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Social Media Strategies for Nonprofits
November 2011 | Volume 9 Issue 11
When communicating through social media, nonprofits face all the same challenges for-profits do, as well as a few unique challenges all their own. Nonprofits must determine the best ways to use their limited funds and resources so that their messages stand out amid the clamor online. In this issue of CW Bulletin, our experts reveal social media strategies tailored for nonprofits to help them effectively engage with their audiences as well as raise awareness and funds.
Natasha Nicholson
Executive Editor
Amanda Aiello Beck
Managing Editor |
Features
GETTING STARTED IN SOCIAL MEDIA
by Helene Solomon
Many of today's nonprofits are struggling with the details of getting a social media program up and running. For many, the primary concern is lack of funding. But nonprofits also share many of the social media concerns for-profits struggle with, such has how to convince leadership it's neccessary and how to tell if a campaign has been effective.
For most nonprofits, success in social media won't happen overnight. It takes preparation, patience and persistence.
SOCIAL MEDIA FUNDAMENTALS
by James Howe
While many of us are now used to living in a social media world, many small to mid-sized charities and nonprofits are just getting their heads around what social media is and how to use it. Nonprofits tend to focus their limited staff and resources on carrying out the organization’s mission. However, there is a growing desire among those working at nonprofits to learn how to work the new tools available and how to add them to their organization’s communication mix.
QR CODES FOR NONPROFITS
by Tara Mogan Bourgeois, ABC
For nonprofits strapped for funds and resources, the Quick Response (QR) code provides an easy, quick and effective means for communicating information to supporters as well as raising funds. Easy to create and insert in communications, QR codes can give nonprofits numerous competitive advantages when it comes to engaging with their audiences via social media.
Columns
Communication that Supports Leadership
by Thomas J. Lee
Credibility gaps often bedevil corporate communication, especially around issues of leadership and change. These glaring gaps often undermine critical messages. They can doom otherwise splendid leadership and the communication that supports it. The first and greatest casualty is often employee engagement.
As leaders and as communication advisers to leaders, we have in our hands the power to narrow and perhaps even close these critical gaps. Alas, we also have the power to do precisely the opposite: to widen the gaps even further.
Early Lessons for CEOs from the Occupy Wall Street Movement
by Jeremy Henderson
All CEOs, not just those on Wall Street, or those who have employees involved in the movement, would do well to listen to some of the messages from Occupy Wall Street protesters concerning how corporations and their leaders regard employees. Even in today’s fluctuating, highly competitive and fast-moving economic market, CEOs can still choose to engage their workforce in authentic and meaningful ways.
- "2009 Susan G. Komen Global Race for the Cure," Susan G. Komen for the Cure
- "Party with a Cause," Si.mobil d.d.
- "WRC Challenges Men to Walk a Mile in Her Shoes," Environics Communications Inc. for the White Ribbon Campaign
Communication in the News
Related Resources provides additional articles and resources for understanding this month's topic of social media strategies for nonprofits. You can also find some of these links alongside each corresponding feature article for quick reference. Links include:
- "Twitter Tips for Successful Fundraising," by Rosita Cortez
- "5 Tips for Nonprofits Exploring Social Media," by Laura Nguyen
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This issue sponsored by:
Translate insight into communication impact
Northeastern University’s Master of Science in Corporate and Organizational Communication provides you with the skills necessary to develop, manage, and deliver global communications. Available in two formats: intensive 12-month online or “at your own pace” (online or hybrid) for maximum flexibility and work, life, learning balance.
For more information, visit www.northeastern.edu/cps/mscorporg.
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