“There is no such thing as a social media strategy—only marketing strategy. Social media is another channel, one of many, for making the connection and building the relationship with [donors]. These channels have value on their own, but they should also be used to complement other marketing channels.”

That’s the sentiment of a recent social media benchmark report from ITSMA, and while it makes a great headline, you may be asking yourself, “so what?”

The “so what” is that nonprofit marketers must stop thinking of social media tools in isolation and start thinking of them as another channel in their overall marketing mix.

Nonprofit marketing lays the path to a two-way communication with your prospective donors and supports relationships with existing donors. Social media is another channel, one of many, for making the connection and building the relationship with donors.

Before embarking on any marketing initiative, marketers first think about their objectives and goals. They then come up with a strategy to achieve these goals, deciding what channels to use, which may or may not include social media. Other key findings from the report include:

  • Most marketers recognize there should be no social media strategy; only marketing strategy
  • Few organizations are researching their target audience and their behavior for social media
  • Marketers are struggling to provide content for social media. Social media, itself, may be part of the solution to this problem!
  • Some marketers are using social media in the thought leadership development process
  • Some social media tools are more effective during different stages of the donor cultivation process, however, few organizations are mapping their tools to theese stages
  • Social media requires new roles, competencies, policies, and governance
Share Button