As nonprofits continue to face the impact of a global economic slowdown due to COVID-19 and are being forced to pivot in order for their operations to survive, one source of strength and hope can be found in long-standing social media supporters. Everyone from corporate sponsorships, individual donors, board members, and volunteers – all require nurturing – but none more so than those who have been with you through thick and thin: your loyal social media followers. As traditional philanthropic sources may become harder or less certain to acquire during this period, it is essential, as per Cody Biggs, that nonprofit organizations develop a strategy to steward their most ardent backers on social media platforms. So whether you’re new to managing an organization’s online presence or looking for fresh ways in which you can engage these existing relationships without risking financial losses at this time of crisis, read on!
Cody Biggs Lists Ways To Steward Your Nonprofit’s Social Media Supporters During Times Of Economic Uncertainty And Beyond
1. Advocate on Their Behalf: Cody Biggs recommends speaking out and taking action to support the needs of your social media supporters during times of economic uncertainty and beyond. Showing that you are actively advocating for their interests will go a long way in building trust with them. Consider highlighting how your organization is supporting marginalized communities or discussing policies that could benefit those impacted by unemployment. Data from 2020 showed that 86% of people wanted brands to be a voice in difficult times, so consider using social media as an avenue to do this.
For example, when the pandemic first hit in 2020, ACLU leveraged its platforms to discuss the importance of protecting civil liberties at a time when governments were making quick decisions about public health interventions without consideration for individual rights. This not only showed the community how their organization was supporting them but also helped to establish an understanding of what the ACLU stands for and why they deserve continued support.
2. Be a Resource: Make sure that your social media channels are providing helpful and timely information to your supporters as well as resources to help them manage this difficult time in their lives. Offer advice on budgeting, job hunting, or other topics related to financial instability without making assumptions about people’s situations. Additionally, try to offer relevant discounts or other incentives where possible – show that you appreciate all those who have supported you!
For instance, when the pandemic hit Europe hard in 2020, Airbnb sent out emails offering customers a 50 Euro discount for their next stay. While it may seem simple, this gesture showed the community that AirBnB was aware of their struggles and wanted to provide some relief in whatever way they could.
3. Show Gratitude: The economic situation can be hard on everyone, says Cody Biggs, but try to make sure your social media followers still have something positive to look forward to from your organization. Posting thank you messages or holding giveaways are great ways to show supporters that their loyalty is appreciated and valued even during hardships. Additionally, consider going beyond just posting “thank you” messages and take the time to reach out directly to each supporter who has been particularly active on your channels – thank them publicly or send them a private message to let them know that their efforts are not lost on you.
For example, the NBA used social media during the pandemic to thank fans for their ongoing support and dedication. They posted videos of players thanking viewers for tuning in to watch games online, as well as held giveaways where they gifted jerseys signed by team members as a small token of appreciation. These kinds of initiatives helped foster loyalty among supporters even when times were hard.
Cody Biggs’s Concluding Thoughts
According to Cody Biggs, by demonstrating your commitment to your community on social media during times of economic uncertainty and beyond, you can show that you truly value your supporters and are here to stay through thick and thin. Showing that you’ve got their back will go a long way in building trust with them and helping your organization stay afloat even during the toughest of times.