Nonprofits: Developing a Compelling Content Mix for Social Media



For nonprofits, social media is no longer an option but a necessity. Consider it the ultimate marketing tool–providing you with an opportunity to tell your story, engage a massive audience and get results. In fact, according to an article published by GAME, 21% of peer-to-peer fundraising is generated through social media clicks.

So how do you utilize social platforms to your organization’s advantage? Well, based on Lúgh’s experience working with nonprofits, we recommend developing a compelling content mix. If done correctly, this will capture the attention of donors and build their retention as well as maximize the engagement and shareability of your posts. In turn, it will also increase awareness, generate new leads and drive traffic to your website/donation page. Here’s how to get started…

Developing a Compelling Content Mix

An ideal content mix should remind your audience why they’re involved with your organization’s mission and express appreciation for their support. Thanking donors and communicating the immediate impact of their donations will demonstrate how crucial their support is to the organization’s success. Additionally, active social media users are always hungry for quality content that they can engage with, so sharing visuals and the latest industry happenings is another great way to build and retain a following. To that end, your content mix should include:

  • Community impact and success stories, featuring the communities and individuals that you serve. This will directly show your donors where their philanthropy is going towards.
  • Organizational updates on new programs and services.
  • Behind-the-scene looks, showcasing your team’s efforts.
  • Evergreen content that aligns with your organization’s mission.
  • Industry news and tips.
  • Graphics, images and videos — 90% of information transmitted to the brain is visual, which is why infographics and other visuals perform so well on social media. Case in point, Lúgh Studio designed engaging, culturally-relevant visuals for the Humanity for Progress initiative, an integrated marketing campaign surrounding the 2016 presidential election, which received over 1 million online impressions. We celebrated diversity and communicated their message visually, which was key to the campaign’s overall success. (You can check out all of the work we did for Humanity for Progress here.)

And don’t forgetyou can increase your visibility on social media by using hashtags and tagging your collaborators. Anything you can do to stand out in potential donors’ feeds increases your chances of receiving donations, so be social–it’ll pay off.


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