Once social media started to become popular as a marketing tool, businesses were ready to hit the ground running and begin utilizing this marketing channel from the word go. Nonprofits, on the other hand, were (and are) a little wary of jumping on the bandwagon so quickly. While many people think that businesses and nonprofits are opposite in nature, they both have one common goal: to generate a revenue stream in order to meet their business objectives. What is different is where the money is distributed, and as a result, their marketing objectives are somewhat different as well.

When working for a nonprofit, you are asking the community for money, or donations, without providing a service or product in return. (But I believe that you get the warm fuzzy feeling from donating and volunteering, so it’s a win-win situation anyway). And more often than not, you do not actually see where your money is spent and how it helps the organization. When working for a business, the relationship between the client and the business is mutually beneficial because it is, by definition, an exchange.  You know exactly what you are paying for, and you have expectations attached to the purchase. Needless to say, marketing for a business is different (and easier!) than marketing for a nonprofit. My friend, Jeff Poss, puts it best:

@jeffposs: I’ve always looked at nonprofit marketing as a way of rallying support/exposure, where as business marketing is a call to action. (via Twitter)

Business marketing is about communicating a want or need to potential consumers, while nonprofit is about evoking emotion that is connected with the organization’s cause. While blatant self-promotion is more accepted with nonprofit marketing, these organizations still have to create value for their potential advocates and volunteers. Nonprofits are serving the community, but they also have to be active in the community in order for people to relate with their cause. Like Jeff says, marketing for a nonprofit is rallying and gaining support for a cause, which takes time and trust from the community.

I wanted to write about this because we serve many different nonprofits at Fusework Studios, and we see the differences between how they operate as opposed to businesses. While we are certainly operating and functioning as a business, it is important to look at the trends in the industry, including nonprofits. After careful review, here are some tips I have for nonprofits in regards to social media marketing:

1.  Keep it internal.
While I support ghost writing, I believe that nonprofits should have an employee of the company implement their social media strategy. Employees understand the nature of the organization and know what is going on in the company. They are also more connected to the cause than an outsourced marketer would be. Outsiders need to see the passion and support within the content of the social media, which can only be provided by someone who actually advocates for the organization.

2. Provide testimonials.
The people you serve are your biggest marketing assets! Have them tell their story and show people how you've helped them! For example, we created a testimonial video for Easter Seals Crossroads that has won awards and evoked emotions in their viewers! When using social media, post videos, letters, and photos that you've gotten from those you've helped. This is showing people what you do, not telling them.

3. Partnerships are key.
Get involved with other nonprofits in the community. Host events together, volunteer for their cause, invite them to your events, etc. Retweet and comment on their posts on their social media networks. Promote their cause as well as your own. These relationships will help you get your name out to those who already advocate for the other organization, which, in turn, may lead to more advocates for your organization.

The point of this is that whether you're marketing for a business or nonprofit, you have to provide value for your audience. You have to create meaningful content in order to create advocates for your brand.