Discover the impact of social media for NGOs
Written by:
Claudia Valente
Currently, social networks are an integral part of our lives and, therefore, fundamental to the marketing and communication strategy of any brand or company. Non-profit organizations (NGOs) are no exception.
Through this means of communication, they can increase their visibility, spread the word about the cause and raise awareness about it, build relationships with donors and volunteers, and boost engagement with the organization. Over the past few years, social networks for NGOs have become indispensable tools, capable of leveraging social and humanitarian initiatives.
In this article, we will explore how social media can impact NGOs and highlight the importance of contact centers in maximizing these benefits.
Benefits of Social Media for NGOs
According to a study by Nonprofit Tech for Good, 96% of nonprofits are Facebook users. This direct connection with the public not only facilitates communication with donors and volunteers, but also makes it possible to disseminate campaigns more quickly and effectively.
Learn about the main benefits of social networks for NGOs below:
Reach a Global Audience
Social media offers NGOs the opportunity to reach global audiences, organically and free of charge. Especially for small non-profit organizations, which have limited financial resources, these platforms provide an affordable way to increase the reach of their existing campaigns and missions, allowing them to foster community participation in these initiatives.
Increased Engagement with Donors and Volunteers
For many NGOs, as for most organizations, one of the main challenges is to maintain a lasting relationship with their target audience, in this case donors and volunteers. Social networks offer an easy, fast and efficient means to make this constant contact, allowing you to communicate updates on ongoing projects, upcoming events and results achieved.
The use of Instagram Stories and Facebook Live to keep the community engaged in real time are two good examples of the potential of these tools. These interactions, on the other hand, also allow organizations to get feedback on their campaigns and initiatives.
The creation of paid campaigns aimed at attracting volunteers is a reality. It is known that 53% of non-profit organizations invest in advertising on social networks, of which 98% on Facebook. Through features such as this platform’s targeted ads, NGOs can target their campaigns to specific segments of their target audience, maximizing opportunities to recruit volunteers committed to the cause.
Raising Donations Through Social Media
Did you know that “93% of donors who donated through the Instagram Fundraising Tools are likely to do so again?” Platforms such as Facebook and Instagram have built-in fundraising tools, which allow NGOs to create donation campaigns in a simple and effective way.
Donation buttons are intuitive and easy to contribute, viralization and sharing multiply the number of people reached, and stories and videos create emotional connections that increase donor engagement. This method, which has been used by several organizations, allows small contributions to be collected, but from a large volume of people.
Influencer and Celebrity Partnerships
Partnerships with influencers and celebrities can have a very positive impact on NGO campaigns. By collaborating with individuals who already have a large audience on social media, NGOs are able to expand the reach of their messages, increase engagement, and generate more visibility for their causes.
This type of partnership is effective both for awareness campaigns, for raising donations or even for increasing the number of volunteers. When a celebrity or influencer endorses a cause, it brings an extra level of credibility and can inspire more people to get actively involved, whether it’s through donations, content sharing, or attending events. Partnering with well-known public figures can also help NGOs reach new audiences who might not otherwise have access to their campaigns.
The Importance of Contact Centers for NGO Social Networks
Contact Centers are essential to manage interactions on social networks effectively, through omnichannel solutions that integrate and centralize communication on various platforms, such as Facebook and WhatsApp. This facilitates the relationship with donors and volunteers, allowing for a quick and personalized response. In addition, analytics tools help NGOs monitor data and adjust campaigns to optimize results.
These call centers also provide a better customer experience by providing a centralized and efficient service that facilitates the resolution of issues and regular communication. Operational efficiency is another advantage, with the automation of responses and the integration of multiple channels, allowing NGOs to optimize resources and reduce costs. Finally, and as already mentioned, personalized service will strengthen the bond with each donor or volunteer, increasing ongoing engagement and the likelihood of repeat donations.
Conclusion
Social networks are, without a doubt, indispensable tools for NGOs that aim to increase visibility and awareness of their cause, increase engagement with volunteers and donors, and promote effective fundraising and donation campaigns.
Through a strategic and customer-centric approach, and with the support of advanced solutions such as Contact Centers that allow the integration of social media platforms for customer service, such as Facebook and WhatsApp, organizations can maximize the impact of their activities and expand the reach of their initiatives.
The use of Contact Center software, by allowing NGOs to respond promptly to questions more efficiently, allows them to provide a more positive Customer Experience and, as a consequence, promote lasting relationships with the target audience, essential to the continuity of the projects they develop.
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