As I have said in earlier posts, a small shop nonprofit comprises just one to three fundraisers. This means that if your small shop only employs one person, they are not only the fundraiser but also everything else in between (including the person in charge of marketing and social media!). Therefore, I wanted to provide some practical advice on getting started in marketing and social media. This post is dedicated to a small shop that does not have a marketing/PR/social media professional.
First, start by identifying your audience(s). Who do you, or your board of directors, want to get more involved in your organization? Do you need more volunteers? Do you need more donors? Are you trying to appeal to families? When it comes to marketing, start by identifying your audience(s). This helps to develop messaging, graphics, and content that appeals to them.
Second, your small shop should have a strong web presence. A strong web presence means an up-to-date website and an up-to-date Facebook page. This might be different for your small shop. Start by identifying two communication channels that your target audience is using. For most, these two channels will be a website and a Facebook page. Without two strong communication channels, people that may be interested in your mission will never find you. When it comes to your website and Facebook, make sure you have locations, keywords, and events that help you reach your target audience organically.
Third, keep your content current. This means updating your website and posting on your Facebook page three or more times a week. I strongly suggest you develop a content calendar that spells out what you will post or update for that entire month. Keep it short, simple, and easy to accomplish. For example, dedicate Mondays to recognizing your volunteers and staff, Wednesdays to telling your small shop's story, and Fridays to your fundraising efforts.
One of the biggest mistakes you can make in a small shop nonprofit is spreading your organization (and yourself) too thin by trying to do everything. This is especially true when it comes to marketing and social media. For example, it is unreasonable for you to expect yourself to manage several different social media channels effectively. Instead, develop messaging that targets a specific audience and stick to just two communication paths.
Having a clear strategy in place for your marketing and social media will prove more fruitful in the long run and preserve the energy and time that should be dedicated to fund