Studying Engagement and Content: The Two Pillars of Social Media Advertising for any Non-Profit Organisation

The Mystery behind Social Media Advertising for Non-Profit Organisation

Non-Profits or organisations that don’t necessarily focus on monetising their content online find a great resource for marketing in ‘Social Media’. With the advent of Social Media, cross-cultural engagement has ushered in a plethora of opportunities for the non-profits to spread awareness to their prospective audience. However, how would we measure the success of a Social Media strategy for a non-profit? How does one enumerate the effectiveness of a campaign? And, Is Social Media an effective tool or a hasty media from promoting a non-profit?

Keeping at It: Engagement

Successful social media strategies of some big non-profit organisations indulge in active engagement with their audience. Hence, any call to action results in positive response that runs in the millions. This enables effective communication between the two and thereby the organisation grows its base.


“If there’s one secret to social media, this is it. There’s no ROI without engagement. The same goes with social media. Posting for the sake of posting simply won’t get you the results you’re after. The goal is to capture the attention of your audience and motivate them to listen, relate, respond and, hopefully, share.” (The Complete Guide to Nonprofit Social Media: Strategy and Design Tips for Success, 2016)

A case in point is the active engagement of one of the most popular non-profit organization on Facebook, namely TED. The pictures below show how actively the TED admins engage with their audience, thereby maintaining a constant line of activity. Since TED is also a curator of content their Facebook page adds an edge in helping them promote their audio-visual content and also syndicates their website. Their presence on a streaming site like YouTube is also significant thanks to their constant engagement on the platform.

It is also important to take notice that mere engagement without purpose might not have resulted in such a successful subscriber base for TED. The fact that they produced content of a certain quality and catered to an audience of a vast range and demographic also results in positive results on social media.

Reaching Content to the Right People

(WholeWhale, 2014)

The video above puts it in simple terms, to build a subscriber base on social media using your content to the optimum effect is key. Building a content platform that actively engages with users and giving them a hook and keeping them excited is what constitutes a successful social media strategy for a non-profit. Also, knowing the ins and outs of how to position content on a larger, more general platform, so as to reach the desired end user is key. This is done with a variety of tools such as using the right kind of SEO’s and Call to Action and Engagement posts.

Using the above TED example, one can see that their content management coupled with frequent engagement has been key for their success on Social-Media. Failing to do so would amount to failure in reaching a desired goal.

In Conclusion

No matter the size of your nonprofit there is no doubt that a well executed social media strategy will effectively increase awareness, engagement and retention for your brand. This puts the onus entirely on a well thought out, structured social media strategy for any non-profit wanting to spread their wings on social media. However, what good would a ‘strategy’ do bereft of strong content and active engagement?

Reference List

The Complete Guide to Nonprofit Social Media: Strategy and Design Tips for Success. (2016). [Blog] Canva Staff Writers. Available at: [Accessed 31 May 2017].

TED (2017). TED. [image] Available at: [Accessed 31 May 2017].

TED- YouTube (2017). TED. [image] Available at: [Accessed 31 May 2017].

WholeWhale (2014). Content Marketing Tips for Nonprofits. Available at: [Accessed 31 May 2017].

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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