By Claire Axelrad
No matter who you are, the size of your nonprofit budget or the length of time you’ve been in business, in today’s world you need ‘social content marketing.’ This is a term I use for the type of marketing everyone must do today to stay in business in our increasingly networked world.
Human beings have always been social animals. The digital revolution has simply made electronic media (email, the internet and social media) our ‘go-to’ place to socialize and connect with our fellow humans.
You’ve got a choice. Will your nonprofit be social or anti-social?
I know it’s a challenge for small and medium-sized nonprofits. Because despite the evolution of marketing over the past decade as we evolved from Web 1.0 (internet) to 2.0 (social media) to 3.0 (mobile), other things have not evolved so much. Most nonprofits continue to have the same number of staff and volunteers to help them execute. Yup! That’s why the technology is so disruptive. Dang!
Yet ignoring it won’t make it go away. Today if you’re trying to connect with folks who will use and/or support your services– and if they’re trying to connect with you – two things must be true:
• Your target constituents must be able to find you, easily, online.
• When they find you, they must encounter content that’s relevant and meaningful.
If you can’t do everything, at least do something. And do so with intention, knowing that your efforts will not be wasted. You’ve got to make your planning and execution count!
(Originally posted about a year ago on the GuideStar Blog, this one is well worth another read.)