The Importance of Social Media for Non-Profits

Social Media is becoming ever popular and some of you may or may not utilize it; many of you may have opinions about it as well.  However, no matter your personal feelings on the matter, the evidence is clear that social media is taking the world by storm and if small non-profits aren’t focusing on their social presence, it’s likely they will be missing the next generation of members and supporters.

Speaking of the next generation of members and supporters, you should think about what that means also.  What age range will the next generation be?  Typically, the membership age requirement is a good starting point.  Think of the age of your current membership, do you have sufficient members on your roster that reflect the generations who will sustain and grow your non-profit in the next 20 or 30 years?

Gen Z (1997-2012), Millennials (1981-1996), and Gen X (1980-1965) should be the generation you have in mind.  If you don’t have those age groups in your roster then you should be laser focused on recruiting them to gain interest in your cause -- and here is where social media comes into play.  It is a FACT that the overwhelming majority of these generations use social media daily, and many of them use it to search for information as well. 

According to a May 2023 article by Forbes, social media usage has typically skewed toward the younger demographic, with 84% of those aged 18 to 29 and 81% of people between 30 to 49 actively using at least one social media site. But this active usage trend continues in the older demographics as well, with 73% in the 50 to 64 range and a somewhat surprising 45% of those in the 65-plus group.  Furthermore, Americans on average have 7.1 different social media accounts.  That leaves a lot of possibilities on the table if you’re not using social media.

This means that the next generation of your non-profit membership is on social media and in order to recruit them, you need to meet them there – on social media.  It’s important to note that as you collect followers, you understand that when they share something from your page it’s not because they identify so much with your brand, but rather it is because the content that you posted says something about who they are.  Therefore, ensure that as you plan and create social posts you make a connection with the generation you are focused on for recruitment and support, the generation that will keep the legacy of your non-profit successful for years to come.

If you are interested in learning more about how social media can help your non-profit shine, contact me at hello@ejmediamarketing.com.  You can check out the other blogs on my website here or schedule a FREE no obligation discover call: www.ejmediamarketing.com