In the big game of social media, nonprofits need more than just a presence—they need a winning playbook. Success online requires strategy, teamwork, and execution. Your mission is the end zone, your content is the play, and your supporters? They’re the passionate fans in the stands, cheering you on and ready to get in the game. But without a clear game plan, even the best teams can struggle to move the ball down the field.
Huddle up with us as we help you craft a game plan that builds engagement, scores big on impact, and keeps your audience buying your team’s jerseys and coming out to your games.
1st Down: Establish Your Game Plan
Every great football team starts with a game plan, and your nonprofit’s social media strategy should be no different. Ask yourself:
What do you want to achieve? (More donations, increased awareness, volunteer sign-ups?) Ensure that the narrative of all of your content is focused on your goals and not just related to your work. You may post every single day, but it’s possible that your next big donor or rock star volunteer will only see one of your posts out of the many. If that post isn’t really focused on what is essential to your organization then you just fumbled the handoff and missed your big chance.
Who is your target audience and which platforms will best help you reach them? If your audience skews older, consider a larger presence on Facebook. If your audience is younger, maybe get into the Tiktok game or Snapchat. Are you focused on business professionals and networking with other organizations and companies? LinkedIn should be your go-to play.
Does your content represent the best of your organization? Are your graphics on brand? Is your content grammatically correct and error-free? Just like a lineman’s jersey probably wouldn’t fit the kicker, make sure you’re using the correct dimensions for the various social media platforms. Nothing can detract more from your messaging than a graphic that’s visually unappealing, a glaring typo, and a graphic that is cut off on your feed. If you’re new to the social media graphics game, check out Canva. It’s user-friendly and has a free version that can make your next social media post stand-out without too much hassle.
Just like a coach maps out plays for different situations, nonprofits should outline SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals for their social media efforts. Having a clear strategy ensures that every post and interaction helps move the ball down the field toward your ultimate mission. If you have multiple individuals posting to your various platforms, consider creating a social media calendar to ensure that everyone is calling plays from the same playbook.
2nd Down: Build a Strong Team (Engage Your Community)
Tom Brady didn’t win 7 Super Bowl rings on his own. Football isn’t a one-person sport, and neither is social media. Success depends on teamwork—and your team includes staff, volunteers, donors, and supporters.
Encourage staff and volunteers to share and interact with your content. If they truly believe in the organization’s mission they’ll want to spread the good word too and not just sit on the sidelines. When your audience sees that your team really cares about the work that you do, they’ll want to stay engaged and keep rooting for you.
Respond to comments and messages to create two-way conversations. When you respond to comments and messages, your followers are more likely to reshare and engage with your content. At the same time, there’s no need to reply to negative comments. Keep your focus on what’s happening on the field, and let your organization’s reputation speak for itself. You think Patrick Mahomes cares about what that beer-belly loudmouth in Section 301, seat 15 is yelling at him?
In the best case scenarios, your supporters are like your offensive line—blocking distractions and helping you move forward. Keep them engaged, and they’ll help carry your mission to victory. Let them put that armchair quarterback in his place for you.
3rd Down: Call the Right Plays (Create Engaging Content)
Winning teams don’t run the same play every down, and your nonprofit’s social media should be just as dynamic. Mix up your content with:
Touchdown Stories: Share compelling success stories and testimonials.
Highlight Reels: Use videos and eye-catching images to boost engagement.
Game Day Announcements: Promote upcoming events, fundraisers, and initiatives.
Behind-the-Scenes Footage: Show the work that goes into making an impact.
User-Generated Content: Share photos, testimonials, and posts from supporters to build community.
A good mix of content keeps your audience engaged and eager to see what’s next.
4th Down: Make the Big Play (Call to Action)
No football game is won without scoring points, and no social media strategy works without calls to action (CTAs). Whether it’s asking followers to donate, volunteer, sign up for a newsletter, or share your message, your posts should always have a clear next step. Make it easy, direct, and compelling—like a perfect pass into the end zone.
Post Game: Analyze & Adjust Your Game Plan
Even the best teams review game footage to improve performance. Your nonprofit should do the same by tracking key social media metrics:
Engagement (likes, shares, comments): Are people interacting with your content?
Reach & Impressions: Is your message getting in front of the right audience?
Conversions (donations, sign-ups, link clicks): Are your CTAs working?
Use analytics tools (like Meta Business Suite, Google Analytics, or third-party platforms) to evaluate what’s working and adjust your strategy for even bigger wins.
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