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Understanding the social media landscape
Since the early 2000s, social media platforms have rapidly transformed, becoming integral to how organisations connect with their audiences. Platforms like X (formerly Twitter) and TikTok have shown how quickly trends can change, leaving charities wondering how to keep up. Recent controversies, such as major companies pulling ads from X due to content concerns, highlight the need for careful platform selection.
The dilemma for charities
Charities often feel the pressure to be visible on every platform, but this is neither practical nor necessary. Effective social media engagement requires resources that many charities may not have. Instead of stretching teams thin, charities should focus on platforms where they can maintain a consistent and impactful presence, and those most likely to attract their target audience.
Efficiency and consistency
To manage social media efficiently, charities should repurpose content across multiple platforms. This involves creating clear guidelines and templates for posts, ensuring consistency in branding and messaging. A user guide for staff can help maintain high-quality content and streamline the posting process, saving valuable time.
Starting with a strategy
Developing a social media strategy can seem daunting, but it is essential for building and maintaining a following. Engaging with existing supporters through surveys and using insights from a charity CRM can provide valuable data to inform the strategy. This feedback helps charities understand where to focus their efforts and what content resonates most with their audience.
Clear messaging and policies
Establishing clear social media policies is crucial. The Charity Commission's updated guidance emphasises the importance of having agreed-upon rules to empower teams to post confidently and in alignment with the charity's values. This includes considering how personal posts by individuals associated with the charity might impact its reputation.
Leveraging data
Social media interactions and advertisement data offer deep insights into donor behaviour. By analysing this data, campaign managers can identify which platforms are most effective and allocate resources accordingly. If a platform isn't yielding the desired results, it may be time to reassess its use.
Balancing innovation and consistency
While sticking to what works is important, charities shouldn't shy away from experimenting with new trends. Platforms like TikTok can provide significant exposure, but results are not always guaranteed. Starting with one platform and expanding as the audience grows is a strategic way to build a social media presence.
How we can help your charity achieve more
The Access Group is dedicated to helping charities attract, manage, and engage donors and volunteers with our specialist Not for Profit solutions. Our cloud-based, feature-rich charity software includes:
- CRM: Manage supporter relationships efficiently.
- Volunteer Management: Streamline volunteer recruitment and coordination.
- Digital Advertising: Enhance your online presence.
- Websites: Create engaging and user-friendly platforms.
- Donation Processing Solutions: Simplify and secure donation handling.
Discover how The Access Group can transform your charity's digital strategy and drive greater impact. Learn more about our Not for Profit solutions and take the next step towards achieving your mission today