Connect with us


Where Nonprofits Spend Their Time On Social Media in 2022



Where Nonprofits Spend Their Time On Social Media in 2022

There’s no shortage of advice in the blogosphere on how and where to spend your time on social media. How organizations are actually spending their time online, however, is a different story.

Unlike most marketing campaigns you see looking to get you using a product or service, non-profit social marketing is all about getting you to take action for a cause.

Often, non-profit organizations are tight on resources and don’t always have the ability to produce large, high-visibility campaigns. That’s where social media can help. Let’s dive into the social media platforms that non-profit orgs can leverage today.

How Non-Profits Leverage Social Media

There are three major ways that non-profit organizations can use social media to get the word out on causes that matter.

The first is through social challenges.

Think back to 2014 when the ice bucket challenge went viral. This challenge involved taking a bucket full of ice water and pouring it onto yourself, posting it on social media, donating to the cause, then nominating friends and family to follow suit.


This challenge, designed to raise awareness of ALS or Lou Gherig’s diseases, spread like wildfire through social media and helped the ALS association increase its annual funding by 187%.

Social challenges are fantastic for two reasons: They usually involve doing something funny which increases their viral potential and they invite people to join in.

Another marketing tactic non-profit organizations use is user-generated content.

Social proof is used in marketing all the time to foster trust between a brand and its target audience. Brands often do this by sharing customer reviews.

Non-profit orgs can also use social proof to drive action.

In 2021, Habitat for Humanity included drawings done by children of Habitat homeowners sharing messages of hope, strength, and resilience.

For non-profits, the best stories come directly from the beneficiaries themselves. Everything from a video to a handwritten message can be used to show how impactful the work is.


When it comes to non-profit marketing, TikTok is a great platform to raise awareness. It’s particularly helpful for reaching a younger audience, like Gen Z and Millennials.

According to TikTok, users made close to 75,000 donations on the platform in 2021 for causes ranging from fighting hunger to humanitarian relief efforts.


The social platform arms non-profit organizations with features that help them generate interest in their causes and fundraise.

For instance, in April 2020, TikTok introduced donation stickers that could be added to videos, live streams, and profiles.

Tiktok donation sticker on user profile

They work with a third-party platform called Tiltify to process donations securely. As such, non-profit organizations that want to use this functionality must go through an approval process by Tiltify.

In addition, TikTok has also financially contributed to these organizations, recently donating $7 million to #GivingTuesday initiatives and matching donations when users use branded hashtags.

@siennamae #duet with @samsmith ♬ original sound – Sam Smith


Similar to TikTok, the social media platforms under Meta – notably Instagram and Facebook – also offer non-profit friendly features that facilitate donations and promote awareness.

To access these features, organizations must be eligible and sign up for charitable giving tools on Facebook.

instagram non-profit marketing

Once that’s done, they’ll have access to a series of tools, such as:

  • Donation buttons that they can add to their profile and share during live streams.
  • Page fundraisers
  • Volunteering sign-up forms
  • Profile support buttons

You can find a list of tools by Meta here.

In addition to providing these tools, Meta has also contributed to many campaigns. Last year, on Giving Tuesday, the company matched up to $8 million in donations made to fundraisers on Facebook.

meta non profit marketing

Image Source


To celebrate Instagram’s 11th anniversary, the social platform also matched fundraisers up to $50,000 from seven top creators on the platform through Giving Tuesday.

While TikTok, Instagram, and Facebook currently offer the most advanced features for non-profits, organizations can still leverage other social platforms like Twitter and Clubhouse to drive awareness and action. However, if you’re a new org looking to gain some traction, these are great places to start.

nonprofit trends

Source link


Build-A-Bear using data to make itself into an all-ages brand



Build-A-Bear using data to make itself into an all-ages brand

Build-A-Bear is remaking itself for the 25th anniversary of its founding this year. This means using its experience and its data to appeal to older customers and create stronger online connections.

“The goal that was stated for us was to diversify our brand, evolve our retail portfolio and build stronger relationships with our consumers,” said Ed Poppe, Build-A-Bear’s vice president, loyalty and performance marketing for Build-A-Bear, in a presentation at The MarTech Conference.

That’s why they launched HeartBox, an e-commerce play which the company says will let it move into “the adult-to-adult gift-giving and gift box market which has been meaningfully expanding over the past few years.” This goes along with its new Bear Cave line of “adult” bears (in this case adult means they have alcohol in hand). The brand has also expanded through partnerships with film, entertainment and streaming TV properties like Harry Potter, Pokémon, The Matrix and the Marvel series WandaVision.

These efforts are designed to give more options to customers who buy online, and increase options for engagement. This has required integrating new teams and new sources of data.

Connecting customer data and teams

“Over half of businesses now say that they expect the majority of their revenue to come from digital channels,” said Loretta Shen, senior director, product marketing, marketing cloud intelligence for Salesforce. “To meet changing consumer behavior, marketers are adopting digital channels like video, social media and digital ads across search and paid media. But it’s not just adopting these channels, but how you use them, and in particular how you use them in tandem.”

Build-A-Bear adapted to customers’ increased digital use by adding new digital experiences while also reorganizing customer data to better understand what customers want.

“We have to understand our guests at Build-A-Bear,” said Bryce Ahrens, Build-A-Bear’s senior analyst, CRM, loyalty and performance marketing. “How do they engage with our email, our websites, our advertising and, of course, how do they engage and experience our in-store environment?”


They keep a large CRM database made up of loyalty program members, website customers, retail customers and sales prospects. Additionally, through access to the CRM, the organization is pulling together different teams: web development, analytics, marketing and also data privacy people.

These teams have to remain connected because data is coming through different systems. Build-A-Bear has a first-party data warehouse, a commerce cloud storefront, an order management system, marketing cloud, an email platform and different analytics solutions, not to mention ad platforms for campaigns.

“We need to be able to bring this information together, prioritize what we look at, and identify strategies to move quickly,” said Ahrens.

Read next: What you need to know to grow your e-commerce business

Count Your Candles

Data and digital experience come together in an ongoing Build-A-Bear effort called “Count Your Candles.”

The promotion is a special offer for customers to order a discounted bear (regularly priced at $14) that costs a dollar amount that matches their age.

The dedicated webpage for this promotion also allows customers and gift-givers to buy gift cards and become loyalty members. Additionally, there are a number of other ways that customers can celebrate birthdays, including in-store birthday parties and special birthday gift boxes that can be ordered and delivered.

These strategies came from marketers looking at the data and seeing what sparked their customers’ interests. In this case, it was birthdays.


“We’re lucky to have a team up here who wants to jump in and help drive our business forward,” said Poppe. “But it also brings us back to where it’s important to aggregate data, identify patterns, see your opportunities, and pick your path forward.”

Get the daily newsletter digital marketers rely on.

Optimizing digital experiences with marketing and commerce insights from Third Door Media on Vimeo.


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.


Source link

Continue Reading

Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address