◼Who is your audience?
◼What platforms best suit the
◼Focus on 2-3 primary platforms
◼(Make sure website is in top shape before
starting any social media)
◼How do you do much in little time?
◼What voice/vibe/energy suits the non-
profit you are branding?
1. Know your audience & add value
2. Be responsive, authentic & open
3. Build trust -- do what you say you’ll do
4. Build relationships & community (online & in
5. Be professional & transparent (work vs.
6. Be a safe risk-taker
7. Best social media is done live & in real time.
• Reach a new audience
• Engage with donors & those you serve
• Improve visibility, image, reach more people in
• Do more with limited resources
• Improve website traffic & engagement
• Improve communication, trust/credibility
• Encourage sharing (photos, video, links, stories)
• Build (a supportive) community
• Raise awareness
◼Take time to build relationships
◼Reward your followers (with good,
valuable content, and occasional perks or
◼Invest time in social media every day
◼Are strategic & thoughtful
*Tip: Use email newsletter to promote
social media channels and your blog!
Facebook algorithm strongly favors video. This video “slideshow”
got nearly 30K views, with 100% completion.
◼ Encourage Facebook
◼ Encourage volunteers,
members, clients, etc.,
to post photos.
◼ Ask questions in posts
◼ Use Facebook Events
for greater reach
◼ Save hashtags for
Twitter or Instagram
◼ Use custom Bit.ly links
or delete link after it
The number one mistake your
Nonprofit pages are making is not
engaging with people who write on
their wall, offer them a review, or
◼ Fill out page info (website, address, hours, etc.)
◼ Include a photo or video on every post, even those with links.
All post photos should be square or horizontal. CANVA.com
◼ Space posts at least 4+ hours apart, but post 1 per day is ideal
for most organizations, or 1 post every 2 days is OK.
◼ Tag organizations using “@”
◼ Use @ & “reply” button to reply individually on thread
◼ Use Facebook “Notes”
◼ Use a “Facebook Team” if you have multiple stories,
departments, or capable volunteers
◼ Check your “Insights” or analytics & adjust strategy
◼ Preschedule posts when needed, send link for review
• Connect with like-minded organizations
• Connect with individual reporters
• Engage in the conversation
• Always Include LINKS & IMAGES!
• Ideal Twitter is image is 1024 x 512 pixels.
For Twitter: Use Hashtags to follow threads of
interest, ie. : #RVA #VA #FXBG #NOVA
Topics, ie. #Playoutdoors #Garden #ECE #Kids
#Autism #RVAart #ShopLocal
More best practices: http://bit.ly/TwitterBESt
Look at your Twitter Analytics:
Video!!! (& still photos)
Live in real time
Contests to increase
User Generated content
Hashtags to increase
viewing & connect with the
Partner for an Instagram
• Instagram is all about capturing a
• New algorithm favors video
• Use stellar photos
• Live in real time
• Use contests to increase
• #Repost user-generated content
• Use contest to drive content,
engagement and buzz
• Hashtags to increase views & help
connect you with the right
• Partner with others for an
• Build relationships
• Reward fans & visitors
A Snapshot of Dominion GardenFest of Lights via Fans
Contests: A Few Ideas
◼ Partner with other nonprofits for prizes, tag them &
cross-promote on social media.
◼ Choose a short & memorable hashtag; vet it.
◼ Make sure you have a “rules” page with a
disclaimer allowing use of images for promotional
◼Use onsite signage to promote contest with
Instagram logo & hashtag .
◼Search for relevant photos that might be good
entries & tell them about the contest. Despite all the
signs, and promotion, some don’t know about it.
◼Rule No. 1: Add Value
◼Rule No. 2: Drive Traffic (to your own
webpage & to other reputable pages)
◼Don’t pin any photo without checking it
out the link.
◼Create new content on your blog (for the
purpose of pinning)
◼Highly visual (photos & infographics)
• Use Wordpress
• Link to partners & like-
• Build ambassadors for
• Support your
• Use tagging to help SEO
• Recycle & Cross-post
• Use categories to make
• Allow people to subscribe via email
• Tell your story
• Create “Pinable” content that drives traffic to your website
• Share blog posts on other social media -- recycle content
• Share your legacy (acts as a history of your nonprofit)
• Content re-appears is reusable (unlike Facebook)
How Do You Create Compelling Blog Content?
◼Write to your Best Friend
◼Tie into Current Events & Hot Topics
◼Image or Infographic Heavy. Light Text.
◼Ask your Readers What They Want to Know
◼Ask your Front-line Staff What Questions They Get
◼Q&A or Take 5 (New staff, Board Members, Volunteers, Etc.)
◼Do a “Top10” Post
*Recapping your best posts
*Featuring the best blogs or posts in your industry
◼Guest Bloggers (Clients, Volunteers, Constituents, Donors)
◼Be an Expert!
◼Recap (Year in Review, Community Kitchen Garden Recap)
◼Tell Your Personal Story
◼Share the <3
You must check in on social media at least
every 24 hours, more is better
*At least 1-3 Tweets a day
*At least 1 Facebook every 2 days (including weekends)
*At least 1-2 blog posts a week (You can use on
*Regular attention to any platform you are on
*Responsive & active engagement with those who
comment & interact on your page
◼Social Media is not a direct ask tool for
▪ Set Guidelines (ie transparency)
▪ Identify social media team
▪ Go over policy with employees in person, answer
questions. Provide written copy & have them sign
when they read/accept it. Post on web, handbook, &
on social platforms
▪ Focus on what staff can do…… not what they can’t
▪ Consider legal issues. Chris Fortier & PRSARVA
have a great presentation on this:
▪ * email me if you’d like a copy of the Garden’s 1-page
social media policy.
▪ Great resource: http://www.nptechforgood.com/