Nonprofits are always looking for ways to increase engagement and expand their reach online. With limited budgets, nonprofits often lean into organic and grassroots marketing efforts to promote fundraising opportunities. If you’re looking for a cost-effective strategy to get your message out, try empowering your advocates with a social media toolkit.
From donors, sponsors and local businesses to volunteers and board members, your nonprofit likely has a whole community willing to spread your message — and a social media toolkit will allow them to do it in a way that is easy and on-brand.
Whether you’re launching a capital campaign, promoting a fundraiser with a tight deadline, gearing up for an annual gala, or celebrating an anniversary, your supporters can help amplify your message in authentic and meaningful ways.
What is a Social Media Toolkit?
A social media toolkit is a collection of ready-to-use marketing materials that helps supporters easily promote your organization, campaign or event online.
For nonprofits, a toolkit gives advocates the resources they need to confidently share your message across their own social media channels, increasing your audience reach.
Your toolkit can include:
- Email copy
- Social media copy
- Branded graphics
- High-quality photos
- QR codes or custom links
- Instructions or best practices for posting
- Links to your organization’s social media pages
One easy way to send your toolkit and pull all of our assets together is via a Google Drive or Dropbox folder. These digital folders allow you to add documents with social media or email copy and provide easy access to digital assets like photos and logos.
Keep it Simple
When creating a social media toolkit, keep it simple! You want to create a straightforward resource that makes it easy for supporters to execute and share. You don’t want them to reinvent the wheel or stray from the messaging; but you do want them to post about your organization in an authentic way.
Why does this work? People trust their friends more than brands and social platforms prioritize personal profiles over organization pages.
Encourage advocates to personalize posts in their own voice or share their own photos from events, volunteer opportunities or personal experiences with your organization.
Don’t forget that donors and supporters want to know about you — your nonprofit’s unique story, your clients and your impact. Lean into messages and images that make your nonprofit stand out.
Engage, Interact & Share
Once your toolkit is out the door, your job isn’t over yet. When advocates post about you, engage with them! Comment, repost, thank them publicly and share their content on your own channels.
Engaging with social content will increase visibility and will help build stronger relationships with the people already championing your mission. (Not to mention, it gives social media managers a break from creating new content!)
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