5 Reasons your Nonprofit should use Pinterest

Pinterest is growing steadily as a social media platform and, for some nonprofits, will make a great addition to your social media strategy. This is especially true if your nonprofit does not have a large enough staff to maintain a social media strategy that spans multiple platforms.

In fact, Pinterest’s active user base has grown by 111% in the last six months.

Pinterest Growth Chart
Graphic by 20 Amazing Facts About Pinterest Marketing That Will Surprise You

Below are five key reasons your nonprofit should consider taking on Pinterest:

  1. VisualsThe most important part of Pinterest is that every pin requires a visual. This can be a photograph, a gif, a graphic, or a video. People love infographics and a great, user friendly site to create infographics is Canva.

    Pinterest’s visual component is an effective one for nonprofits because you can post photos about your mission or cause that encourages clicks. These are considered call to action images that can boost engagement, which on Pinterest are repins.

    Over 80% of pins are repins.

    Typically, these visuals should be accompanied with a link to your website or blog that specifically directing people to information about how to donate or get involved with your cause.

    Along with this is a pin’s caption, which should explain either the image or the content it’s linked to. The most effective caption has between 100-200 characters.

    Blue vs Orange Images
    Visit Beautify Your Content: 8 Image Features that Shine on Pinterest for more tips on creating content.
  2. LongevityUnlike Facebook and Twitter, pins have an incredibly long lifespan.

    The average pin is remains relevant on Pinterest for 3.5 months, compared to 24 minutes on Twitter and 90 minutes on Facebook.

    This is crucial for nonprofits that aren’t able to devote a lot of time to social media, especially if the pin is a call to action image that includes your logo and links back to your website.

    Additionally, Pinterest boasts the longest engagement time on social media with the the average time spent on Pinterest 14.2 minutes per visit. The longer people spend on Pinterest, the more likely they are to engage with your cause.

  3. Boards

    Tip: Make the most of your boards.

    Pinterest allows you to create multiple boards, which is where you post your content. How you choose to organize these boards can have a huge impact on the effectiveness of your Pinterest campaign.

    -Use original content
    -Don’t use solely original content
    -Include more than just your cause

    When making boards it’s important to have multiple boards devoted to different things. Definitely have one to promote your nonprofit’s mission or cause with information about:

    -What your cause is
    -Where and how to get involved
    -Links to your website and blog
    -Your logo

    This board can be a great place to include a brand specific infographic.

    Another key board should have information about your sponsors and influencers. Let people know who they are and don’t forget to thank them! People love to be recognized and this builds relationships between your nonprofit and your supporters, which can foster a desire to engage outside of social media.

    Along with this: follow and repin content from people who frequently engage with you on Pinterest.

    Other ideas for boards: give personality to your nonprofit. Have boards that are reflective of other elements of your nonprofit besides the main cause.

    Chelsea Alexander-Taylor suggests in Should Your Nonprofit Organization be on Pinterest?: “Create boards about your favorite places to eat in the city or the best parks in your neighborhood.”

    The ASPCA is a great example for effective Pinterest boards.

  4. Share ability

    All three of the above reasons to use Pinterest culminates in its share ability. This is key information to remember when optimizing your other social media sites:

    -Include “pin it” buttons on your websites and specific blog posts
    -Make sure there are engaging visuals in the posts since all pins need an image
    -Have a headline or caption that goes along with the pin

    People are more likely to pin a post or image rather than Tweet it or post it on Facebook, so take advantage of this when creating content.
    Pinterest Meme

  5. Tailwind

    Unlike other social media platforms, Pinterest requires a lot of time to maintain. On average, posting 15-30 times a day results in the best engagement levels. But it’s important to spread these out over the day, which is where Tailwind comes in.

    Tailwind is a website that allows you to schedule pins in advance to have consistent content on your site.Tailwind also offers analytics for your Pinterest account to track engagement and modify your posts accordingly.

Pinterest is not for everyone. Don’t take on this social media platform is your nonprofit can’t effectively maintain the visual content. But if you’re able to, give it a try! After all, a 3.5 month shelf life is better than a 24 minute one.


Why Vine? 3 Reasons Nonprofits Should Advertise on Vine

Vine, a 6-second looping video, has been suggested by some to be going out of fashion in favor of Snapchat and Instagram, especially since it lacks a specific advertising formula. Unlike other social media platforms, Rebecca Lisi points out that Vine requires more organic and stealthy marketing to be successful. It can still be successful, as long as you’re reaching out to a specific, younger audience.

  1. Targeting a younger audienceVine’s short length is ideally suited for a younger audience, since Vines can have an addictive quality when created effectively.It is important to remember that millennials are cause driven so when trying to advertise to this market it is crucial to include your cause or message in the Vine, like the Human Rights Campaign does here.The Millennial Impact Study conducted by Achieve and the Case Foundation found:

    85 percent are motivated by a compelling mission or cause.

    If a Vine is addictive, many younger people will be more inclined to share it with their friends or post it on social media sites, which can expand your brand awareness. SurePayroll found that:

    Branded Vines receive 400% more shares than branded videos.

Here is an infographic created by SurePayroll with more key information about using Vine:

Vine strategy infographic
Vine Infographic by SurePayroll

2. Connect with influencers

Since Vine’s typical audience is organic, a great way to spread your brands message is by getting involved with Vine influencers. These are people who have massive followings within Vine, which can spread your cause to a wide range of people.

Recently, Twitter acquired Niche, a startup that works with brands to connect them with Vine influencers to promote their brand.

For instance, this Vine created by Logan Paul with Dunkin Donuts

From here, if Vine is not the ideal platform for your brand, you can share the Vine on other social media platforms like Twitter and Facebook.

3. Using a genre that fits your brand

There are numerous genres that be used on Vine from comedy to documentary and it is essential to choose the genre that fits with your brand’s cause.

When using Vine for advertising, you should be conscious of what your target audience is looking for, but you don’t want to do so at the expense of your message. For example, if your nonprofit is devoted to stopping animal cruelty a heartwarming Vine will probably be more successful than a funny one.

Digital Information World has put together a helpful list of 14 Do’s and Don’ts of Vine Marketing.

After all, the most important thing to remember about Vine is that its success is based on how well it suits your target audience.


4 Twitter Tips for Nonprofits

Twitter is popular among nonprofit organizations due to its engagement levels. Unlike Facebook, Twitter is used more for networking and sharing short pieces of information.

Twitter is great for building brand awareness and making new connections.

Twitter’s 140-character limit lends itself to posts that are concise, specific, and sharable. 

Nonprofits can effectively build connections and increase donations with help from the steps below:

  1. Embrace hashtags

    Hashtags increase search ability of your tweets, so make sure to use a hashtag that will attract users to your page.

    Be original! When tweeting, try to use an evergreen hashtag that is consistent with your brand and your message.

    When possible, use trending hashtags to increase traffic and engagement. But make sure to research the tag first! It may be connected to something you don’t want to associate with your brand.

    tweet without hashtag

  2. Include visuals

    Since much of social media today is visual, it is no surprise that posting images and video increase engagement on Twitter.

    Including visuals is a great way to share information that requires more than 140 characters. Don’t forget to include your logo and hashtag since visuals have increased share ability.

    Additionally: Twitter is a great place for call to action images that can boost engagement levels.

  3. Set aside time to engage

    Schedule 15-20 minutes 2-3 times a day to respond to tweets and engage with new followers. Show users that your brand is interested in hearing what they have to say.

  4. Live tweet

    Live tweet during events to build interest in your organization. Show users what you’re doing to raise awareness and donations.

    Post photos in real time and ask for attendees’s username to tag them in photos. This adds a level of engagement for supporters in attendance because it recognizes them on social media, which may encourage increased involvement with the organization.

Twitter is a great social media channel to increase engagement and involvement between users and your organization. Remember: be creative and don’t forget to hashtag!

Here’s an example of how to turn this into an email newsletter using Canva:
4 twitter tips for nonprofits

3 Ways to Improve Social Media Engagement

Social media engagement is incredibly important to the growth and success of a brand. It encourages communication between the brand (you) and the target audience, which increases sales, donations, and/or overall traffic.

In 47 Superb Social Media Marketing Stats and Facts, Tom Pick included:

“Engagement” (such as likes, shares, etc.) is considered the most important metric for evaluating social media marketing success, with 80% of marketers identifying it as one of the top three metrics. Audience size (61%) and website traffic (56%) round out the top three. (Simply Measured)

which accurately sums up the impact effective media engagement can have. Below are some tips to increase your brand’s engagement levels:

  1. Get involved!

    Perhaps the most effective way to increase social media engagement is by engaging with your audience! Get involved:

    Join or host a Twitter chat
    Hold a Q&A session
    Host a giveaway or contest
    Make a poll, survey, or quiz (SurveyMonkey)

    Show visitors that your brand’s social media presence is active and interested in communicating with them. From 10 Remarkable Twitter Statistics for 2015:

    The average Twitter user follows five or more businesses. Over a third (37%) of Twitter users will buy from a brand they follow.

    Engaging with your target audience on social media allows a relationship to form, which can increase visitor interaction.

  2. Be personable!

    Along with getting involved on social media, letting the brand’s personality shine through when using social media can increase social media engagement levels by showing that there are real, free-thinking people on the other side of the screen.

    Individualize the brand through content production. Show visitors that there is a human(s) behind the corporate logo.

    Use humor
    Respond quickly and fully
    Include visual media that showcases the brand’s voice
    Be relatable

    Not Sure If Real Person

  3. Be unique!

    When using the above tips: be creative!

    Be original when creating polls or quizzes and when hosting contests to attract more entries. Engaging and attractive content draws more traffic.

    TIP: Make entry guidelines fun, easy, and creative.

    For example: in April 2014 Marc Jacobs created a contest giving real people the chance to be cast as a model. Participants had to post an image on Twitter or Instagram with #CastMeMarc. There were nearly 15,000 entries within the first 24 hours.

    This shows the power of a creative contest and simple but effective hashtag.

    > Overall: when trying to increase social media engagement, it is crucial to be active on social media in a personable and creative way. Show visitors that your brand is real and interested in hearing what they have to say.