The document outlines tips for using Instagram effectively for nonprofit organizations. It discusses using Instagram to showcase an organization's work, engage constituents through photos of events and staff, and drive activities like member recruitment and fundraising. The presentation provides five key tips: use bios to share timely links, be creative with a mix of photo and video content, write compelling captions that tell stories, boost visibility with hashtags, and leverage Instagram stories to engage followers. The overarching message is that nonprofits can build buzz among young members and constituents by bringing their mission to life on Instagram.

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5 Ways to Build Buzz with
Young Members on
Instagram
Presented By: Amanda Myers
Non-profit Research Expert

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Sonia Khosla
Marketing Programs Manager
Stephen Rowlinson
Customer Success Coach
Your Wild Apricot Hosts

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We will email you a link to a recording
of this webinar.
See more webinars: www.wildapricot.com/academy

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12 years old!
50,000 Membership Managers Use Wild Apricot Everyday!

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#1 Membership Management Software Provider

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Amanda Myers
Non-profit Research
Expert
Your Presenter

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Insta-ready!
Top 5 tips to take your ‘Gram game to the next level!
September 24, 2019
Insta-ready!
Top 5 tips to take your ‘Gram game to the next level!
September 24, 2019

9. 8/27/2018 | 9© 2018 Personify Inc. All information is confidential.
Amanda Myers
Director, Product Growth
amyers@personifycorp.com

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A picture is worth a
thousand words

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Why use Instagram?
Free Easy!
Its where your
constituents
are…

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[CELLRANGE]
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Veryeffective
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[CELLRANGE]
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[CELLRANGE]
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20%
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Doing it for the ‘Gram
1 billion monthly active users
71% under the age of 35
59% between the ages of 18-29
40 billion photos posted to date
~3.5 billion likes daily

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How much time do users spend on
Instagram per day?
A) 8 minutes
B) 32 minutes
C) 1 hour 23 minutes

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Doing it for the ‘Gram
60% of users log in each day
People under the age of 25 spend an
average of 32 minutes on the app per
day. That’s more time than most people
spend showering, eating, or doing other
daily activities!
Instagram has a 2.2% per-follower
interaction rate. That beats the other
social networks – including Facebook
with its 0.22% rate.

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How are
organizations using
Instagram?

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Your organization in action
• Pictures of staff, board
members in action
• Leadership feels less
intimidating, more
accessible
• Can make your
association feel smaller
and more intimate
• Member or donor “take
over” builds credibility,
strengthens relationships,
creates context (for

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Timely reminders
• Visual CTA for members
about deadlines like:
• Event registration
• Dues
• Fundraising deadlines
• Happy Hour!
• CTAs are essential if you
want to convert your
social media presence
into action

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Reinforce your value
• Use Instagram to educate
the public, reinforcing the
value of your
profession/industry, and/or
increasing the awareness
of your impact in
supporting your cause
• Extend your fundraising or
volunteer involvement
goals by asking for
support….
• ….but never
underestimate the value
of a thank you!

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Drive non-dues revenue
• Posting event-related
photos extends the
reach to members who
were unable to attend
• Shows off your event to
potential members,
attendees or sponsors
• Makes it accessible and
grabs the attention of
those who may not have
considered attending
otherwise!

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Engage! Engage! Engage!
Frequently visiting your follower’s
accounts, liking and
commenting on their photos will
make your supporters feel valued
and recognized.
Access to User Generated
Content
Share your supporters’ videos,
photos and more on your profile.
This increases trust and credibility
amongst your other followers.
People trust people more than
they trust brands, even if they’re
nonprofit.

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Before you get started…
Please – please - think about the big picture
(even just a little)
Who are you trying to reach?
What should your content say about you?
What is your ultimate goal?

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Top 5 tips for Instagramp 5
tips for Instagram
© 2019 Personify Inc. All information is confidential. 9/24/2019 | 25

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Breakout bios
• Get creative with the links
you place in your bio
section and don’t be
afraid to change them
out!
• Highlight new blog
content
• Point to a new campaign
• Share registration for an
upcoming event
• In your captions or stories,
you should also direct
readers to the “link in bio”
to create added visibility

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Creative content
• Photos and static images are a
great place to start
• Out of ideas? Dig into your
archive for #ThrowbackThursday
• Create text images to emphasize
calls to action
• Consider your Instagram media mix
• Instagram’s photos get 36 percent
more likes than its videos
• *BUT* videos gain more comments
than photos.
• Video posts receive 38% more
engagement than image posts,
and 2.1x the amount of
comments.
• Aim to keep your videos
between 15 and 30 seconds and
don’t forget your caption!

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Compelling captions
• Instagram captions can range
anywhere from short and sweet to
longer, in-depth stories (Instagram
captions can be as long as 2200
characters).
• Start your captions with important
details. After 3-4 lines of text, Instagram
captions are truncated (shortened).
• Mention other users and use relevant
hashtags (specific to your audience
and their interests).
• End with a clear call to action:
• Click the link in your bio
• Join
• Answering a question
• Tagging a friend
• Using your organization’s hashtag

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What do experts suggest is the
“right” number of hashtags?
A) Zero
B) 5
C) 30….use the max number!

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High-Impact hashtags
• Instagram posts with at
least one hashtag get 12.6
%more engagement than
posts without one.
• Max hashtags for your
caption: 30
• You can add another 30
in the first comment of
your post
• Best practice: 5 or 6
• Use this to your advantage
and add relevant
hashtags to your post.

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• Hashtag ideas:
• Keep it simple and to the point by using your name
• Use hashtags for your organization’s area of focus or mission
#ecoliving #endcancer #nextgennursing
• Create a hashtag for your campaign (try to keep it short and
make sure it includes your nonprofits’ name), then
• Save your hashtags into a note on your mobile device, so you
don’t have to type them all every time.
• Ask your followers to take pictures using your branded
hashtags and following your instructions on what images you
want….
• …and regularly engage with hashtags that you yourself use
by commenting on other’s posts.

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Super stories
Snapchat-like feature that creates
photo and video sequences that
disappear 24 hours after being
posted
Real-time, highly credible and
authentic way to:
• Update your followers
• Share ‘behind-the-scenes’ from
events, community impact or
even just daily life at your
organization
• Hold challenges or contests
• Shout out followers

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Super Stories
Take your stories to the next level with:
• Hashtags
• Adding your location
• Using Polls (A/B and Slider);
• Including links
• Using GIFs
• Amplifying the mood with music
• Reposting other user’s Stories in which you’re mentioned
(And don’t forget about Instagram Story Highlights!)

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Wrap-Up
© 2019 Personify Inc. All information is confidential. 9/24/2019 | 34

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Ideas for Using Instagram
• Showcase your organization in action!
• Humanize your staff
• Make your organization accessible
• Illustrate the impact of your activities
• Share timely reminders
• Reinforce your value
• ”Day in the life” of members is great for existing and
prospective constituents
• Drive non-dues revenue
• Showcase your events!
• Engage constituents

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Top 5 tips for Instagram
• Take your Instagram usage to the next level!
• Make the most of bios by including timely links that you
refer to in captions and stories
• Get creative with your content with a mix of static images
and videos
• Use compelling captions not only show the story but to
TELL the story too
• Drive visibility with hashtags
• Amplify your stories!
• Get constituents involved
• Accessorize with stickers, polls, locations and more

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Questions?
© 2019 Personify Inc. All information is confidential. 9/24/2019 | 37

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5 Ways to Build Buzz
with Young Members on
Instagram
Presented By: Amanda Myers
Non-profit Research Expert

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wildapricot.com/academy
Wild Apricot Academy

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#1 Membership Management Software Provider

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