How to Foster Your Nonprofit’s Social Media Closeness Amidst Social Distancing

Knowing what to do in unprecedented times can be challenging. Luckily, the very thing about being in uncharted territory is that it’s likely nobody knows what they’re doing, which makes it a great time to test new strategies. 

With the majority of the workforce working from home as of late, the question of how to keep close with one another amidst times of social distance is ultimately answered by way of social media.

Reach People Where Their Attention Is At

So much of people’s attention is now on social media. It’s on Instagram, Facebook, and TikTok to name a few. More people are inhaling news updates and content in general online than before. There is an opportunity here for nonprofits to provide inspiration and be a light of hope amidst a time that likely feels uncertain for most. That being said, it’s important to not be tone-deaf to current events, but to help make light of an unfortunate situation. 

People are looking for things that will make them feel better; for positive content that will fill them with hope, joy, motivation, and to find the silver lining with a supportive digital community.

Connect With Your Donor Base

Get closer to your prospective and current donor base by getting creative with capitalizing on what you know best: your mission. Utilize your digital toolbox and take into account how you can turn your nonprofit’s mission online for the time being.

Hop on Instagram stories, IGTV, Facebook Live, or even Facebook groups to stay connected and above all, create community within the digital sphere.

The Transition to Digital

How can people come together digitally? Put on an online event—give people a reason to want to engage. Can you create an in-home version of an event that was canceled? Can you provide virtual tours and exhibits? 

Here are a few examples:

For one, humane societies can run virtual pet adoptions or puppy therapy for people needing some facetime with four-legged friends. All this time spent at home could warrant extra time to spend with a furry friend to keep company; it could be a great time for individuals and families to foster or even adopt an animal in need! 

Additionally, science centers could run virtual classes or exhibit tours in order to bridge the gap for families wanting to keep their children entertained productively. The same goes for museums. Why not test a virtual tour of your most visited exhibition? Provide resources that will keep people entertained and enlightened in a productive manner. 

You could even create new merchandise for your organization, much like To Write Love On Her Arms just did. TWLOHA launched a new campaign with t-shirts that have “Hope Will Not Be Cancelled” written on them, which is a great way to get people to partake in their evergreen mission with something that is also relevant to what people are going through today.

Focus on Your Mission

Ultimately, it’s important for your team to be documenting the journey online and embracing what you are all doing to continue fighting for your organization’s mission.

We’re all in this together. Provide some insight into how your nonprofit is still committed to its mission in virtual times and in light of current events. Continue sharing the impact that your team and your beneficiaries are making. Who has been directly impacted in the past month, week or even day? Give people hope. Remind them that coming together and supporting a mission, whether its impact is local, national or international, is something you are dedicated to continuing strongly. 

Just remember: no idea is too crazy. If we were to have asked the majority of people three months ago – or even three weeks ago – if we’d be experiencing a neo-futuristic, all virtual society, we would have gotten back nothing but blank stares.

Times are changing, so it’s time to change with it! Try something new, if it works then that’s great. If it doesn’t, then you can rule it out of your 2020-2021 strategy game plan. 

Cameron Ripley