If you’re trying to post on social media for your nonprofit organization, most likely you’ve often thought, “What do I post?”
There are so many ideas and suggestions on the internet for what types of things to post on social media. Funny things, viral posts, fads, etc. But here’s one thing that we always recommend:
Create your posts using the same scaffolding that you use for direct mail and digital appeals.
What’s scaffolding?
Scaffolding is how Oneicity builds appeals and newsletters. And it can help with your social media strategy. Now, we don’t mean that you should create a super long Facebook post or Instagram caption that’s basically a fundraising appeal. (Please don’t do that.) That would be too much for one post to do.
Interweave the 4 elements of scaffolding (problem, solution, participation, consequence) into your social media posts. You can use one or two elements each time, and aim to have each element featured twice a month.
But why use them?
Because by incorporating these elements, you can make sure you’re hitting all the important parts of donor engagement in your posts.
Not all of them should be asks, and neither should all of them focus on volunteers. You want to vary your posts to help keep interest and build engagement with your followers.
Now, you can still do posts that have nothing to do with scaffolding. These posts should be sprinkled in between the others. But also remember this: personalize your posts for each social media site.
Just like you personalize (or should) your communication to donors, so should you version for different sites. Not sure which sites do what? Check that out here.
As always, if you have questions or just want to chat, you can email us at: howdy@oneicity.com
