engage in social media marketing without an overarching organizational marketing strategy are at an even bigger disadvantage! That's like the insurance commercial in which the motorcyclist made of money loses bills everywhere he drives.

Your organization may be wasting valuable dollars scattering its marketing money around, hoping that something will work. And since social media is so popular, many are doing it without defining their objectives.

All that is not to say that you have to stop everything until you have a plan in place. Develop your plan, and then—to meet your nonprofit's strategic marketing goals—tweak or revise the tactics you've been using.

2. Discover what's in it for them

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Elaine Fogel is president and CMO of Solutions Marketing & Consulting LLC, and a marketing and branding thought leader, speaker, writer, and MarketingProfs contributor. She is the author of the Beyond Your Logo: 7 Brand Ideas That Matter Most for Small Business Success.

LinkedIn: Elaine Fogel

Twitter: @Elaine_Fogel

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  • by Jack Irving Thu Feb 13, 2014 via web

    The ability to synchronize your efforts; 1, all of the on-line, social, mobile and a vehicle to ensure consistent delivery of whatever strategy is in place, and 2, marrying all of the promotion and marketing efforts, whether on-line (including e-mail and SMS) or off-line (i.e. direct mail, newsletters, events, etc.) to this synchronized social/mobile/digital environment is key to actually executing the strategy. And, last, having a platform that allows for a resource friendly and economically responsible effort. You can't build a strategy unless you know you'll have tools to be able to execute it. A synchronized social/mobile/digital environment creates more reach, more leverage and more viability for those efforts. And, as a result, amplifies all the marketing efforts for maximum impact.

  • by Wheeldo Thu Feb 13, 2014 via web

    As another idea we would like to propose innovative content that guarantees the engagement and it is by using games. The games can be customized and your audience participates in order to win the prize, by answering the questions regarding your non-profit or a topic you like.

  • by Sarah Bauer Thu Feb 13, 2014 via web

    I like these ideas because once the strategy is in place, the maintenance can still be managed on a volunteer basis (there might be multiple people switching off social media duties). It's important to consider the resource/labour constraints of marketing a non-profit.

    Sarah Bauer
    Navigator Multimedia

  • by Elaine Fogel Mon Feb 24, 2014 via web

    Sorry for the delayed reply.
    @Jack: I agree that all multichannel marketing efforts must be aligned.

    @Wheeldo: Interesting concept - one I realize is gaining popularity.

    @Sarah: You're 100% correct. Once a strategy is in place, nonprofits must use any appropriate resources they can to maintain their presence.

    Thanks for your comments!!

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