THE NONPROFIT SOCIAL MEDIA TOOLKIT
Don't just be on social media. Be successful on social media. We’ll explore using social media for branding, deep engagement, and fundraising. We’ll also outline how you can integrate and manage social media within a campaign and discuss how to measure your social media impact.
Sound policies will also be important to your social media strategy—we'll show you how to clearly articulate what content is acceptable and how you should communicate with constituents through social media platforms.
Through participation in this course, you will:
- Create and reinforce your organization's brand using social media.
- Learn about strategies for engaging supporters and motivating them to act.
- Learn how social media tools can work together to create an integrated campaign that promotes brands and causes through multiple channels.
- Begin the process of creating a social media policy for your organization.
- Learn how to use social media for fundraising.
- Discover tools to measure social media efforts and learn to make this task effective and manageable.
- Design a social media strategy.
Session 1: Branding Through Social Media
We’ll kick off with the concept of branding through the lens of social media. We’ll take a detailed look at creating, refining, and managing your brand message and personality.
Session 2: Getting Beyond the Like - Using Social Media to Cultivate Deeper Commitment
People “like” you on Facebook, but what is that doing to support your organization’s bottom line? We’ll talk critically about how to move constituents up the engagement ladder from a simple “like” to tangible results.
Session 3: Integrating Social Media Channels (and Other Communications)
Communications don’t exist in a vacuum. You need to consider not only how your different social media channels work together, but also how messaging stays consistent across other online channels, such as email and websites, and offline channels such as direct mail, general press, and advertisements.
Session 4: Getting Started with Social Media Fundraising
Social media may be good for sharing photos or important new stories, but can it really help you raise money? We’ll outline how social media can bolster your fundraising efforts and look at a few organizations that have had success fundraising through social media.
Session 5: Measuring Your Social Media Efforts & Creating a Social Media Policy
What happens when your posts go out? How do you know that the time you’re putting into social media is worth it? We’ll walk through the basic social media stats. We’ll also discuss the tools that can help you gather data, analyze your strategy, strengthen what works, and change what doesn’t. The process of creating a social media policy can help your organization engage in important discussions that will strengthen your culture and better position you to take advantage of tools and opportunities. We'll explore why the process (not just the product) is important, how to make these conversations productive and strategic, and why a social media policy is an important milestone of digital maturity.
Session 6: Paid Social Media & Advertising
In this final session, we'll review the different common goals that an organization is likely trying to achieve, and how a social media paid strategy can help you achieve them in a cost-efficient way. You'll learn the different types of ads on each platform, how to set them up, and examples of successful campaigns.
This course will help:
- Social media managers
- Fundraisers & Development staff
- Marketing & Communications staff
- Public Relations staff
About the Presenter
Kimberly Sanberg helps nonprofits to fundraise, engage supporters, build awareness, and achieve their goals with strategic digital marketing and communications, including social media, website strategy, advertising, and email.
As a CAE Approved Provider educational program related to the CAE exam content outline, this course may be applied for 9 credits toward your CAE application or renewal professional development requirements.