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Small Non-Profits and Social Media

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           The Pew Research Center estimates that as of 2018, “…69% of the [American] public [uses] some type of social media”. With all this traffic, social media has become a platform where any person or group can publicize themselves and find a dedicated following. Several have taken note of this, including philanthropic organizations. The Bill Gates Foundation, Make-a-Wish, and Teach for America are just a few non-profits that receive thousands of likes and shares a day. Granted these are household names, but if they can find success then so can small, local charities. However, I have taken note that some of these small-time charities, despite having great causes and a social media platform, have a very small online audience. Why is that?
            This question came into my head, and maybe yours too, when I began to look into the charities assigned to my group for the $10,000 class donation selection. One prominent example of a non-profit with a good cause that has a small following is the Nanticoke Valley Historical Society. The organization preserves historic sites of the town of Maine for all to see and learn about. They provide their community with a connection to and education of the past; yet, despite the good work they do, they only have 250 followers on Facebook.
            I was curious to see if there was anyway for the organization to improve their following and eventually found out about the Small Charities Coalition. Their website contains a “help and advice” section that aids nonprofits on topics such as fundraising, insurance, and social media. They recommend nonprofits to study what audience they wish to reach, interact frequently with their followers, constantly monitor their own social media activity plus statistics, and much more. These are things that the society, and other small non-profits, need to do if they wish to secure a large, dedicated audience of supporters.






Comments

  1. Francesca SpinelliFebruary 11, 2019 at 4:01 PM

    I found this to be a really interesting post. In today's society, social media is a central aspect of daily life. People have access to social media from every device imaginable. To adapt to this, businesses have begun using social media to promote themselves in a variety of ways. Whether it be to post new products, share a menu or to advertise a special, they are using social media in a way that people will remember them. I think it is smart that nonprofits are taking similar initiatives to promote themselves. I found it specifically interesting that there is a website available to help smaller nonprofits, like the organization you mentioned, promote themselves better on social media.

    Of the advice mentioned, I do believe that it is important for non-profits to know their audience, particularly their target audience. One of the key characteristics of defining a target audience is age. While it may be true that the younger generation is generally more immersed in social media, older generations are gradually becoming more accustomed to the realm of social media. Take facebook for example, what was once considered a social hub for teenagers has gradually become a social media platform for individuals of all ages. According to the PEW research center, 79% of people between the ages of 30 and 49 have a facebook page. In addition, about 40% of people over the age 65 now have a facebook page. While this number may seem relatively smaller, it has doubled over the last 7 years. This in mind, organizations who attract these demographics may want to consider developing a facebook page as a form of advertisement.

    All in all, it is important that nonprofits are utilizing social media in a way that attracts their main age demographic. Organizations should become familiar with the types of followers they have and use that information to attract people of similar demographics. Organizations can gather information by following users who fall into these demographics, or analyzing reactions and liked pages of those who already follow them. The more information an organization is able to gather about their demographic, the better they will know how to post or advertise to their audience. Similar to your statement, I believe doing so can help gain support for their cause.

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  2. AnonymousFebruary 13, 2019 at 8:45 PM

    Hi Anthony,

    I found your post interesting and I think it brings up a good point. Social media is incredibly prevalent in society today. Social media seems like it would be an easy tool for small nonprofits to use, in order to grow their organizations. I too think it is a shame that some of these organizations have such good causes, yet go unnoticed. I think one possible answer to your question could be that the smaller nonprofits simply do not have the resources or manpower to create or grow their social media. Potentially, I think that the smaller organizations may have other more important expenses to deal with first, and social media is not high up on their list. I also think that the smaller organizations may not see the importance in social media. The organizations may not realize how impactful a tool it can be if used properly.

    I agree with you that having a sound social media platform is vital for the growth of an organization. I think that by doing so, and organization can expand their supporters and spread their message to a greater audience. However, I also think that another important facet of social media is the ability to fundraise and get donations through it and other crowdfunding websites. Being able to get money from around the world or even the country can make a huge difference in the growth of an organization. If the organization is small, they may not have the resources or employees to fundraise or get enough donations to successfully achieve their goals. By actively using social media and crowdfunding websites these smaller organizations have a better chance to raise the money they need.

    Even if these organizations decide not to directly use crowdfunding websites, by having a good social media platform and bringing awareness to their cause they put themselves in position to get more donations and supporters. In this day in age, social media has become too popular for nonprofits to ignore. If small organizations want to thrive and grow it is in their best interest to utilize and take advantage of all the benefits social media can offer.

    - Matt Rozansky

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